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2023's Notable Rebrands: Motives Behind Name Changes and Their Impact on Brand Identity
By Monica Stankova access_time 22 min read

Amid crowded markets and the relentless challenge to stay relevant, businesses often find themselves at a crossroads where a name change can mean a new direction, perspective, or renewed commitment to their values and goals.

Companies choose to change their name for a variety of reasons. Some seek to avoid limitations imposed by their old names, which can be a significant barrier to growth and expansion. Others do so to more effectively enter new markets, aligning their brand with the expectations of these new audiences. Confusion among customers is another driver for rebrands, with companies looking for names that are clearer and better reflect their products or services. Additionally, securing a strong domain name can be critical to online presence and marketing, prompting some businesses to change their names for a better online identity.

Let’s look at some notable rebrands of 2023 and the reasons behind these name changes.

F10 – Tenity

Early in 2023, F10 underwent a rebrand, adopting the name Tenity to better align with its global positioning. The new name combines the words ‘ten’ and ‘infinity’, symbolising the company’s rich heritage and ambitious aspirations.

Today, we are more. Today, we become Tenity. Over the past 8 years, we’ve gone from a local team in Zurich, to a global team across Europe & Asia. From an incubator, to an innovation ecosystem and investor. From Förrlibuckstrasse 10 (our first HQ) to many different places around the world.

Tenity’s team

Along with the rebrand, Tenity transitioned from to the exact brand match domain Numbers in domain often create confusion regarding whether they should be spelt out or represented as numbers. This can result in potential misspellings and hinder users’ ability to recall the domain. In contrast, offers a user-friendly and easily memorable domain, ensuring swift and efficient access to the company’s website.

PDFTron – Apryse

PDFTron, known for its document solutions, rebranded to Apryse in February 2023, a move reflecting its widened scope and innovation in document processing.

Our company has evolved significantly over the past few years to anticipate and meet our customers’ needs. While holding firm to our core strengths – superior products, personalised service, and industry-leading innovation – we have successfully expanded our offerings, grown our global footprint, added talent, and strengthened our culture of collaboration and ingenuity. Our new brand reflects these unique traits and how we use them to deliver solutions that are ‘Made Better’.

Cassidy Smirnow, CEO of Apryse 

Such changes often occur in the business world when an initial brand name, once unique and fitting, becomes restrictive as the company grows or shifts its focus, as illustrated by Apryse’s transition.

The transformation from PDFTron to Apryse represents a significant leap in the company’s growth, diversifying its expertise and product range. With its new identity, Apryse also acquired the domain In the context of rebranding, securing an exact brand match domain is key to enhancing brand recognition, simplifying customer access, and boosting overall company visibility.

EmiratesHR – Yomly

EmiratesHR, a cloud-based HR and payroll solution, rebranded to Yomly as it evolved from a UAE-focused local solution to a multinational entity serving clients in over 50 countries. The original name was restrictive as it was associated with a specific location and included the limiting descriptor “HR”. Yomly offers greater flexibility, not confining the company to a specific region or service. This change enables broader audience reach, service expansion, and new market opportunities.

We are all very proud of the journey that we have been on over the last five years of EmiratesHR.  However, as we continue to expand our footprint globally, we felt that the EmiratesHR name no longer captures the full extent of our capabilities and global ambition. Yomly represents our goal to reach every corner of the HR & Payroll technology market and to consolidate our position as a leader in delivering innovative HR solutions worldwide.

Mark Nutter, Chairman and Founder of EmiratesHR

Adopting an exact brand match .com domain as part of this rebrand enhances the company’s credibility and authority, aligning with the practice of leading HR companies to maximise brand protection and online recognition.

Fido – Trustfull

Fido, a digital risk intelligence platform, changed its name to Trustful. The company originally used a .id extension, a country code top-level domain (ccTLD) for Indonesia. While country code domains offer a wider range of available names, they can also lead to issues such as traffic leaks, lost emails, and security risks. The transition to can significantly enhance trust and brand recognition, improve visibility, and extend the company’s reach to a broader audience.

