Voya Financial, Inc. is an American financial services company. It has evolved over several decades, transitioning from an insurance company to a comprehensive financial services provider. It is known for its retirement plans and services. It also offers a range of investment products and services. Employee benefits, life insurance, and annuity products are some of the other services one can find at Voya Financial. Its commitment to innovation and customer service continues to shape its direction in the financial services industry.
The company was established as ING U.S. after being spun off from the Dutch multinational ING Group. It rebranded to Voya Financial in 2014. Voya Financial’s roots can be traced back to 1976 when it was established as the “ReliaStar Financial Corporation.” Originally, it operated in the insurance sector, offering various life insurance products. A significant milestone occurred in 2000 when ReliaStar merged with ING Group. In 2013, ING sold its U.S. insurance operations to a private equity consortium, and the insurance arm was rebranded as Voya Financial. It became a publicly traded company that very same year. Since its rebranding, Voya has become one of the leaders in the sector. It continued to expand its services through acquisitions and strategic partnerships.
What is Voya?
Voya Financial is a U.S.-based financial services company that specializes in providing retirement, investment, and insurance solutions. The company has a strong emphasis on innovation, using technology to enhance the customer experience and improve financial planning tools. Voya is also known for its commitment to corporate social responsibility.
Voya Financial’s logo features a modern and clean design that incorporates the colors orange and blue. The logo includes the word “ING” in bold, blue lettering with bracketed slab serifs. The inscription is accompanied by a stylized lion drawing in orange. The majestic animal is lying with its head and tail up and symbolizes financial growth and stability. The overall look of the logo conveys a sense of professionalism and trust, aligning with the company’s focus on reliable financial services and solutions.
The contemporary aesthetic of the updated logo features “Voya” printed using a custom, stylish font with strokes that create a three-dimensional appearance. The slanted terminals enhance the smooth look of the inscription. The orange gradient of the name conveys a sense of warmth and forward-thinking, aligning with its focus on financial services and planning for the future. In the lower right corner, the designer added “Financial” in a complimenting light gray using a basic, sans-serif font and all caps.
The original color palette consisted of blue and orange. Later, the company kept only orange. The blue color is frequently associated with trustworthiness and dependability. Brands that use blue are often seen as more confident and credible. Orange is a vibrant and energetic color. It can signify a proactive and enthusiastic approach to providing services. It might also show that the company embraces modern approaches in its services. Moreover, orange feels more approachable and friendly, which can help build trust and rapport with clients.
The company originally used a bracketed serif font that resembled Calisto Pro Bold font and Aria Text G1 Bold font. The logo introduced in 2014 features two different sans-serif fonts. The main one is a custom font with slanted terminals and a three-dimensional effect. For the “Financial” part of the name, the company used a simpler font that looks like Proxima Nova A SemiBold font.