ING U.S. announced plans Thursday to change is name and brand to Voya Financial, as part of an ongoing process to separate the company from its Netherlands-based parent, ING Groep N.V.
The company hopes its new name will evoke the idea of a “voyage toward greater financial preparedness.”
Though the new name was announced Thursday, it won’t actually take hold for another 18 months to two years. For the time being, the company will continue to use “ING” in blue letters and the formal, Times New Roman font beside an orange lion at rest, sphinx-style with its tail curled upward.
The financial services giant has about 1,730 employees in Connecticut, and about 1,650 of those work in the Windsor office. Others work at home. Separately, ING U.S. also employs about 250 independent contractors in Windsor.
ING U.S. took months to research and test a new brand and narrowed the process from “thousands of concepts” to a few ideas that reflect the company’s mission, values and personality, the company said.
“The Voya name reminds us that a secure financial future is about more than just reaching a destination,” Chief Marketing Officer Ann Glover said in a prepared statement. “Preparing for it should be like taking a voyage and having positive experiences along the way. Our new identity supports the idea of envisioning the future while closely aligning with what the ING U.S. brand is already known for — proactively and optimistically guiding Americans on their journeys to and through retirement.”
It could easily pass as a new airline.
The company will continue to use orange in its new logo, which has the letters V-O-Y-A in large letters with different shades of orange — some darkened, some yellowed — to give a three-dimensional look. Beside it is the word “Financial” in Proxima Nova font.
“We are partial to the color orange. It’s differentiating, optimistic and associated with ING in the U.S.,” Glover said. “While we’ll grow into a new shade of orange, the memorable, distinctive color will remain.”
ING U.S. serves about 13 million individual and institutional customers in the United States. The New York-based company has 7,000 employees across the nation and provides retirement plans, IRA rollovers and transfers, institutional management, mutual funds, alternative investments, life insurance, annuities and other products and services.