The NN IPO was the largest IPO on the Amsterdam Stock Exchange (AEX) since KPN in 1998.
Two years before the IPO, Total Design was asked to collaborate on a new name, and to develop a new logo and visual identity.
We investigated more than 300 brand names and tested various logos across several countries. The name ‘NN’ came out on top. This was due, primarily, to the strong name recognition that ‘Nationale – Nederlanden’ still had in several key markets. Despite the rebranding to ING several years earlier, the name recognition still remained at an average level of 65%. The new logo was also by far the favourite during testing.