Everything Matters: Security National Bank Reveals New Brand Identity

March 4, 2019


SIOUX CITY, Iowa — Security National Bank has more than a century of experience being the region’s most secure and trusted local bank. In an effort to reflect 135 years of integrity and ingenuity with a new look that is every bit as strong, Security National Bank today unveiled its new brand identity. The rebranding effort will officially replace the logo, language and general look encompassing all aspects of how the Bank is presented to the public. The change is effective immediately.  

The new branding will be reflected in Bank advertising, at branch locations and on all printed and online collateral; setting a new backdrop for the same great service customers have come to expect from Security National Bank. 

“We are not changing who we are — we are evolving our look to better reflect it,” said D. Douglas Rice, Chairman, President and CEO. “Security National Bank is one of the oldest and most recognized entities in the region, known for our expertise and integrity, as well as a commitment to making the communities we serve better places to live. You will see changes in our marketing efforts, but not in the commitment to the customers we serve.”

Security National Bank Logo

An Evolution, Not a Revolution.

The new branding is designed to welcome the future, while preserving the Bank’s storied history. The icon has been adjusted for simplicity and symmetry, conveying both a sense of security and the Bank’s attention to detail. More focus has also been placed on the logo’s traditional “S” that has long been associated with the Bank. It is a nod to the customers around the region who naturally and affectionately refer to the brand as simply, “Security.”

SNB Promotional Items

The organization has kept its primary color of blue, which best represents the loyal, reliable personality of Security National Bank. The Bank will also embrace a new slogan reflecting the company’s ingrained culture of customer service; that when it comes to customers’ financial lives, “Everything Matters” — their plans, their dreams and all the little steps in between. 

The refreshed logo is part of an overall brand design that signifies the Bank’s high standards and reflects a revitalized, bank-wide vision. It is the result of hours of time spent asking customers, employees and community members about what it is that makes Security National Bank exceptional, which areas the Bank can improve and what part of their financial lives is most important.

New Dakota Dunes Branch
New Morningside Branch

Crafted For the Future.

Security National Bank is busy updating other elements of the organization, to adapt to the way people bank today. The design of some branch locations will be remodeled. Online and mobile banking applications will be streamlined for a better user experience. And the Bank’s debit cards will be reformatted to a vertical design, bringing chip technology to the forefront for a more intuitive and secure way to make a purchase.

New Debit Cards

“We’re focused on anticipating needs and creating solutions for a stronger future,” said Jeremy Craighead, Executive Vice President. “But while it’s important to plan ahead, we feel it’s equally necessary to carry forward the strengths upon which the Bank was built.”

Built on Timeless Values.

Chartered in Sioux City, Iowa, in 1884, Security National Bank was founded on a set of principles that are still relevant to people’s financial lives today: integrity, honor, open-mindedness, excellent service, good humor, respect, duty and human connection. These values have carried the Bank through the years, leading not only to SNB’s continued success, but helping set the standard for the local banking industry.  

Today’s rebranding effort is a reflection of the Bank’s belief that what was worth doing well yesterday is still worth doing well today. As it says in the Bank’s new brand story: “People change, and banking changes. But these time-tested principles remain.”


Security National Bank is a full-service financial institution with branch offices serving customers in Sioux City, Akron, Mapleton, Moville, Lawton and Climbing Hill. Since its founding in 1884, Security National Bank has set the standard for integrity, reliability, innovation and continued commitment to providing customers with superior service. Today, SNB is the largest locally owned bank in Sioux City. Security National Bank is an Equal Housing Lender.