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

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Uniqlo dips its toes in Canada’s cutthroat retail sector

Japanese apparel retailer hopes its appeal-to-all business model appeals to Canadians

Former Bensimon Byrne director strikes out on his own

Hadi Teherany opens Adelaide Park to help connect sports stars with brands

Tim Hortons pays it forward

Coffee chain giving away 10,000 free coffees in 10 days

Manchu Wok contest aims for ‘share of mouth’

Wok of Fortune promotion sees higher participation levels in its second year

LG Canada partners with celebrity chef Chuck Hughes

Appliances maker hopes to inspire Canadians to cook like a chef at home

Tangerine releases followup to ‘Hard Work’ brand anthem

Online bank takes a more product-focused approach with new spot

BlackBerry to cease smartphone production

Company will license technology and brand to third parties following financial losses