ING voyaING U.S. has announced that it will be changing its brand identity to Voya Financial as part of the process of becoming an independent, standalone, U.S.-based company. ING Group has publicly stated, its preferred path is to bring ING U.S. through an initial public offering (IPO) in 2013.

The selection of a new brand took many months and involved thousands of concepts, extensive research and testing. Out of 5,230 potential names, Voya Financial was selected because the name best reflects the company’s mission, values and personality.

The name Voya signifies momentum, empowerment and optimism. It brings to mind bright, vivid colors and a vision to the future. It also aligns closely with what the ING U.S. brand is already known for and will continue to be focused on – proactively and optimistically guiding Americans on their journeys to and through retirement.

The new name, logo and colors, which includes a new shade of orange can be seen at However, the Voya Financial brand will not be used commercially for approximately 24 months. So for a while longer, expect to see ING.

ING remains committed to providing you with distinctive value, guidance, products and services during the transition. For now, it’s business as usual.

The BANKING division of ING recently changed it’s name to Capital One, but the INSURANCE side will soon become . . . VOYA Financial.