“ING Direct?” It sounded complex, limiting, elitist, and the ING part made it scream suits, ties, and all the bureaucracy in between.
….then Tangerine happened. The new name and logo can be associated with positive energy and positive feelings all around. And after all, who doesn’t like tangerines?
The rebrand from ING Direct to Tangerine has now entered its official launch, and all the covers have been pulled off revealing Tangerine’s new brand identity. Where was the problem with ING Direct?