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Donuts goes with bland, forgettable, for new company name [rant]

Kevin Murphy, June 22, 2022, Domain Registries

What is it with domain name companies and their terrible brands?

Donuts is now Identity Digital Inc, the company said today, with the Donuts and Afilias brands being retired.

The new name was chosen “to reflect better the commitment to helping customers find, grow and protect their authentic digital identities” the company said in a press release. I also get the vibe that the company may be expanding further outside of domains in future. Blockchain stuff, maybe?

It appears that the company has adopted a practice-what-you-preach approach to branding — it’s advocating that businesses register domains with strong keywords to the left and right of the dot, so that’s what Identity Digital will also do.

That’s fair enough, I guess.

It’s using identity.digital as its new domain, which is just as well, because the company seems to have just made itself search-proof.

If you couldn’t tell already, I don’t like the name. It strikes me as the kind of name a company might pick if it wanted to keep a low profile.

It sounds like a two-man SEO startup operating in a room above a vape shop in a northern English market town.

The name “Donuts” had been picked when the company formed in 2010 to reflect the fact that the founders were nuts about domains. Afilias was named as such because it was a joint venture of over a dozen registrars.

These were great, memorable brands!

GoDaddy, Tucows, Porkbun… all examples of strong, colorful, novel brands in the domain space. When I read about these companies, I know immediately who I’m reading about, and they don’t have any keywords in their names.

Even after 12 years writing this blog, I still have to remind myself which registrar is Name.com and which is Domain.com. Now, I’m going to be constantly reminding myself which company used to be Endurance and which used to be Donuts. Meh.

Perhaps I’m just irritated that I’m going to have to spend the next year writing “Identity Digital, formerly Donuts”.

Still, at least it’s better than “TrueName”.

After killing the cows, what does the new Tucows logo remind you of?

Kevin Murphy, October 7, 2019, Domain Registrars

Tucows has launched a refreshed corporate web site that features a new cow-free logo.
Judging by a video posted on the Tucows.com home page over the weekend, the redesign is largely intended to make the company more appealing to prospective employees, many of whom were confused about what exactly Tucows does.
It is of course the second-largest domain registrar by volume, via its Enom, OpenSRS, EPAG and Hover brands, as well as a virtual mobile phone operator in North America under the brand Ting.
There was a time when the site was a cluttered storefront, but all the customer-facing stuff has long since been devolved to the company’s various branded web sites.
Here are the two logos side by side.
Old Tucows LogoNew Tucows Logo
You’ll notice the cows no longer feature. In much the same way as GoDaddy killed off its cartoon “daddy” character last year, Tucows appears to be maturing out of its quirkier roots into a more professional-looking outfit.
Warner Music LogoBut what does the new logo remind you of? I was immediately put in mind of the Warner Music logo, which is basically a flipped version of the Tucows’ stylized W. They even have a similar color scheme.
It’s sufficiently different to avoid confusion, of course, but the similarities are very striking, I thought.