ING U.S. will rebrand itself as Voya Financial after its parentcompany, Amsterdam-based ING Group, divests ING U.S. in an initialpublic offering.


ING U.S. will start the rebranding process following theproposed IPO. The effort is expected to take about 24 monthsonce it is started, and ING U.S. would not use its new name andlogo commercially until the rebranding process has beencompleted. The Voya Financial identity would, however, bereflected in the company’s new ticker symbol (NYSE: VOYA) after theIPO.


Until the rebranding is complete, ING U.S. will operate“business as usual” with its current “ING U.S.” name and brandassets.


“Our new identity supports the idea of envisioning the futurewhile closely aligning with what the ING U.S. brand is alreadyknown for — proactively and optimistically guiding Americans ontheir journeys to and through retirement," said Ann Glover,chief marketing officer of ING U.S.

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