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Donuts Fills Branding Holes with a More Relevant New Name - Identity Digital

Donuts Inc., the administrator of the world's largest portfolio of top level domain names with more than 300 TLDs, has given itself a new name - Identity Digital (and a new web address at Identity.digital). The new brand has been applied to both Donuts and Afilias, the well-known TLD operator and service provider that Donuts acquired in 2020. 

When Donuts was founded in 2010 to operate its own new TLDs, the name was a clever way to stand out in the huge crowd that gathered around the opportunity to run one or more of what wound up being over 1,000 new domain extensions. Now that more than a decade has passed and new TLDs have become more familiar to web users, the time was right to pull all of the 

Has a New Name

elements of the business together under a single new brand that would clearly articulate what the company does. In their words, that is "helping customers find, grow and protect their authentic digital identities."


A press release announcing the move today noted, "A new corporate name, logo, visual identity, voice/tone and website (identity.digital) are all critical elements in bringing the rebrand to life.

This rebrand coincides with helping customers understand that they no longer have to compromise when they get their domain name. As the heart of their digital identity, they can use both sides of the dot to express what their company is and why it matters. United under one brand, Identity Digital cements its status as a leader in connecting the online world with domain names and related technologies that allow people to build, market, and own their authentic digital identities."

Identity Digital CEO Akram J. Atallah said, "This brand refresh is an exciting moment for our company and stakeholders. Identity Digital reflects a stronger platform for expressing the core values we have had all along to provide a secure, authentic digital identity. The new name lets us more precisely define to customers who we are and what we can do for them. The internet is expanding, and businesses must have a digital presence to survive and be successful, so the timing was critical. 

Akram J. Atallah
CEO, Identity Digital

(Posted June 22, 2022)  


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