Identity Digital: Donuts & Afilias Unveil Rebrand


At the end of 2020, Donuts acquired Afilias and its registry business. The two companies continued to operate and are now uniting under one brand name called Identity Digital. The rebrand was introduced in a press release this morning.

Identity Digital uses the Identity.Digital domain name for its website. The company also acquired, which forwards to the .Digital domain name. Interestingly, it looks like the company had to privately acquire the Identity.Digital domain name in April or May of this year as it had been owned by a Spanish company, according to the DomainTools Whois History tool.

The company announced its Identity Digital brand name was chosen “to reflect better the commitment to helping customers find, grow and protect their authentic digital identities.” I think the unified brand name makes a bit more sense than Donuts since it was probably one of the only companies with Donuts in its name that did not sell baked goods.

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  1. I can agree that the former is better, and it is also more phonetically smooth. That said, I still think 7 syllables is a bit too many. Usually, an ideal brand name is 3 or less syllables.

    This is just my opinion. If they like the latter, I have no problem encouraging that they stay with it. After all, the owner’s feeling is more important.

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