I want to share a press release I saw today that appears to show a great decision made by a portfolio platform website. According to the press release, “4ormat, an online portfolio platform used by tens thousands of creatives in over 125 countries worldwide, announced today that it will now be known as Format (format.com) following the closing of a three year long acquisition of the much sought after domain name.
When I initially saw the title of the press release, I was hopeful that the company was changing its branding to make it more intuitive. Indeed, that is what happened. 4ormat was probably created to sound like “format,” but when you actually annunciate it, the brand sounds like forormat (in my opinion). With this rebranding, the company seems to have abandoned the “4ormat” branding altogether, and the website now shows that he company is called Format.
I did some research, and I could not find a public sale price for the Format.com domain name. Judging by the verbage used in the press release, my guess was that the company paid for the Format.com domain name in installments, although that is just a guess. A screenshot from October 2013 shows that the company had been using this domain name since at least then, although the former 4ormat branding was present. This seems like it was an expensive acquisition, and I would assume the company will be very happy with this rebranding.
Congratulations to the company for getting this exceptional domain name and smartly rebranding.