A New Mark for Mission Bank

In 2024, Mission Bank chose Willis & Williams Design Studios to lead its rebrand, selecting the studio over several other agency pitches. The new identity rolled out in the first quarter of 2025.

The bank’s previous logo used an abstract image of a California mission, set in very pale colors. It had served the bank for years, but it came with two problems. The first was practical: the soft palette was hard to see. Mike and Jen noticed at a Condors game how difficult it was to spot the old logo in the arena. The second was about the future. A literal mission building does not carry the same meaning for everyone, and it would mean even less if the bank ever grew into markets beyond California.

The process began by listening. The studio surveyed the bank’s stakeholders, asking them to describe Mission Bank, its customers and what makes it different. Those answers shaped the direction: stability, history and community.

The new mark keeps a nod to the mission without picturing one. A set of arches honors the bank’s history and forms the letter M for Mission. Beneath them, a solid foundation stands for stability and completes the letter B for Bank. The wordmark is set in a traditional serif that reflects the bank’s heritage, and the pale palette gave way to a strong Mission Bank Blue and gray, with orange as an accent.

Willis & Williams also delivered a brand standards guide, so the identity stays consistent everywhere it appears, from business cards to building signs. Seeing the new brand bright and clear on the jumbotron at the Condors’ Teddy Bear Toss was a proud moment for the studio.

Thank you to Mission Bank for trusting Willis & Williams with its story, and to Marketing Officer Miranda Whitworth, who was a pleasure to work with from start to finish.