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.

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