The new branding, which replaces the animated pound sign with a pink and green hummingbird, reflects the broadening of TopCashback’s audience from tech-savvy professionals to a more equal gender balance of online shoppers.
The site currently boasts over 4.5m members.
CEO Oliver Ragg said: “We set out to create a meaningful global brand identity that encourages all members and staff to share our story with one powerful voice. We chose the hummingbird as it symbolises great determination, agility, flexibility and most of all works hard to get to the sweetest treats.”
MD Nick Ramshaw said: “Working with online brands is always exciting. Their worlds change on an almost daily basis, and this job has been as much about positioning as it has been about creative execution.
“Having tested the new branding with TopCashback members, we are all confident it will meet its objectives and help drive the brand onwards.”