Wednesday, 22 October 2008

Logo History : ING Logo

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The ING logo dates from 1991 when Dutch insurer, Nationale-Nederlanden, and bank, NMB Postbank Groep merged into Internationale Nederlanden Groep. ‘I-N-G’ is an abbreviation of Internationale Nederlanden Groep, and the lion in the logo is derived from the various logos of predecessor companies.

ING’s orange lion goes way back to ING’s Dutch roots. Orange is the national colour of the Netherlands, and the lion the country’s national symbol. Several founding ING companies, banks and insurers, had or still have the lion in their logos.

Logos from our banking history

One of ING’s founding companies, the Rijkspostspaarbank was established in 1881. Government-owned, the company had the Dutch coat of arms flanked by two lions in its logo surmounting the motto ‘je maintiendrai’ (I will maintain). In the 1950s and 1960s, another ING founding company, the Nederlandsche Middenstandsbank (NMB), used the same logo on its stationery and official documents.

The logo was modernised several times in the course of the merger of Rijkspostspaarbank and the Postcheque- & Girodienst into Postgiro/Rijkspostbankspaarbank, culminating in privatisation as the Postbank in 1986. The lion rampant became recumbent, lost a little of its wild mane and acquired a longer tail.

Logos from our insurance history

The original insurance companies, De Nederlanden van 1845 and the Nationale Levensverzekering-Bank, both had lions in their logos. For a long time De Nederlanden van 1845 used the Dutch coat of arms. The Nationale had a logo depicting a virgin with a lion at her feet, symbolising the company’s courage in looking after its customers’ savings deposits. The two companies merged and became Nationale-Nederlanden.

The lion survived

The lion has survived all mergers. The logo was very much a negotiating issue when NMB and Postbank merged, and then NMB Postbank Groep and Nationale-Nederlanden joined forces.

Our current logo

Currently Postbank, our direct bank in the Netherlands, has simply a blue lion’s head. Orange is still the colour of Nationale-Nederlanden, and the orange lion adorns our global ING logo.

Today, ING has become a truly global brand. We have rebranded over fifty labels to ING and worldwide brand awareness continues to grow. In 2004, ING first entered the Interbrand top-100 global brands list. Since then, has it climbed to 85th position indicating a growing brand awareness. Across the world, more and more people see that ING is delivering on its promise: a commitment to providing the financial services solutions our customers value.

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