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.”
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?
Photo credit: “Arrow Around The Globe” by digitalart