Donuts and Afilias rebrand to Identity Digital

Donuts Inc. and Afilias, Inc. now have a new look after major rebranding efforts, uniting them under a new company name and single brand.

Identity Digital™ was chosen to “reflect better the commitment to helping customers find, grow and protect their authentic digital identities”. A new corporate name, logo, visual identity, voice/tone and website ( are all critical elements in bringing the rebrand to life.

Donuts Inc. was founded in 2010 and acquired Afilias, a leading top-level domain (TLD) registry operator and service provider, in 2020.

The company is behind nearly 300 top-level domain (TLD) extensions (more than any other registry), previously branded under TrueName Domains.

“This brand refresh is an exciting moment for our company and stakeholders,” said Akram J. Atallah, CEO, Identity Digital. “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.”

“This rebrand is a major milestone for the company. It is about much more than a new name or new look,” Atallah reinforced. “It’s about the business culture that resonates with customers, partners, and employees. Identity Digital is designed to become synonymous with people’s authentic digital identity. This new brand and evolving positioning perfectly illustrate our growing presence and importance in this market.”

About Identity Digital
Identity Digital Inc. has the world’s largest portfolio of nearly 300 TLDS such as .live, .technology, and .restaurant and operates around 25 million domains on its registry services platform. The company also owns the registrar, Headquartered in Bellevue, WA, Identity Digital is a global company with approximately 300 employees. For more information, please visit


About Konstantinos Zournas

I studied Computer Engineering and Computer Science in London, UK and I am now living in Athens, Greece. I went online in 1995, started coding in 1996 and began buying domain names and creating websites in 2000. I started the blog in 2012.


  1. Digital Identity would have been better. IMO

    • Konstantinos Zournas

      Probably “taken”…

      • I agree with Mark Thorpe, Digital Identity would have been a better name.
        Yes, Konstantinos, is “taken”. Has been since 1996-10-27.
        Has a NetworkSolutions “Under Constuction and Coming Soon” landing page.
        With their assets, Donuts and Afilias should have tried to aquire

  2. My thoughts are even though they have the financial ability to have obtained the domain name they feel it would send the wrong message. They are all about promoting the new gtlds so useing a .com wouldn’t look good and .identity isn’t a tld so digital.identity is out too.

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