The ING logo is one of the most recognizable symbols in global banking, built around a bold orange lion and a clean wordmark. ING Group, the Dutch multinational financial institution, has used various iterations of this identity since its formation in 1991. The current logo reflects a deliberate move toward simplicity, with the lion acting as both a cultural reference and a trust signal for customers across more than 40 countries.
Within the broader history of bank logos, ING stands out for committing to orange at a time when blue dominated financial branding. That choice alone made the brand instantly recognizable across Europe and beyond.
The logo was significantly refined in 2016, moving away from a more complex shield design toward a flatter, more versatile mark. The current version was designed with digital platforms in mind, and it shows.
ING was founded in 1991 through the merger of NMB Postbank Group and Nationale-Nederlanden. Since then, the logo has gone through at least four notable iterations.
What Is the ING Logo?
The ING logo is a combination mark featuring an orange lion symbol paired with the “ING” wordmark in a custom sans-serif typeface. First introduced in its modern flat form in 2016, the design was refined by the in-house brand team with external consultancy support. The lion draws from Dutch heraldic tradition, and orange connects directly to the Netherlands’ national color identity.
- Design Type: Combination mark (icon + wordmark)
- Primary Elements: Stylized orange lion, bold sans-serif “ING” lettering
- Official Introduction Date: Current version introduced in 2016
- Designer/Agency: ING in-house brand team, with strategic input from external brand consultants
- Trademark Status: Registered trademark across all major markets globally
- Color Palette: ING Orange (#FF6200), White (#FFFFFF), and Dark Grey (#333333) for typography
- Usage Context: Digital platforms, mobile apps, physical branches, marketing materials, merchandise, and corporate communications
How Has the ING Logo Evolved Over Time?
The ING logo has shifted from a complex multi-element shield design to a stripped-back, flat icon over roughly three decades. Each redesign tracked with a major strategic shift inside the company, from merger consolidation in the early 1990s to the digital-first push of the 2010s.
Original ING Logo (1991–2000)
- Years Active: 1991–2000
- Design Description: Featured a green and orange shield with a stylized lion, accompanied by the full “Internationale Nederlanden Groep” name in some early applications
- Color Scheme: Green, orange, and white
- Designer: Not publicly attributed
- Context: Created at the time of the NMB Postbank and Nationale-Nederlanden merger, designed to unify two very different brand cultures
- Key Changes from Previous: Entirely new brand identity; no direct visual predecessor
- Cultural Significance: Established ING as a pan-European financial force, using the lion as a unifying Dutch national symbol
Second ING Logo (2000–2016)
- Years Active: 2000–2016
- Design Description: More refined lion within an orange shield, with the green largely phased out. The wordmark became tighter and more dominant
- Color Scheme: Orange and white, with the shield providing structure
- Designer: Developed internally with external brand consultancy support
- Context: Reflected ING’s aggressive global expansion and growing retail banking focus, especially through ING Direct
- Key Changes from Previous: Dropped green, simplified lion, increased orange dominance
- Cultural Significance: Orange became firmly associated with ING globally during this period. ING Direct’s marketing in the US and Europe made the color a shortcut for the whole brand
Current ING Logo (2016–Present)
- Years Active: 2016–present
- Design Description: Flat lion mark without the shield container, paired with a refined custom sans-serif “ING” wordmark. Clean, geometric, highly scalable
- Color Scheme: ING Orange (#FF6200) on white, or white on orange backgrounds
- Designer: ING in-house brand team
- Context: Driven by the need for a mobile-first, digital-native identity. The shield was removed to allow the lion to function as a standalone app icon
- Key Changes from Previous: No shield, flatter lion geometry, tighter wordmark spacing, fully optimized for small screens
- Cultural Significance: Signals ING’s repositioning as a technology company that does banking, not just a traditional bank
What Do the Design Elements of the ING Logo Mean?
Every element in the ING logo carries a specific intent. The lion isn’t decorative. The orange isn’t accidental. The clean sans-serif type isn’t a default choice. Each piece was selected to communicate something specific about who ING is and what it wants customers to feel.
