ING Direct rebranding as Tangerine early next year

ING Direct is about to undergo a sweet renaming, rebranding as Tangerine, complete with a new visual identity, in spring 2014.

On Tuesday, the company revealed the new name and look at an event in Toronto where Canadian pop cover band Walk Off The Earth and hip hop artist Macklemore played.

The change comes after year-long qualitative and quantitative research in which more than 10,000 Canadians, clients and employees took part.

ING Direct president and CEO Peter Aceto said in a release that the new name reflects how simple, accessible and innovative everyday banking can be. The rebranding captures the direct, progressive way in which the company allows Canadians to bank, he said.

The release also stated that ING Direct “is required to change its name and visual identity in 2014.”

In a video about the upcoming name change, Aceto explained that “We were owned for a long, long time by ING Group and when they made the decision to sell us, one of the rules of the contract was that we were no longer going to be able to keep the name ING and the lion [in our logo].”

ING Direct began operating in Canada in 1997, and was acquired as a wholly owned subsidiary of Scotiabank in 2012.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects