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ING Direct to rebrand as Tangerine

Toronto-based ING Direct will rebrand itself as Tangerine in the spring of 2014. ING Bank of Canada became a subsidiary of Scotiabank in 2012, and is required to change its name and visual identity next year. According to the company, the new branding was developed over the last year in consultation with consumers, employees and clients, as well as through a research initiative. The brand is intended to retain ING Direct's simplified approach to banking, while expressing a focus on innovation. The company has launched a new website at <>.

"Tangerine and the new visual identity exemplify everything ING Direct has represented since its start in Canada in 1997, specifically its continued focus on being an innovative and progressive alternative for Canadians who embrace forward banking and banking in a direct way," said Peter Aceto, president and CEO of ING Direct. "We're very excited about the new name because it reflects everything our clients love about us and what everyday banking can be:  simple, flexible, accessible, progressive and innovative."

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