Understanding logo design principles helps explain why the current version works so well. Simplicity, scalability, and meaning are all present in the same mark.
What Does the Lion Symbol Represent in the ING Logo?
The lion comes directly from Dutch heraldry. It appears on the coat of arms of the Netherlands, making it an immediate cultural anchor for a Dutch institution.
Beyond national identity, lions in branding broadly communicate strength, reliability, and leadership. For a bank, those associations matter.
The ING lion is stylized rather than realistic, which keeps it from feeling stiff or archaic. It reads as confident without being aggressive.
Compared to the more detailed lions used by other financial institutions, ING’s version feels modern. That’s intentional.
Why Did ING Choose These Specific Colors?
- ING Orange (#FF6200)
- Color name: ING Orange
- Hex: #FF6200
- Pantone: Pantone 151 C (approximate)
- Symbolic meaning: Orange is the Dutch national color, tied to the House of Orange-Nassau. For ING, it’s a direct cultural claim
- Psychological impact: Orange communicates energy, approachability, and optimism. In financial services, where blue signals trust and conservatism, orange reads as disruptive and human
- Brand connection: Orange made ING stand out from every other bank. Most competitors defaulted to blue. Understanding color psychology shows why this was a smart and calculated move
- White (#FFFFFF)
- Color name: White
- Symbolic meaning: Clarity and openness
- Psychological impact: Provides breathing room and keeps the orange from feeling overwhelming
- Brand connection: Works as a background in digital and print applications
- Dark Grey (#333333)
- Color name: Dark Grey
- Symbolic meaning: Neutrality and professionalism
- Psychological impact: Grounds the palette without the harshness of pure black
- Brand connection: Used primarily in body text and supporting UI elements
ING sits firmly among the most distinctive orange logos in global business, a category it helped define in financial services.
What Typography Style Is Used in the ING Logo?
The “ING” wordmark uses a custom sans-serif typeface. It’s geometric, with even stroke weights and clean terminals.
The letterforms are wide and confident. There’s no condensed squeezing or stylistic quirks, just straightforward solidity.
In terms of sans-serif font design, ING’s wordmark sits in the humanist-geometric range. It’s readable at any size, which matters when it appears on everything from billboard ads to 44px app icons.
Earlier versions of the logo used slightly heavier, more rounded letterforms. The current version is more refined and geometrically precise.
What Are the Hidden Meanings in the ING Logo?
The lion’s posture in the current mark is deliberately simplified. Unlike traditional heraldic lions shown in aggressive “rampant” position, ING’s lion is calm and forward-facing, which subtly shifts the mood from dominance to approachability.
The removal of the shield in 2016 was also meaningful. Shields in logos historically signal protection and defense. Removing it signals openness, a bank that doesn’t need to hide behind walls.
Whether that was fully intentional or a happy byproduct of the simplification process is hard to say publicly. But the effect is real.
How Does the ING Logo Compare to Competitor Logos?
ING’s orange lion stands apart from nearly every major competitor. Most large banks default to blue, and the ones that don’t typically go red or green. Orange is rare, which gives ING a clear visual advantage in crowded spaces like app stores or street-level signage.
Compare ING to peers like the HSBC logo, which uses a red hexagon, or the Barclays logo with its blue eagle. Both are strong marks, but neither has ING’s color differentiation within the broader bank logo category.
The Deutsche Bank logo goes minimal with a geometric slash-in-square, while BNP Paribas uses a green-tinted abstract mark. Both are recognizable in their own right, but neither has the immediate warmth that orange provides.
The Societe Generale logo and UniCredit logo both lean heavily on red, which communicates urgency more than accessibility.
Across the board, ING’s combination of a culturally rooted animal symbol and an uncommon color makes it one of the more memorable financial brand identities globally.
What Are the Technical Specifications of the ING Logo?
