New branding embodies Southern California heritage and long-standing customer service commitment

LOS ALAMITOS, CA (September 17, 2018) — Southland Credit Union, a $750 million credit union serving nearly 60,000 members across communities in Los Angeles County and Orange County, today unveiled a new logo and tagline — marking the credit union’s first major rebranding effort in 15 years.

Southland’s new look is the result of extensive research and outreach to both Members and non-Members alike, whose feedback signaled that while certain elements of Southland’s brand and logo were strong, the logo could use an update. Armed with this feedback, Southland was able to create a more contemporary design that will resonate with its Members and future Members as Southland continues to grow.

Featuring a dramatic palm tree set against a vibrant orange and blue color palette, Southland’s new logo is a fresh and modern progression for the credit union’s brand, which has consistently featured Southern California themes reflective of Southland’s approach to warm and personal Member service.  The new tagline, “Your Future Made Easy,” captures the credit union’s industry-leading dedication to making financial matters seamless for its Members. In fact, Southland recently earned a 95.8 percent member service satisfaction rating.

“It’s about much more than a new logo and tagline for us. It’s about celebrating more than 80 years of serving the financial needs of Southern California residents,” shared Thomas Lent, President & CEO, Southland Credit Union. “It’s also a rally cry for us as we grow to ensure that the warm, welcoming, and genuine Southland attitude we were founded upon shines through in every Member interaction. We take pride in offering both the solutions and advice Members need — from handling routine banking to navigating major financial milestones.”

The new logo and tagline will be featured in all of Southland Credit Union’s internal and external communications beginning October 1, 2018. To learn more about Southland, visit

About Southland Credit Union

Southland Credit Union is a $1.1 billion credit union that serves more than 63,000 Members in Orange and Los Angeles Counties. Branch locations are in Los Alamitos, Carson, Downey, Long Beach, on the Long Beach State campus, the Los Angeles Federal Building, Santa Monica, and St. John’s Health Center.

Operating as a not-for-profit financial cooperative, Southland is dedicated to providing our Members with exceptional, comprehensive and innovative financial solutions, delivered with uniquely personal Southland service. For more information, visit


Matt Herrick
SVP Marketing & Financial Services
Southland Credit Union

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