ING Arena: new name, same emotion.
A historic partnership crowned by a new logo
Say no more Palais 12, but ING Arena. The name change for one of the country's largest concert halls was ratified in a new partnership agreement between ING Belgium and Brussels Expo last June. Today, the ING Arena takes on its new visual identity. The new logo, visible on the façade and on all communication media, uses the ING typography, while the graphic elements, concentric squares, recall the architecture of the hall and the arena's tiers. Finally, a touch of orange was used to recall the bank's color.
Under the slogan "New name, same emotion", the ING Arena launch campaign reflects the continuity of the long-standing, solid partnership with Brussels Expo.
The two partners aim to expand the venue's reach while continuing to improve the experience for audiences and artists alike.
Video caption: With DJ Daddy K, photographer Maxine and music enthusiast Pierre, relive your deepest emotions. Welcome to the ING Arena!