The new look is set to take the brand to the next level of business, as it consolidates its established position in South Africa's rewards market.
The objective of the rebranding was threefold: to cement ties with its parent brand - FNB, to simplify the understanding of the rewards offering and to reflect that it is more than just a virtual rewards currency.
"Our old logo and corporate identity has worked hard for us over the last 13 years," says Jolandé Duvenage, eBucks Rewards CEO. "But the time was right for a refresh and closer alignment with FNB. These changes lay a vital foundation for our exciting plans and growth. The evolution has been in the pipeline for almost a year and we are pleased to share the results with our community today - we're certainly very proud of the new vibrant look."
It was important to show the close ties with parent company FNB, which launched the rewards programme in 2000. In 2010, it became an independent business unit within the bank. The new corporate identity very deliberately taps into the bank's aspirational, innovative and customer-centric brand. The icon pays homage to the familiar sun in FNB's logo, as does the turquoise and amber colour palette that echoes its identity. Specifically, the amber colour and the logo symbol signify the rising African sun.
Next, the intention was to simplify the logo and brand as a visual representation of the work the programme is continuously doing to make earning and spending easier for its members. The introduction of the Frank typeface is one of the ways this simplification is represented - it was specifically designed to demonstrate openness, care, order and ability.
The brand has not forgotten its heritage though - it has much to be proud of over the last 13 years and makes a hat tip to this legacy, through the inclusion of the green that was taken from the initial logo. This has become a strong brand colour, signifying fun and excitement.
Crucially, the new logo can function equally well alone, in conjunction with FNB or RMB Private Bank brands, as well as with the wide range of partner brands.
Finally, the new brand needed to emphasise that it is no longer just a virtual rewards currency, but the brand that houses the bank's total rewards experience. This rewards experience is the brand; the currency is simply one of the ways in which customers and members can tap into the experience, its value and benefits of the programme.
The new slogan - rewards from FNB - emphasises the fact that the rewards are not only the eBucks currency, but also includes pre-paid airtime earned by Smart Transmission account holders. In addition, some of the bank's rewards existed with their own sub-brands, such as Fuel Rewards and Airtime Rewards.
These sub-brands will now be done away with. The new brand brings the entire rewards offering under one umbrella brand - thereby simplifying the way in which the bank communicates its rewards offering.
