Bringing the business name inline with the stock symbol, ING. U.S. (VOYA -0.7%) will begin rebranding itself as Voya Financial beginning in Q2.
"Voya is an abstract name coined from the word 'voyage.' It reflects momentum and optimism, and a view towards the future," says CMO Ann Glover. The famous logo? "We're partial to the color orange. It's differentiating, optimistic and part of our heritage in the U.S. The color will still be an important element in our new identity. However, the Voya brand incorporates its own distinctive shade of orange."