Donuts Fills Branding Holes with a More Relevant New Name Digital

The Lowdown

Welcome to the
DN Journal
– your source
for notable news and information from all
corners of the global
domain name industry!

The Lowdown is
compiled by DN Journal
Editor & Publisher
Ron Jackson

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 The new brand has been applied to both Donuts and Afiliasthe 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.”

press release announcing the move today noted, “A new corporate name, logo, visual identity, voice/tone and website ( 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)


See all of our recent posts in the full Lowdown section.
If you’ve been out of the loop longer, catch up in the Lowdown Archive!

We need your help to keep giving domainers The Lowdownso please email
with any interesting information you might have. If possible, include the source of your information so we can check it out (for example a URL if you read it in a forum or on a site elsewhere).

Follow us on
Like us on
Subscribe to our
RSS Feed

SITE LINKS: Home Page | Weekly Domain Sales Report | YTD Sales Charts
| The Lowdown
News Headlines | Get Email Alerts | Site Archives | Classified Ads
| About Us | Email Us

No photos, text or content of any kind may be copied from this site without expressed written consent.
©Copyright 2022 – An Internet Edge, Inc. company.

Leave a Comment