This team had all the strengths associated with the Santander brand.
But it particularly shared an entrepreneurial ‘can do’ attitude, driven by belief in the business. A powerful subculture had emerged, so they decided to stay together – backed by Santander and two Canadian Pension Funds as shareholders. Our challenge was to create a new name and brand identity for them, ready in time for their launch.
Where do you find the inspiration to create a new brand?
We met for the first time in London on a Friday lunchtime. By the following Monday we were flying to Madrid for a briefing and immersion session with the senior management team.
Over the course of a few weeks, we developed several names. ‘Cubico’ was the preferred choice. Derived from the word for ‘cubed’ in Spanish, it reflects the power of three. This alludes to the three areas of the business (water, solar and wind power) and the fact there are three shareholders behind it.
We developed a dynamic logo that reflected the nature of Cubico’s investments through colour.
Dark blue represented water, bright blue was illustrative of the sky, orange stood for solar power and off-white reflected the cleaner, purer, more sustainable world Cubico is working towards. The impactful use of photography showcased the power of nature, offsetting the graphic style and helping to tell the story.