Dudley Building Society has rebranded with the intention to reinforce its regional ties.
The society has unveiled its new brand, which includes a modernised logo with the strapline ‘Your Building Society’.
According to the lender, the strapline reflects its place in its community as well as across the country.
Jeremy Wood, chief executive at the Dudley, said: “It is an exciting time to rededicate ourselves afresh to the principles of service and mutuality.
“By providing a personalised service, where we craft bespoke savings solutions for members and effective mortgage options for our intermediary partners to meet their customer needs, we are helping members realise their dreams.
“Our manual underwriting and friendly customer service teams are dedicated to providing excellent service and we continue to champion the benefits of mutuality. In modernising and refreshing our brand, we are investing in building a sustainable future for our members.
“Being wholly owned by our members, profits are ploughed back for the benefit of all members and not distributed to shareholders as with non-mutual financial businesses.
“The rebrand provides an opportunity to revisit the foundations on which the society was built.
“During this current extremely challenging time, we are here to utilise our experience, provide guidance, positivity and a helping hand to assist our members achieve their personal goals.”