Sallie Mae announces rebranding


Sallie Mae rolled out what it says is a  “new brand experience.”

The new brand, to be introduced  over the next year, coincides with Sallie Mae’s five-year anniversary as a standalone bank.

“Since 2014, more than two million families have trusted Sallie Mae to help them pay for college, more than any other private student lender, however, earning a degree is just the beginning of the journey,” said Raymond J. Quinlan,  CEO, Sallie Mae. “Our goal is to build lifelong customer relationships, and we are uniquely positioned to meet their evolving needs. We’re listening and responding with new innovations and products to help them create the lives they imagine.”

The new brand will feature, according to a company release, a new Sallie Mae logo that “symbolizes customers’ life journeys through flexible, differentiated storylines, and a new font in lowercase. The coral dot represents the customer and serves as a starting point for their path, wherever it may take them, and how Sallie Mae can help them on their way.”

“At Sallie Mae, we are in the business of creating opportunities, opening doors, and providing access to what’s next,” said Donna Vieira, executive vice president and chief marketing officer, Sallie Mae. “Our new brand experience and identity represent those new possibilities. Our logo illustrates that we’re all individuals, each with our own story and path. Our renewed brand and purpose will build prosperous futures for our customers and unlock value for our business along the way.”

The new brand experience debut this summer in Sallie Mae’s savings products and when the company rolls out three credit cards, co-created with students and families, to promote and reward financial responsibility. Sallie Mae will also introduce a new blog featuring articles and videos on personal finance, as well as a new digital experience to access simple and straightforward information on planning and paying for college.

The company continues to build and grow its U.S. based customer service team and has upgraded and improved its mobile apps, chat functions, and customer service platforms.

The company will also continue to offer  private student loans for undergraduates and graduates, personal loans, and banking products.

Sallie Mae was started as a federally sponsored corporation for student loans. The company later became a publicly traded company and moved from the Washington, DC area to Delaware.

Five years ago, Sallie Mae spun off its loan servicing operations into Wilmington-based Navient. Sallie Mae is headquartered near Newark.

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