Freshly Squeezed: Rebranding from ING Direct to Tangerine

In 2012 the Bank of Nova Scotia (which we know as Scotiabank) bought ING Groep NV’s Canadian arm, ING Bank of Canada, for $1.9 Billion. The terms of the sale required that the bank’s name be changed, to distance it from the former parent company. The deadline for this name change was 18 months from the date of purchase. In November 2013, ING Bank of Canada announced that it is adopting the new name, Tangerine.

ING DIRECT has always been a progressive alternative in the banking industry. This unique new name reflects the simplified, innovative, and fair approach Tangerine takes to everyday banking.

Staying unique. Staying strong.

The bank strives to be unique in the Canadian banking industry. The long-term goal of Tangerine is to continue NOT charging unfair fees, to continue offering truly innovative products, and to continue its award-winning customer service — meeting the needs of today’s consumer.

Employees love working with this bank because of the creative working environment and positive culture. This is only going to be enhanced over time, as a key component of what keeps the bank strong and unique.

Tangerine helps ING DIRECT stay tied to its signature orange-coloured branding, unique in the industry. The bank aims to heavily maintain the colour through social media graphics and online video campaigns, and of course within the offices that currently integrate the colour scheme.

Going for growth, not drastic change.

As the bank has had great success and is viewed very positively among Canadians, the objective is to maintain that Tangerine is the ING DIRECT people know and love.

The change will help the bank grow, expand and build its own identity unique to Canada apart from the previous ING parent company. Through this change, Tangerine plans to expand its service offering, with help from Scotiabank’s infrastructure and resources.

Tangerine will operate separately and deliver excellent service through the existing ING DIRECT cafes and award winning call-centres, simple and transparent products, and great value to customers.

“All of the values embodied in that brand,
all of the things that customers and the staff
of ING have come to know and love, are still there.”
– Robin Hibberd, Executive VP, Canadian Retail Banking, Scotiabank

The Story of Tangerine

A solid video from ING Direct, Tangerine, Scotiabank, and the branding firm.

The big reveal.

The bank will continue to operate as ING DIRECT until the Spring of 2014.

However, the company firmly believes in transparency, and has chosen to reveal the new name well in advance, in the Fall of 2013. has launched already. It serves as a transition site. For Services, visitors are automatically directed to the existing

The brand launched to employees first. To inform employees and present the energy and excitement behind this change, the bank hosted a live event called #OrangeRally.