In June 2011 ING Direct USA® was purchased by Capital One®. In February 2013 their logo will change to Capital One 360 and their colors will change to red and blue. According to their website, “Red’s the new Orange. Since Capital One’s colors are red and blue, our new colors are going to be red and blue, too.”
Visit ING Direct USA® Facebook Page and their Twitter Account, @INGDIRECT to see some of their customer’s comments. Overall they range from “Dislike” to actually closing their accounts.
One customer created a Facebook Page to tell ING Direct USA® to Stay Orange. The page owner states, “Let’s show the bank we care about how much their color means to us. How will the name and logo change affect their brand recognition? We don’t know, however as customers of ING Direct USA® we want our voices heard. Tweet #SaveTheBall and #StayOrange to http://twitter.com/INGDIRECT or directly on their Facebook Page, http://www.facebook.com/ING-DIRECT“.
There is also a Petition to save the orange ball.
According to The New York Times article, “Goodbye Orange Ball, Hello Capital One 360″, Laura DiLello, a spokeswoman for ING Direct, confirmed in an email that Capital One is legally required to change the ING Direct name, and can only use the name and the orange ball until February. “While orange is unique to ING DIRECT, customers will still receive the same great level of customer experience they’ve come to expect from us,” she said.
Will the logo and name change of ING Direct USA® create long term negative effects to their business? What do you think?
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Lisa is an R.N. Mom Blogger and the author of Mom Blogger Buzz. She writes about Social Media, Personal Development, Blogging Tips, Travel, Family, Health and Wellness. She and her husband live in the Seattle area. They have 5 sons, 4 grandchildren and 7 furry four legged children!
Several years ago I had an ING account because they were the supplier of my employee benefits package. As soon as I left that job, I got an IRA somewhere else and rolled over so I didn’t have to look at that orange ball anymore. I HATE the color orange. Hate it. I think people who like orange are a special breed. :)
I never liked orange either and probably would never use it to decorate my house! However, their orange ball was a clever logo and it stands out. It would have been better to maybe keep the ball bouncing towards Capital One! Thanks for your comment Elizabeth.
Thanks Elizabeth! Best compliment evar :)
I knew you would like that comment Chris! You are a special breed!
Red is not the new orange. ORANGE is the new orange. If you have strong brand recognition, it is downright “dumb” to change something that drastically. Look what happened with Ford and the Taurus! Fail.
On the other hand, if there are are fewer orange logos out there, than my Groovy Reflections logo in all its’ blazin’ orange glory, becomes more prominent!
Yes Gerry, now your logo will stand out even more than it already does. I think it is a mistake. The new logo is so drab.