Rebranding as Trustfull is more than a simple name change – it marks the start of a new era for us as a company. The new brand demonstrates our continuous effort to provide a comprehensive digital signal analysis on a global scale, and reflects our passion for innovation that sets us apart. We’re excited to expand our reach and believe that this marks a significant step forward in the evolution of our company.

Marko Maras, CEO and Founder of Trustfull

TurnoverBnB – Turno

In February 2023, TurnoverBnB, a SaaS platform for streamlining property services like cleaning for short-term rentals, rebranded to Turno. Realising that their original, longer name could hinder growth, the company opted for the short and easy-to-remember Turno, which improves brand visibility.

Our mission is to simplify and automate the time-consuming work of managing turnovers – to solve cleaning. By shortening our own name, we are embracing and living that mission.

Assaf Karmon, CEO and Co-founder of Turno

The company also switched to the domain, a move that opens up new avenues for growth. A .com domain exactly matching the brand name enhances brand authority and professionalism and improves user experience and memorability, which is critical to building stronger relationships with customers, business partners, and investors.

CarCare To Go – Roda

In 2020, CarCare To Go embarked on a mission to revolutionise vehicle maintenance. Gaining popularity for its convenient, online approach to car services, the company followed a trend similar to Turno’s by opting for a simpler, more memorable name. In September 2023, they rebranded to Roda, a name of Greek origin meaning “rose,” demonstrating the benefits of using personal names for brands: trust, personal customer relationships, and authentic character.

After three years and thousands of satisfied customers, we knew we had set a new industry standard for car care, and that it was time to grow into it. Plus, we had a few folks thinking that “CarCare To Go”  meant we were doing repairs in their driveway as opposed to our flagship service center in Rockville, MD.

Roda’s team

This rebrand includes a shift to the premium CVCV domain, Such domains, short and easy to pronounce, appeal universally, transcending language barriers — a strategy embraced by major brands like Nike and Sony. Roda’s new identity, coupled with its domain, strategically positions it for greater success in the competitive automotive service industry, emphasising the importance of a strong online presence.

Twitter – X

In 2017, Elon Musk made an unexpected move by reacquiring the single-letter domain name from PayPal. This domain carries personal significance as it was originally associated with the online payment service he founded in 1999, which later merged with Confinity to form the globally recognised PayPal. This acquisition set the stage for a major shift a few years later.

In October 2022, Musk acquired Twitter in a high-profile $44 billion deal. In July 2023, he announced sweeping changes to Twitter, marking one of its most drastic updates in years. Musk announced his intention to retire the Twitter brand and phase out “all the birds.” The platform has since been rebranded as ‘X’ and has notably dropped its iconic blue bird logo. The rebrand has attracted considerable attention, part of the billionaire’s strategy to lure advertisers and users to the platform, now under the X name.

Twitter was acquired by X Corp both to ensure freedom of speech and as an accelerant for X, the everything app. This is not simply a company renaming itself, but doing the same thing. The Twitter name made sense when it was just 140 character messages going back and forth – like birds tweeting – but now you can post almost anything, including several hours of video. In the months to come, we will add comprehensive communications and the ability to conduct your entire financial world. The Twitter name does not make sense in that context, so we must bid adieu to the bird.

Elon Musk

Huobi – HTX

Since its inception in 2013, Huobi has evolved from a cryptocurrency exchange to a diverse blockchain ecosystem offering services such as digital asset trading, financial derivatives, wallets, investment and others. In September 2023, Huobi rebranded to HTX, signalling its global expansion and entry into new markets.

H” stands for Huobi, “T” represents TRON with a commitment to being all in TRON, and “X” stands for the exchange. Looking at HTX through the combination of HT and X, HT represents the native token of the platform while X symbolizes the exchange. Hence, HTX is an exchange with its native token of HT. On the other hand, X is the Roman numeral for 10, which pays tributes to HTX’s 10th anniversary. It is a new era for the platform with synergy between HTX, TRON, and Poloniex. There is also a brand new slogan – “HTX, Just Trade It”.