Official Color Codes
- Primary Color: ING Orange
- Hex: #FF6200
- RGB: (255, 98, 0)
- CMYK: (0, 62, 100, 0)
- Pantone: 151 C (approximate)
- Secondary Color: White
- Hex: #FFFFFF
- RGB: (255, 255, 255)
- CMYK: (0, 0, 0, 0)
- Supporting Color: Dark Grey
- Hex: #333333
- RGB: (51, 51, 51)
- CMYK: (0, 0, 0, 80)
Dimensions and Proportions
- Aspect ratio: The lion icon is approximately 1:1 (square) for standalone use; the combination mark (lion + wordmark) sits around 3:1 width-to-height
- Minimum size requirements: The lion mark should not be reproduced below 24px for digital use; the full combination mark minimum is approximately 80px wide
- Clear space specifications: A minimum clear space equal to the height of the “N” in the wordmark is required on all sides
- Official usage guidelines: The logo must not be stretched, recolored outside approved palette, placed on visually busy backgrounds without a clear field, or modified in any way. Full brand guidelines are available through ING’s official brand portal for partners and press
For anyone working with the logo in design files, exporting as vector graphics is always the right call. Raster formats introduce quality issues at scale, especially on large-format print. DPI matters a lot when the logo goes to print.
What Cultural Impact Has the ING Logo Had?
ING’s orange lion played a real role in normalizing bold color choices in financial services branding. Before ING Direct began its aggressive consumer marketing in the early 2000s, orange was not a color most banks would have considered.
ING Direct’s US launch in particular used orange in a way that felt almost provocative. Bright orange cafes, orange-branded accounts, orange everywhere. It worked. Customers associated the color with a different kind of banking experience, one that was more approachable and less stuffy.
That cultural moment influenced how other challenger banks thought about color. You can draw a fairly straight line from ING Direct’s orange to the bold color identities used by neobanks today.
The lion symbol reinforced Dutch national pride domestically while functioning as a generic strength signal internationally. It’s a rare case of a symbol that works on two levels simultaneously without feeling forced.
The logo also survived the 2008 financial crisis, which tested many bank brands hard. ING’s identity stayed consistent through that period, and the brand came out recognizable on the other side. That kind of resilience is part of what makes a logo successful long-term.
How Does the ING Logo Fit Into the Overall Brand Identity?
The logo is the anchor for a broader identity system that runs across every customer touchpoint. Orange is applied consistently across the mobile app, website, physical branches, ATMs, and marketing materials. The lion appears as a standalone icon in digital contexts where the full combination mark won’t fit.
ING’s brand guidelines are thorough. They define how the logo sits in relation to typography, imagery, and layout across all formats. The brand style guide covers everything from the correct orange value in different color spaces to minimum size rules for co-branding situations.
Typography across ING’s communications uses a custom typeface called ING Me, developed specifically for the brand. It shares the geometric sensibility of the wordmark, which keeps everything visually consistent.
The visual identity system also extends to photography style, illustration guidelines, and motion design. The lion appears in animated form in digital ads and the app, which required designing with motion graphics in mind from the start.
ING’s brand identity connects directly to its positioning as a forward-looking bank. The clean, flat design language reflects the same values the company communicates verbally: simple, straightforward, personal.
How Should the ING Logo Be Used?
Official Usage Guidelines
- Do: Use the logo only in approved colors (ING Orange on white, or white on ING Orange backgrounds)
- Do: Maintain clear space around the logo at all times
- Do: Use the correct file format for the intended medium (SVG or vector EPS for print and large-format; PNG with transparent background for digital)
- Do: Access official logo files through ING’s press portal or brand center
- Don’t: Stretch, skew, rotate, or alter the logo in any way
- Don’t: Recreate the logo from scratch or use unofficial versions found via web search
- Don’t: Place the logo on backgrounds that reduce legibility or clash with the color palette
- Don’t: Use the lion icon without the wordmark in contexts where brand recognition hasn’t been established
- Don’t: Add drop shadows, gradients, or other visual effects to the logo
Where to Access Official Logo Files
Official logo files are available through ING’s press and media portal at ing.com/newsroom. Partners and agencies working on ING-related projects should request assets directly through ING’s brand team or the relevant regional communications department.
Unofficial downloads from third-party sites often use incorrect color values or outdated versions of the mark. Always verify the hex code matches #FF6200 before using any orange-branded asset.
