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Bye Bye ING Direct, Hello Tangerine, As Bank Unveils New Brand Identity

ING DIRECT - ING DIRECT to change its name to TangerineAt an event for employees, partners and media, ING DIRECT unveiled its new brand identify which will takes effect as of spring 2014, and the name is Tangerine.

“Tangerine and the new visual identity exemplify everything ING DIRECT has represented since its start in Canada in 1997, specifically its continued focus on being an innovative and progressive alternative for Canadians who embrace forward banking and banking in a direct way,” said Peter Aceto, President and CEO, ING DIRECT. “We’re very excited about the new name because it reflects everything our clients love about us and what everyday banking can be: simple, flexible, accessible, progressive and innovative.”

ING DIRECT was acquired by Scotiabank  for $3.1B back in August 2012 from Netherlands-based parent ING Group, the two entities would remain separate but have obvious ties.

“This marks a very exciting milestone for the ING DIRECT team as they embark on readying Tangerine for its formal rollout in spring 2014,” said Anatol von Hahn, Scotiabank’s Group Head, Canadian Banking. “Tangerine is a bold name for a bold business, and we look forward to supporting Tangerine as they grow and offer innovative solutions for customers.”