Justin Sun, HTX

Key to this transformation is the acquisition of the three-letter .com domain,, a move that boosts brand credibility and online visibility. Three-letter domains are rare and prestigious, with only 17,576 combinations available, making HTX’s acquisition a significant statement of its long-term vision and commitment to building a sustainable legacy in the blockchain world.


COING, a SaaS company known for products like Clockify, Pumble, and Plaky, has undergone a rebrand to better align with its business software ecosystem, now operating as CAKE.COM.

We are CAKE.COM — Powerful, sweet, and simple. We are evolving our brand to better communicate the breadth of expertise that truly represents and realign it with our refined value proposition and vision. Our journey started with a vision to create a company that empowers individuals and teams to do their best work, based on trust, integrity, and courage to generate innovative ideas. Today marks a significant milestone in our journey and gives us a chance to reflect on everything that COING stood for and everything we aspire to become as we move forward.

Previously, COING used the domain, which shares a similar name with a logistics company that owns Such similarities frequently cause confusion for customers and business partners, leading to traffic and email leaks, as well as ineffective advertising.

The move to a dictionary word .com domain like CAKE.COM resolves previous issues and enhances the company’s standing in the competitive SaaS market. This strategic investment in a high-value domain underscores a commitment to increased brand visibility and an improved customer experience.

LaLiga Tech – Sportian

Globant has transformed its joint venture with LaLiga Tech into Sportian, a new brand that more accurately captures the company’s goal to be a top sports technology and digital service provider.

The transition to Sportian signifies a strong commitment to innovation, where the most disruptive technology meets the passion for sports and entertainment. With Sportian, we aim to redefine fan experiences, enhance data utilisation, and transform the very essence of the industry.

Alejandro Scannapieco, CEO of Sportian

Along with the rebrand, Sportian has also acquired the exact match domain name This decision is aimed at enhancing their online visibility and bolstering the confidence and trust of their customers and business partners.

Ashley HomeStore – Ashley

Ashley HomeStore, a renowned furniture and mattress retailer, has rebranded to Ashley to stay relevant and appeal to younger consumers seeking upscale, trendy furniture at affordable prices.

We are excited to introduce customers to the all-new Ashley and continue to inspire the love of home! Our passion is to connect customers to the trends of the moment so that you can create rooms worth talking about. By refreshing our stores, we hope to empower and inspire our customers while keeping ‘home’ at the forefront of all we do. The new Ashley transcends the mere ‘feeling’ of home and our customers will find great quality they have always loved but with all new looks and prices.

Todd Wanek, President & CEO of Ashley

Using personal names as brand names, as Ashley does, has proven benefits like building trust and creating a more personal customer connection. This branding strategy, underscored in our recent report, has been effective for many businesses over the years.

Digitally, Ashley’s main operations continue at, but in 2017, they acquired the premium domain This move not only reinforces their online identity but also sets the stage for future growth and potential market diversification.

Milestones – Hona

Milestones, an app aiding law firms in updating clients about their cases, changed its name to Hona.

Milestones has rebranded to Hona. This change marks a significant milestone in our journey. This update reflects our evolution as a company and our commitment to delivering even more to our customers (and yours)!

Hona’s team

Initially, the company used the domain, a common practice among businesses when the exact domain match isn’t available, leading to potential issues like traffic and email leaks, and less effective marketing. To overcome these hurdles, Hona secured its exact brand match CVCV domain, This change is part of Hona’s strategy to enhance its market presence and capitalise on growth opportunities, setting the stage for its long-term success in a competitive industry.

All about Cats –

Cliverse Media has rebranded its flagship site, All About Cats, to the more straightforward and memorable, emphasising its focus on comprehensive cat-related content. The domain, initially owned by C•ATS Software Inc. in the 1990s and acquired by an individual named Algis in 2015, now guides users to a rich source of information about cats.

