eBucks Rewards, the leading multi-partner rewards programme offered by FNB and RMB Private Bank, is pleased to unveil its new corporate identity, which is set to take it to the next level of business, as the brand 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 eBucks Rewards 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 future 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 eBucks Rewards' close ties with parent company FNB. eBucks Rewards was launched by FNB in 2000, and in 2010 became an independent business unit within the bank. The new eBucks Rewards corporate identity very deliberately taps into the aspirational, innovative and customer-centric FNB brand. The eBucks Rewards icon pays homage to the familiar sun in FNB's well-known logo, as does the turquoise and amber colour palette that echoes the FNB identity. Specifically, the amber colour and the logo symbol signify the rising African sun, giving warmth and reminding us of the opportunity each day in Africa provides.

Next, the intention was to simplify the logo and brand as a visual representation of the work eBucks Rewards 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 hasn't 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 eBucks 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 FNB customers and eBucks members can tap into the experience, its value and the very real 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.

The brand change was pulled off by South African brand and design agency, GRID Worldwide Branding and Design, which is also responsible for the FNB corporate identity.

About eBucks:

eBucks, the rewards programme offered by First National Bank (FNB) and RMB Private Bank, is acknowledged as one of South Africa's leading rewards programmes with highly active members spending in excess of 80% of the eBucks earned in any given month.