ING U.S., which intends to spin off from its Dutch parent ING Groep N.V. (ING) via an IPO later in 2013, announced the brand name for its new entity. The firm will be called Voya Financial, which ING in a press release said is derived from the word "voyage" and "brings to mind bright, vivid colors." The branding identity will incorporate a new shade of ING's familiar orange.
ING U.S. filed an S-1 in November 2012 indicating its intent to go public. The spinning off of its U.S. subsidiary has been signaled by ING Group for several years, as part of its settlement terms with the Dutch government after the firm was bailed out during the financial crisis. ING will not begin the rebranding process until 2014 and expects the process to take up to 24 months. In the meantime, ING funds will continue to be marketed under the ING name.