The transition to reflects our commitment to being the web’s most extensive and trustworthy source of cat knowledge. There could not be a domain name better representative of our intentions for this community, and it’s a privilege to call it home.

Doron Wolffberg, Founder of

Premium domains like are highly coveted for their directness and potential to draw organic traffic, boosting a site’s perceived authority and trustworthiness. For, owning such a premium digital address enhances its online visibility and firmly establishes it as a go-to destination for cat lovers.

Raytheon – RTX.COM

In 2023, Raytheon Technologies, a leading defence contractor, rebranded as RTX and invested in the three-letter domain RTX.COM. This rebrand reflects the company’s modernisation and its expanded focus beyond missile systems to include cybersecurity, AI, and advanced manufacturing.

This is more than a new brand. It is a signal of the next step in our company’s transformation. website

The move to acquire RTX.COM underscores the company’s commitment to a strong digital identity and the crucial role of branding in the defence industry for differentiation and growth.

FinancialForce – Certinia

FinancialForce, a leading platform for services businesses, rebranded as Certinia, signifying its evolution into a comprehensive Services-as-a-Business (SaaB) platform. The new name is inspired by the word “certainty,” reflecting a key advantage that customers experience when utilising the company’s solutions.

We really outgrew our name at the end of the day. This is the opportunity for us to reset in the marketplace who we are today and everything that we aspire to be. The name FinancialForce was great when we were an ERP system on The company we are today, if you look at [our] portfolio, it’s almost confusing to have financials in our name and for folks to not understand everything that we do in this platform for services businesses. So this was really about catching up to the company that we are today. And where we want to go.

Scott Brown, CEO of Certinia

Embracing this new identity, Certinia has secured the exact match domain, enhancing its online presence. The acquisition of an exact brand match .com domain elevates the brand’s authority and aids in memorability, contributing to an improved user experience and more effective conversions. 

AcuityAds – illumin

In April 2023, digital advertising software leader AcuityAds announced a rebrand to illumin, adopting the name of its successful flagship platform launched in 2020. The original name, AcuityAds, limited the company to specific services, while illumin offers a broader scope, moving past the confines of having “ads” in its name.

As our solutions have matured, so have we, and our original moniker no longer encompasses everything that we are and everything we are capable of. As illumin, we can reach new customers, and build a marketing engine powered by a brand that is able to grow into the future. illumin gives our brand a purpose; a purpose that ties it to our mission.

Tony Vlismas, VP of Marketing of illumin

This rebrand marks a stride towards new growth and innovation opportunities, supported by the switch to the exact match domain, which strengthens its online presence and facilitates future expansion.

SaltPay – Teya

SaltPay, a business solutions provider for small and medium-sized enterprises in Europe, rebranded to Teya in April 2023. The new name, Teya, with Latin roots meaning “joy” and “happiness,” better represents the company’s broad array of services that extend beyond basic payment processing. Teya is enhancing its offerings to include diverse solutions like payment acceptance, business account services, card issuing, ePOS systems, and various other business tools.

You don’t get into business to deal with your software or your payments. You get into business because that’s what you’re excited about. And all these other things drain the joy. And so what we hope to do is by offering this breadth is just make it easier for the merchant and bring them more joy and more time to focus on what matters to them, which is really what their customers need.

Lawrence Hene, CCO of Teya for

This choice of a personal name for the brand, as seen in the other company examples we’ve explored, demonstrates the power of such names in creating trust, establishing personal connections with customers, and imparting a unique, authentic character to the brand.

The company, initially operating under a .co domain, has transitioned to the domain, a move that broadens its potential for growth and overcomes the constraints of country-specific domains.

SaltPay Rebrands to Teya

DroneBase – Zeitview

Beginning in 2023, DroneBase, an advanced inspection software provider for energy and infrastructure, has evolved into Zeitview following a significant $55 million investment. This rebrand, accompanied by an expansion in data capture tools, reflects Zeitview’s dedication to growing its drone service market leadership while meeting changing customer needs. The new name, Zeitview, meaning “time view,” more aptly represents its mission to expedite the shift to renewable energy and sustainable infrastructure.

