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This research examines the visual identity of the 72 leading financial institutions operating in Spain through an ad hoc analysis model of iconographic-symbolic content. For this purpose, an analysis sheet is designed and validated, with theoretical variables where each sample object responds to categories grouped by similarity and under formal criteria obtained from the study of all the literature related to the fundamental graphic elements –iconic, linguistic, and plastic sign– and their application to the virtual world. The results show that legibility and modernity are priorities in the majority of the sample corpus, with a typographic style without finials, simple strokes, capital, round and medium-thickness characters. In addition, the entities prefer other values apart from professionalism and stability, such as closeness or trust, making use in the compositions of a quality range of 2-3 color combinations in which the balance between cold and warm colors is appreciable. For the sake of responsive web design, financial institutions are inclined to stay on the sidelines and not do without any elements in their visual identities, leading the way in the use of logotypes