At Santander, our brand represents our spirit and enables us to get closer to people and businesses. It underpins our business strategy, transmits robustness and trust both globally and locally, and is consistent with the Group’s purpose.

Our brand has been part of people’s and businesses’ day to day since Santander was founded in 1857. Over the years, we have evolved, renewed and adapted it to meet needs and help our employees, customers, shareholders and communities prosper. 

As one of our key assets, the Santander brand brings together the visual (logo, flame symbol, colour red, photos and fonts) and verbal elements (claim or tone of voice) that encapsulate our organization’s culture and essence. 

Our purpose involves an unwavering commitment to be by our customers’ side when they need us most and to support their growth. We’re with them every step of the way as they achieve their aims and stride towards a better future.

We realize the first step is always the hardest – and the motive why people need practical assistance more than inspiration. This could mean making connections with others who can help or gaining access to the best ideas and tools to uncover fresh opportunities and edge closer to where they want to be. 

Our vision

To be the best open financial services platform by acting responsibly and earning the lasting loyalty of employees, customers, shareholders and broader society.

Our purpose

To help people and businesses prosper.

How we work

Everything we do should be Simple, Personal and Fair.

Among the brand elements that people recognize the most is our symbol, the flame. It represents fire and its role in human evolution, a powerful and universal sign that has helped us develop as a species. It has been our symbol since 1986 and signifies the creativity, progress, spark and inner strength that drives us forward.

Another element is our colour red, which transmits the passion and emotion we strive to put in everything we do.

Besides, our aim to be recognized under a single, global brand has enabled us to unify our position in every business and market where we operate.

We outline this position in our claim “It starts here” (Es el momento in Spanish and Começa agora in Portuguese). A strong and uplifting slogan to set out every day with the goal to achieve a brighter future.

The brand comes to life through our actions and is consistent across the channels where our customers interact with us, the services we offer and our marketing strategies.

Our actions are what make us matter to people and move forward in the best way so that they feel safe, respected and supported, as well as creating a sense of belonging and affinity.

Because this is our brand. And it starts here.