Mornings come gloriously in San Leonardo, with the rising sun spreading its warmth and energy across the rural landscape in omniscient rays. Just like the town of its birth, the New Rural Bank of San Leonardo takes energy from the sun in the red circle of its corporate logo, significant of the fiery energy which the Bank and its people harness in the continuing crusade for poverty alleviation and the development of local economies.

True to the rural bankers' mandate of service to the countryside, the barefoot bankers literally shed off their shoes to feel the ground of the rural areas. With agriculture as the major livelihood there, more particularly palay farming in Nueva Ecija and the rest of Central Luzon, the rice stalk with its golden strands and grains in the logo signify the boundless wealth of the countryside waiting to be tapped. With NRBSL's financial services made accessible to the rural folks, that wealth is drawn upon and is transformed into a tool for emancipation from the bondage of poverty.

Never failing to look back and appreciate its humble beginnings, the calligraphic alibata of pre-historic Philippines at the bottom fringes of the logo's red circle, translates into what the Bank has categorically believed in - Una sa lahat ang mahirap! or The poor come first!