Licensing and Trademark Protection
The ING lion and wordmark are registered trademarks across all major markets. Unauthorized commercial use, modification, or reproduction without written permission from ING Group is prohibited.
Co-branding situations, such as partnerships, sponsorships, or white-label products, require a formal brand usage agreement with ING’s brand and legal teams. This applies to both digital and physical applications.
If you’re working in a context adjacent to ING’s identity, such as a fintech integration or co-branded service, the process for obtaining logo usage rights starts with ING’s partner onboarding team.
FAQ on the ING Logo
What does the ING logo look like?
The ING logo combines a stylized orange lion with a bold sans-serif wordmark spelling “ING.”
The lion sits to the left of the lettering in most applications. The ING orange (#FF6200) is the dominant color, set against white. Clean, flat, and immediately recognizable.
What is the meaning behind the ING lion logo?
The lion references Dutch heraldry directly. It appears on the Netherlands’ coat of arms, making it a cultural anchor for a Dutch-founded institution.
Beyond national identity, the ING lion symbol communicates strength and reliability. Two things every bank wants customers to associate with their brand.
When was the current ING logo introduced?
The current flat version launched in 2016. It replaced an older design that featured the lion inside an orange shield.
The 2016 redesign was driven by digital needs. Mobile apps require icons that work at small sizes, and the shield added complexity that didn’t scale well.
What colors does ING use in its logo?
The primary color is ING Orange, hex #FF6200. White is used as the background in most contexts. Dark grey (#333333) appears in supporting typography.
Orange was a deliberate break from the blue-heavy color palette standard in banking. It made ING visually distinct across every market it entered.
Who designed the ING logo?
The current ING brand identity was developed by ING’s in-house brand team, with external consultancy input during the 2016 refresh.
Earlier versions of the logo, dating back to the ING Group’s formation in 1991, were not publicly attributed to a specific agency.
What font does ING use in its logo?
The wordmark uses a custom geometric typography style developed specifically for the brand. ING also uses a proprietary typeface called ING Me across its broader communications.
The letterforms are even-weighted and wide, built for legibility at any size. No quirks, no decoration.
How has the ING logo changed over the years?
The ING brand identity has gone through at least four major iterations since 1991. Early versions used green alongside orange, with a more complex shield-based design.
Green was phased out by the 2000s. The shield was dropped in 2016. Each change tracked with a strategic shift inside the company toward simpler, more digital-friendly ING visual identity standards.
Is the ING logo trademarked?
Yes. The ING lion and wordmark are registered trademarks across all major global markets.
Unauthorized use, modification, or reproduction of the ING brand mark without written permission from ING Groep N.V. is prohibited. Co-branding arrangements require a formal agreement with ING’s legal and brand teams.
How does the ING logo compare to other bank logos?
Most major banks default to blue. ING’s orange puts it in a completely different visual category, which is a real advantage in crowded spaces like app stores.
Compared to peers like JP Morgan Chase or Wells Fargo, ING’s flat lion feels more modern and approachable. The ING bank logo redesign history reflects a consistent push toward simplicity.
Where can I download the official ING logo?
Official logo files are available through ING’s press and media portal at ing.com/newsroom.
Always use the official source. Third-party downloads frequently contain incorrect color values or outdated logo versions. For print use, request high-resolution vector graphics directly from ING’s communications team.
Conclusion
The ING logo is a strong example of how deliberate design decisions compound over time into genuine brand equity.
The orange lion isn’t just a visual choice. It connects ING Groep N.V. to Dutch national identity while standing out sharply against the blue-dominated banking sector.
From the original 1991 shield design to the flat, digital-first ING brand identity introduced in 2016, each iteration served a clear strategic purpose.
The result is a wordmark and icon system that works equally well on a billboard and a mobile app icon. That kind of scalability doesn’t happen by accident.
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
- How to Create Logos Faster Using AI in 2026 - 11 August 2026
- Stylish Josefin Sans Font Pairing for Modern Brands - 10 August 2026
- What Is an Extended Font and When to Use It in Design? - 9 August 2026
Bogdan Sandu is a seasoned designer who has been designing websites since 2008. Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients. His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8. He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
You Might Also Like
