Introducing the New CalAsian Brand: Built for California’s Next Chapter of Economic Growth

Supporting California’s small businesses today requires more than programs alone. It requires clear pathways to capital, contracts, workforce talent, and policy solutions. As these needs have expanded, CalAsian’s role has expanded with them.

Over the past 16 years, we’ve become a leading statewide chamber, representing California’s 722,000 AAPI-owned employers and supporting thousands of underserved small businesses. Our work now spans capital access, procurement support, research and economic insights, workforce development, and policy advocacy that informs statewide business decisions.

In 2025 alone, CalAsian supported more than 2,700 businesses, connected entrepreneurs to nine public-sector contracts totaling $124.5 million, helped launch 32 new businesses, and supported more than $70 million in small business lending. These results are what our refreshed brand is built to reflect and scale.

To reflect our expanded role and impact, we are introducing: our refreshed brand.

Why We’re Launching a New Brand
CalAsian today serves as a statewide economic engine connecting small businesses to capital, contracts, talent, and global market opportunities. As more businesses, policymakers, and partners rely on us for actionable support and economic insight, our identity must clearly communicate our role.

Our influence has grown alongside our direct support for small businesses. Those outcomes directly inform our policy work, including successful advocacy for legislation such as AB 2019, which strengthened transparency and accountability in state procurement, and AB 258, which expanded state outreach to better connect small businesses with economic development resources. Together, these efforts reflect CalAsian’s role in translating real business experience into policy solutions that expand access and opportunity statewide.

Our new brand reflects how CalAsian works through an integrated, statewide model:

• Supporting small businesses directly through advising, capital access, procurement, and technical assistance
• Turning business experience into data and insights that guide policy and investment
• Advocating for policy solutions that remove barriers and expand opportunity
• Developing leadership and workforce pipelines that help employers hire and grow
• Expanding global market access through trade missions and international partnerships
• Convening partners and decision-makers to move opportunity into action

This integrated model is central to how we deliver impact statewide.

What’s New in Our Identity
Our refreshed visual identity, created with the Yellow Brick Group, reflects CalAsian’s expanded role as a statewide business and economic leader supporting small businesses across California. The system is clearer, more modern, and designed to scale across programs, regions, and digital platforms.

• Refined logomark representing forward movement and interconnected pathways
• Modern typography designed for clarity and readability
• Vibrant, grounded color palette balancing energy and credibility

The updated identity is built to match the scale and clarity of our work statewide.

A Unified Visual Identity Across Our Ecosystem
As part of this brand refresh, the Sacramento Asian Pacific Chamber of Commerce and the CalAsian Foundation will adopt aligned visual identities designed to clarify how our broader ecosystem shows up across the state. CalAsian serves as the statewide hub within this network, while each organization continues to operate independently with its own board, mission, and programs.

A shared visual system helps partners, funders, and businesses more easily understand how these organizations connect and how they work together to expand opportunity across California.

Our Mission Stays the Same
While our look is new, our commitment remains unchanged: helping California’s small and underserved businesses start, sustain, and grow.

We’ll continue to:

• Provide direct support to entrepreneurs
• Turn business challenges into practical solutions
• Expand access to capital, contracts, and global opportunities
• Advocate for policies that reduce barriers
• Strengthen the workforce ecosystem
• Bring leaders and partners together to move opportunity into action

This refreshed brand reflects both who we are today and how we intend to grow our impact in the years ahead.

What’s Coming in Early 2026
This brand launch is the foundation of what comes next. Next, you’ll see:

• Expanded storytelling around our statewide impact
• Announcements tied to workforce, procurement, and global trade initiatives
• Expanded opportunities for businesses and partners to engage

As we move forward, you’ll see clearer impact reporting, deeper engagement opportunities, and stronger pathways for businesses and partners to connect to statewide opportunity.

We remain focused on turning real business challenges into real opportunity.

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