Newfirst National Bank

Newfirst National Bank sounds like a compact local bank rather than a sprawling financial giant, and that narrowness is part of the point. By our assessment, it fits the kind of institution people use for checking accounts, savings and ordinary lending, where the value is in direct banking rather than spectacle. The upside is a simple, businesslike identity; the downside is that the name tells you almost nothing about size, technology or fees. In practice, a bank like this is judged by branch service, account rules and the feel of its paperwork, not by a memorable brand story. It sits in the middle of the long line of American banks whose names are sturdy and forgettable on purpose, and that is a fair fit for the category.