When I think of Tangerine, I don’t think of banking but I suppose the renaming of ING Direct to Tangerine does have some smart branding linkages.  Here is an interesting perspective from Ashley Konson’s blog “Why is Tangerine Such a Smart Brand Name”

Orange is thought to equated with excitement, more neutral than red and is a warm colour on the colour wheel spectrum. It can be energetic, vibrant and fun and perhaps that is something that the company wants to continue to be associated with them. While blue, red and green are common colours with other banks a spectrum on the colour wheel is used to convey trust, security, good luck/fortune, power, and other features that many associate with money and finances.

While I can’t see beyond the fruit, maybe the colour linkage will help the new name catch on with customers in the realm of banking.

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