# Santander new logo (2018)

> Santander launched a new logo in Mar 2018, designed by Interbrand. Mar 23 2018: Santander refreshed its identity with Interbrand.

## Key facts

- Brand: Santander
- Launched: Mar 2018
- Studio: Interbrand
- What changed: Mar 23 2018: Santander refreshed its identity with Interbrand.
- Why: Santander said its brand had to work in an ever more online and mobile world and reflect the bank's own cultural transformation.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/santander-2018/before.svg (before), https://rebrandlog.com/logos/santander-2018/after.svg (after)

## The rebrand, explained

Santander's red flame has been its emblem for decades, and the bank had used a serif wordmark since its founding in 1857. In March 2018 it changed both, with Interbrand, credited by Brand New, the Spanish design magazine Gràffica and Econsultancy.

Executive chair Ana Botín gave two reasons on Twitter: technology, because the brand had to work in an ever more online and mobile world, and culture, because the bank needed a brand that reflected its own transformation. Santander later said the rebrand involved all its country markets and was meant to express its values of Simple, Personal and Fair.

The flame was redrawn on a geometric grid of perfect circles, so it is flatter, takes up more of the symbol and sits lower on its oval base. The curls at the top and bottom, which subtly echoed an S, were removed. Santander's Juan Erquicia explained that the aim was to make it more recognisable when reduced for small screens. The red became brighter and white was promoted to a main colour; Interbrand creative director David Cano said this made colour use in digital experiences more relevant and efficient.

The bigger change is the type. The serif gave way to a custom humanist sans whose angular cuts on the a, n, r, t and d echo the flame, so the logo reads as one piece rather than an icon with a name beside it. Gràffica noted a family resemblance to FF Dax. Monotype then built a full family, Santander Logo, Headline, Text and Text Micro, introduced in April 2019.

Econsultancy's account of a talk by the bank and its agency at a Monotype event explained the mechanics. Ana Botín gave two reasons: the brand had to work in an online, mobile world, and it had to reflect a cultural transformation at a time when only 55 per cent of Britons said they trusted banks. The flame was tidied rather than replaced, rebuilt on a geometric grid with perfect circles guiding each curve, so it grew larger within the mark and read better on small screens. Fintech challengers such as Monzo were the unspoken pressure behind the whole exercise.

This is a model of a heritage brand modernising without losing itself. The flame survives and the type system makes the rest of the bank more consistent across its many markets. The only real loss is the quiet S in the old flame, which most customers never noticed.

In short: A 161-year serif retired, a flame sharpened: a careful bank update.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_santander_by_interbrand.php
- https://santanderimprensa.com.br/santander-renova-imagem-de-marca-para-reforcar-sua-estrategia-digital/
- https://www.brandknewmag.com/a-leader-evolves-how-santander-is-refreshing-its-brand/
- https://www.santander.com/en/stories/our-new-typography--from-a-to-z

## Cite this

Rebrand Log, "Santander new logo (2018)", https://rebrandlog.com/rebrand/santander-2018/, last updated 2026-10-20.