It is not unusual for an internal evolution in an organisation to manifest externally. At this time the brand can become one of the most effective tools for communicating the change.


A new positioning, an evolution in how we understand our business activity, a profound cultural transformation or new challenges to be faced and overcome: these are some of the strategic drivers that determine how and why a brand needs to evolve.

In our case, it all began with a cultural transformation which was initiated in 2015 with a new strategic focus to evolve into an open, digital financial services platform.

We initiated our rebranding process with the objective of evolving not just
our brand identity, but also to revitalise our corporate culture. And, from this initiative, a more contemporary, ‘clean’ and approachable identity was born. Above all, one far more digital in character: an image in sync with the versatility which we wanted to highlight as a value important to us, without compromising the history and values that has gotten us where we are today.

Our logotype has evolved but retained our flame and the Santander red colour, two cornerstones of our identity.

Our brand transformation is also evidenced and expressed in new pictograms, photographic, illustration and infographic style as well as key visuals. Even in sonic branding, our new Santander Global Sound and other audiovisual tools have been crafted to manifest in moments of customer engagement and interaction, particularly in digital touchpoints and environments. 

All of these initiatives have been activated in order to better reflect and express the essence of everything we do at Santander and how we do it: in a way that is simple, personal and fair. 

A new image for a new brand that grows together with its employees, customers, shareholders and communities. 

May interest you