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ING U.S. Announces Plans To Rebrand As Voya Financial

The Story Behind Voya Financial

The selection of a new brand for ING U.S. took months of extensive research and testing.  After narrowing thousands of concepts down to the top creative ideas, ING U.S. identified a name that aptly reflects the company's mission, values and personality. It was also important for the new brand to associate with more than just products and services — it had to connect with the concepts of financial empowerment, taking control and getting organized. 

"The Voya name reminds us that a secure financial future is about more than just reaching a destination.  Preparing for it should be like taking a voyage and having positive experiences along the way," said Ann Glover, chief marketing officer of ING U.S.  "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."

The name also brings to mind bright, vivid colors and will incorporate the use of orange.

"We are partial to the color orange.  It's differentiating, optimistic and associated with ING in the U.S.," added Glover.  "While we'll grow into a new shade of orange, the memorable, distinctive color will remain."

U.S. Brand Evolution

Voya Financial will be a new name in the industry.  It will be built, however, upon ING U.S.'s track record as a leader in key retirement, investment and insurance market segments.  These businesses were formed through a series of acquisitions by ING Group dating back to the 1970s.

Although ING has operated in the United States for decades, the ING brand was not introduced through advertising in this country until 2001.  Since then, the company's branding efforts have received national awards for creativity and effectiveness.  They have included the trademark ING "Bench" campaign, as well as an integrated marketing effort that calls attention to knowing and planning for your retirement "Number."

Last month, the company launched "Orange Money," its newest creative campaign that underscores the importance of carefully managing your retirement dollars.  This concept supports ING U.S.'s focus on advancing retirement readiness, and will help bridge the future transition of ING U.S. to Voya Financial.

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