The Zeitview brand represents the next phase in our company beyond just a name change. It represents our launch into a new and exciting era for our organization and puts forth our value to the market a bit more clear beyond just one of the tools we use such as drones.

Zeitview’s team

The original name, DroneBase, was perceived as too narrow, not encompassing the full breadth of their services. Embracing the common practice of rebranding to align with expanded capabilities, Zeitview also secured the domain, enhancing the brand’s value, leveraging the authority and professionalism associated with one-word .com domains, and offering a better user experience.

Sextant Stays – Roami

In March 2023, Sextant Stays, a hospitality company focused on human-centric experiences, rebranded to Roami. This rebrand reflects the dynamic nature of travel and the company’s adaptability to these shifts. Roami’s growth has been remarkable, with an 800% increase in the past three years, contributing to its recognition on prestigious lists like the 2022 Inc. 5000 list, 2022 Forbes 30 Under 30, and South Florida Business Journal’s Fastest Growing Companies 2022 List.

We’re living in the most iterative moment ever to exist in hospitality, and are among a handful of brands writing the future of travel. 

Andreas King-Geovanis, Founder & CEO of Roami

The new name, Roami, appears to be inspired by the word “roam”, captures the essence of travel, freedom, adventure, and discovery. The business also invested in the exact brand match domain This memorable name reinforces Roami’s potential to forge stronger connections with its customers and stakeholders, setting the stage for its continued expansion in the hospitality sector.

Schlesinger Group – Sago

In March 2023, Schlesinger Group, a leading research and data solutions provider, unveiled its transformation into Sago, marking a new era for its 57-year history.

Giving our brand a fresh name and visual identity links to the legacy of Schlesinger Group while drawing attention to the simplicity and innovative approach of Sago’s solutions today. The new brand distinguishes how we present who we are in the same way that our obsession with the client and respondent experience differentiates how we work.

Ellie Ahmadi, CMO at Sago

It’s worth mentioning that the word “sago” has an interesting origin. Sago is actually a starch extracted from tropical palm stems and serves as a dietary staple in certain tropical regions.

Sago’s rebrand illustrates the effectiveness of CVCV domain names, similar to cases like Hona and Roda. These domain names are gaining traction for their brevity, ease of pronunciation, and universal appeal. This strategic choice signals Sago’s readiness to compete and excel in the global marketplace.

Pactera EDGE – Centific

Pactera EDGE is a global digital and technology services company that designs, builds, and optimises human-centric intelligent digital platforms. In January 2023, the company underwent a rebrand to become Centific. This change represents yet another instance of streamlining a name for greater clarity and impact.

Our new brand, Centific, is the culmination of the many milestones we have achieved over the past three years and reflects the evolution we’ve undergone as a leading digital solutions provider for our clients. It represents who we’ve become and, more importantly, where we’re going.

Venkat Rangapuram, CEO of Centific

This rebrand is complemented by the acquisition of the exact brand match domain The move to a short, one-word .com domain significantly strengthens Centific’s brand, enhancing its perception as a reliable and trustworthy player in the technology services sector.

Final Thoughts

As we noticed in the examples shared above, many organisations are choosing to replace their long and complicated names in favour of shorter and more memorable ones. This shift reflects a growing recognition of the value of simplicity and clarity in the branding process. This is just one aspect of a broader transformation that is reshaping how companies approach their identities and their online presence. Another aspect is the acquisition of exact brand match .com domain names, a practice that has become increasingly common among companies when rebranding.

By obtaining a short and memorable domain name, businesses can bolster brand recognition, streamline customer access, and elevate their overall visibility, ultimately enhancing their competitiveness in the market.

A premium domain name is a powerful tool for businesses looking to establish a strong and professional online presence. If you’re ready to upgrade your brand and boost your online presence, contact us for more information on our premium domain name options and how they can help your business succeed.

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