‘Hey Sallie, is That You?’ Sallie Mae Introduces New Brand and Unveils the Next Chapter for the Company

New Brand Experience, to be Implemented Over the Next Year, Coincides with Sallie Mae’s Five-Year Anniversary as Standalone Bank

Monday, May 6, 2019 12:07 pm EDT



Public Company Information:

"At Sallie Mae, we are in the business of creating opportunities, opening doors, and providing access to what’s next"

NEWARK, Del.--(BUSINESS WIRE)--Sallie Mae (Nasdaq: SLM) today introduced a new brand experience and identity as it evolves to meet the growing needs of its customers. The new brand, to be implemented over the next year, coincides with Sallie Mae’s five-year anniversary as a standalone bank. The company’s next chapter acknowledges the company’s history of helping students and families make college happen, and ushers in Sallie Mae’s customer-centric vision that will extend beyond education.

“Since 2014, more than 2 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, Chairman and 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 experience will feature 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 will be front and center this summer in Sallie Mae’s savings products and when the company rolls out three differentiated credit cards, co-created with students and families, to promote and reward financial responsibility. Sallie Mae will also introduce a new consumer-focused 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.

Customers are the heart of the new brand experience, and Sallie Mae has already made significant improvements to the customer experience from application through repayment. 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 competitive private student loans for undergraduates and graduates, personal loans, and banking products that have made it the market leader in higher education financing.

Learn more about the new brand experience and evolution of Sallie Mae at www.SallieMae.com.

Sallie Mae (Nasdaq: SLM) believes education and life-long learning, in all forms, help people achieve great things. As the leader in private student lending, we provide financing and know-how to support access to college and offer products and resources to help customers make new goals and experiences, beyond college, happen. Learn more at SallieMae.com. Commonly known as Sallie Mae, SLM Corporation and its subsidiaries are not sponsored by or agencies of the United States of America.


Rick Castellano