Our purpose To help people and businesses prosper. Our aim is to help people like you fulfill your dreams, complete your plans and meet your objectives. It’s what brings sense and purpose to our work, and what makes us get up each morning.
Our way
of doing things
It’s how we think and operate,
how we work day by day,
how we fulfil our purpose.
How we behave is an essential part of our culture, which is based on believing that everything we do is:
Simple A bank with products and services that are accessible and easy to understand. With simpler, more approachable, and clearer processes.
Personal A more approachable bank that adapts to each individual’s needs, making every customer and our people feel recognised, unique and valued.
Fair A bank that treats our customers and our people equally and transparently, creating benefits that affects and integrates clients, shareholders, employees, and society.
Our way
of doing things
It’s how we think and operate,
how we work day by day,
how we fulfil our purpose.
How we behave is an essential part of our culture, which is based on believing that everything we do is:
Simple A bank with products and services that are accessible and easy to understand. With simpler, more approachable, and clearer processes.
Personal A more approachable bank that adapts to each individual’s needs, making every customer and our people feel recognised, unique and valued.
Fair A bank that treats our customers and our people equally and transparently, creating benefits that affects and integrates clients, shareholders, employees, and society
We innovate not only to be part of the digital revolution, but to be its leaders. We’ve been working for some time to evolve into a bank that’s not only at the forefront today but also ready for tomorrow.
And when you change on the inside, you also transform yourself on the outside.
That’s why we’ve improved the way we present ourselves to the world. With a more modern, open, clean and approachable image, displaying a more versatile and digital identity.

The Santander brand, one of the bank’s greatest assets, that transmits our trustworthiness and credibility, evolves along with our transformation, making it more visible and helping us to better communicate our culture.
Our new visual identity shows a more modern, open, clean and approachable image, displaying a more versatile and digital identity. We evolve our brand to behave better in digital environments and to improve our clients’ experience without losing its essence.
Our symbol is inspired in what fire has traditionally represented for the human being. An ally that has helped us throughout our evolution as a specie. For us, it represents the way we help people and businesses prosper every day.
Graphically, the base has been reduced and the flame has been adapted to gain presence, transmitting warmth, dynamism and strength.
Our new typeface
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In a way that’s uniquely our own, our new typeface reflects how we are: 
simple and transparent. Additionally, it has been crafted to work in both online and offline environments.
Our red, our hallmark.
Main Color Palette Red is still our color, but we have switched from Pantone 032 to 485, a brighter red, and we include white as a secondary color to provide light, freshness and simplicity to our identity.
Secondary Colors New colors are incorporated to our palette to evoke our diverse nature and optimistic personality, qualities that are essentially relevant to our current evolution as new projects and collaborative ventures are born.  
And we’re delighted to be a part of them.
Our new visual identity is much more than just a logotype and some colors. It has been crafted to convey a unique personality, supporting our essential hallmarks of progress and advancement. Putting it all together, our brand expression is now richer and impactful both at a local and global level.
Here to help you prosper
A flexible key visual that helps us to communicate the concept of advancement and growth, evoking stairs that ascend, prosper, and provide a rich and flexible way of communicating for Santander that’s uniquely our own.
Our use of images displays how we see the world
Through our use of images both in print and video applications, we want to show people that look forward to the future with optimism and positivism, or groups of people working together.
Our use of images displays how we see the world
Through our use of images both in print and video applications, we want to show people that look forward to the future with optimism and positivism, or groups of people working together.
Ways of visualizing what always what moves us: helping people and businesses prosper every day.
Our photographs are full of light, with shades of white and bluish-grey. 
In the image, we also include a touch of red, our hallmark color, as a visual accent. We focus on groups of individuals collaborating, creating ideas and sharing them together. We always focus on people looking forward to the future with optimism and positivism in their expression.
We focus on groups of individuals collaborating, creating ideas and sharing them together. We always focus on people looking forward to the future with optimism and positivism in their expression.Our photographs are full of light, with shades of white and bluish-grey. In the image, we also include a touch of red, our hallmark color, as a visual accent.
We also include illustrations as part of our Brand World to provide freshness and bring versatility to our visual expression. Our use of Illustrations is simple, created from shapes and forms inspired by our symbol and rendered in solid, flat colors.
Inspired by our logotype, icons are a key asset for our communication, facilitating comprehension and communication, especially in digital environments.
Music has the ability to evoke emotions and create lasting memories and convey things that cannot easily be put into words. Our new melody conveys our values and commitment in helping people and businesses prosper.
Welcome to a better version of Santander