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This is a very old entry — images are small, formatting is off.


Voya Financial

Noted May. 8, 2013 by Armin

Industry / Finance Tags /

Voya Logo, Before and After

About: (Est. 1975) “Voya Financial, previously ING U.S., is a leading provider of financial products and services, both at the workplace and through an expansive distribution network of financial professionals. Voya’s mission is to guide Americans on their journey to greater retirement readiness and to make a secure financial future possible—one person, one family and one institution at a time.”

Design by: Interbrand.

Ed.’s Notes: The name is described as “an abstract name coined from the word ‘voyage’,” and the same could be said for the typography: an abstract take on what letterforms are supposed to bend like. That’s sort of a dig. The idea seems okay, but the resolution of how the letterforms bend and twist is highly unresolved and inconsistent. Bigger view of the logo and an application below (or after the jump).

Relevant links: ING’s explanation. CoreBrand article. brandchannel article. Advertising Age article.

Select quote: “The selection of a new brand for ING U.S. took months of extensive research and testing. We started with a list of 5,230 potential names. After conducting multiple rounds of creative refinement, 390 legal prescreens and testing it in nearly 60 different languages, we believe the new name best reflects our company’s mission, values and personality – Voya.”



Thanks to Ryan Paul for the tip.



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