On October 14, one of South Africa’s largest banks changed its logo as part of a rebranding that marked the start of a major transformation. First National Bank’s visual identity redesign was accompanied by the launch of a new mobile application. This move was intended to demonstrate FNB’s strong market position.
The emblem still features an acacia tree, but it now looks more futuristic. The first version, created in 1986, was hand-drawn. It has been criticized for hidden characters that foreign designers Siegel+Gale were thought to have deliberately inserted for FNB. In the gaps between the branches, against the sun’s background, a map of Africa, a crocodile, a hare (the sign of a political group), and an AK-47 were visible. At the same time, the bank’s management has always denied these accusations.
Thus, the rebranding allowed the bank to distance itself from the scandals and conflicts associated with its past logos. The symbol doesn’t look like a tree at all – it resembles a stylized Wi-Fi icon or a power pole. The role of the trunk is performed by a wide, forked strip, which holds the so-called “crown”: three horizontal lines with ends slightly curved down. Overall, the composition looks like a minimalist hieroglyph.
Acacia consists of only black stripes, as it is supposed to be in the shade. This is morning twilight, when the sun rises on the horizon, heralding a new day. On the logo, it is represented as a large orange circle. The blue ring border nods to previous FNB emblems.