Donuts Becomes Identity Digital – Domain Name Wire

Top-level domain company Donuts is changing its name and planning a major marketing campaign.

Don’t expect free donuts at the Donuts booth at the upcoming domain conference: the domain name company announced today that it is changing its name to Identity Digital.

“This brand refresh is an exciting time for our company and our stakeholders,” said Akram J. Atallah, CEO of Identity Digital. “Identity Digital reflects a stronger platform to express the core values ​​we have always had – providing secure and authentic digital identity. The new name allows us to more accurately define to customers who we are and what we can do for them. The internet is growing and businesses need to have a digital presence to survive and succeed, so the timing was critical.

The rebranding comes after Donuts acquired Afilias, another big company in the top-level domain space, late last year. The combined company offers hundreds of top-level domain names, either as an owner-operator or as a backend technology registry provider. All of the company’s brands will transition to Identity Digital, except for Name.com.

Donuts was a fun name that reflected the variety of domain choices offered by the company. I remember a story Donuts co-founder Paul Stahura told his partners about potential names for the company, including Donuts, but they misunderstood him by suggesting some of the areas of first level for which he would apply. They were a little puzzled when he suggested something as niche as .donuts. (To be fair, the company operates some very specialized domains, including .tires and .limo.)

I’m a little surprised that Donuts didn’t choose TrueName as their new identity. The company started marketing its extensions under this brand two years ago. Mina Neuberg, CMO of Identity Digital, told Domain Name Wire via email that the name was considered but not made:

We went through a rigorous testing exercise for our naming choices and TrueName scored significantly lower than we expected. We wanted to make sure our name conjures up safety, cutting edge, industry leadership and expertise. Identity Digital scored very highly in terms of these qualifications, unlike TrueName.

Along with the rebranding, Identity Digital is undertaking a major marketing campaign to promote top-level domain options. Neuberg wrote:

On June 27, we launch our Consumer Preferences campaign. Our goal is to create consumer awareness and preference for the descriptive domain category. We want to help consumers understand that they have choice in their domain name and that much of that choice is fueled by the breadth of new domain extensions. These domain extensions allow consumers to have more memorable domain names that help them show the world who they are using on both sides of the dot.

Identity Digital will use identity.digital for its website.