Proof of the Pudding – Or is it a Bun?

The Santander brand identity has been a bit of a mystery to me ever since they took over our high streets in personal and business banking. In my mind, Santander are a baker, not a financial institution – mostly because their logo looks like a hot bun fresh out the oven, still steaming.
So imagine my joy when I walked passed one of their offices with posters advertising coffee and snacks. It must be true – they really are a pastry maker in disguise!

Santander Brand Identity Design
Someone's got a bun in the oven...

They are of course a major brand and their logo, strange as it may be, is well-recognised, but for me personally, the visual identity design of the ‘flame’ logo is weak and I curse it every time it triggers the thought of some lovely home-made bread which it then inevitably doesn’t deliver.
There is a local chippy that has a similar problem – though for a slightly smaller audience… in fact, probably just for me. They use red, black and white for their shop front and signage which has the effect of visually reminding not of the UK coastal fishery towns, but of Japanese restaurant exterior and from a distance the words even read  ‘sushi fish bar’ instead.
Being a great fan of sushi and all things non-battered, it has caught me out time and time again, filling me with disappointment that the promise of fresh, unusual, healthy fish dishes is in fact that of deep fried sausages, poultry and haddock with the Nation’s favourite potatoe dish.
And whilst I’ve got absolutely nothing against fish and chips when it’s the right occasion, I feel that they missed a trick in their brand identity design – why try and be something they are not instead of celebrating the British? Until they commission a new lick of paint, I shall continue to drive past and remind myself that it’s really not that important…
 

brand, Brand Identity, Logos

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