Santander renews brand for digital enhancement

Spain’s Banco Santander has decided to renew its brand aimed at becoming more suitable for digital formats and channels.

As part of the brand’s renewal, the font of it will evolve, the red background will be removed, a brighter tone of red will be introduced to better adapt to digital formats, and the use of white will increase to create greater transparency, while the name, the flame, and the red colour as primary will remain unchangeable.

Both versions of the brand will coexist for a time, with the change starting to be implemented in digital formats as well as in corporate communication and advertising, and will later spread to branches, office materials and other physical assets at a pace established by each country.

The bank – aiming to reach 30 million digital customers in 2018 – says the renewal also seeks to represent the Bank’s new corporate culture and its strategy to evolve into a digital platform for financial services.

The Executive Chairman of the Group, Ana Botín, said: “The Santander brand is one of our Bank’s major strengths and is recognised internationally for the trust and credibility it conveys. We have to change and innovate. The brand must evolve too, to accompany our transformation, to be more visible and to convey our culture better.

“For the first time in the history of the Group, there will be a single brand in all our markets. This new brand is more modern and its visibility improves 20% in digital formats.”

ABOUT THE AUTHOR
Eugenia Jimenez
Eugenia Jiménez speaks Spanish and is Iberia Correspondent for Investment Europe covering Spain & Portugal, as well as assisting with coverage of Italy. She holds a UK NCTJ- accredited Multimedia News Reporting course and studied Journalism at the University of Sevilla. She has worked for local media organisations in Sevilla and Málaga, mainly in broadcasting as a news reporter, among other roles. She has also worked for a local newspaper in Sevilla, reporting on current affairs, local government and culture.

Read more from Eugenia Jimenez

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