Basic elements / Colours / Colour balance
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        Colour balance
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        The use of colour is a key element in creating a feeling that our communication is from one brand. ING has a distinctive look because of our orange colour (most financial institutions use blue or green). Therefore orange is our dominant colour and is complemented by either dark and/or light blue. Please follow the link below to see the colour specifications.

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        Key principles
        1. The first impression should be orange
        This can be done by having orange be the main colour on the page. This can also be achieved by drawing the viewer's eye to orange elements. For example, an orange symbol, icon or line can also give the orange impression.

         

        2. Recommendations on the usage of light blue, dark blue and warm grey.
        There is flexibility in the usage of dark blue, light blue, white, or the
        combination thereof. However, in order to achieve a more consistent overall look and feel for the ING brand the following recommendations are made.

        • Use light blue for the design elements, for example striping should combine orange and light blue.
        • Where possible use dark blue for text, especially for headers or to highlight information such as interest rates or contact details.
        • If additional colours are needed, use warm grey.

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        Examples:
        1. Good usage of orange and light blue in the striping and good usage of dark blue text.
        2. Example of usage of light blue design elements. Dark blue should be used sparingly for these elements. Orange could be more dominant.