Sometimes, a name that once felt perfect starts to feel out of sync with a company’s vision. It could limit growth, confuse customers, or fail to represent what the business truly stands for. When this happens, rebranding becomes a chance to refocus, reach new audiences, and position the company for the future.
Companies rebrand for several reasons. Some need to overcome the limits of their current name, which may block growth or expansion. Others rebrand to appeal to new markets and align with their audience’s expectations. Making it easier for customers to recognise and connect with the brand is another key factor, as a clearer name can better reflect their products or services. In many cases, securing a strong domain name is a priority, improving their online visibility and strengthening their digital presence.
Here’s a look at some of the most notable rebrands of 2024 and the reasons behind them.
Barcodes Group – Levata
Early in 2024, Barcodes Group, a leader in end-to-end technology solutions, changed its name to Levata. The new name is inspired by the Italian phrase ‘levata del sole’, meaning sunrise, and the English word ‘elevate’, aiming to capture the company’s ambition to elevate customer experiences with the full range of its capabilities.
We’ve created our new brand, Levata, to give our company one global and unified identity that represents what we strive to bring to our customers and how we’ve evolved our value proposition. At Levata, our purpose is to elevate our customers’ potential to thrive in a world of motion by enabling their business transformation. With this brand, we want to fully amplify our strengths as an international, technology solutions integrator.
Daniel Nettesheim, President & CEO of Levata
As part of its rebrand, Levata acquired the Exact Brand Match (EBM) domain Levata.com. An EBM domain is essential for enhancing brand recognition, simplifying customer access, and improving overall visibility.
RRAI – Forterra
In February 2024, Robotic Research Autonomous Industries (RRAI), a leading provider of autonomous systems for ground-based movement, rebranded to Forterra. The name combines “for”, as in “directed to” or “belonging to”, with “terra” from Latin meaning “earth” or “solid ground”. Additionally, it conveys qualities of “forte”, from the Latin “fortem” or “strong”, symbolising the ability to withstand great force or pressure. The double “R” honours the company’s previous name, “Robotic Research,” and its more than 20-year history.
Since our founding over 20 years ago, we have been focused on the deployment of groundbreaking autonomy systems. Our rebrand to Forterra represents who we are today, while reflecting our history and the mission that drives us. We exist to empower people and their missions — regardless of the environment.
Josh Araujo, CEO of Forterra
Securing Forterra.com demonstrates the company’s dedication to building a strong digital identity and emphasises the importance of branding in the defence industry for standing out and driving growth.
Paytrix – Navro
London-based fintech startup Paytrix has rebranded to Navro, reflecting its growth and expanded services beyond simple payment solutions. The new name Navro combines the words “Navigation” and “Growth”, symbolising the company’s mission to help customers navigate their growth into new markets.
We’ve moved beyond just enabling businesses everywhere to send payments. Now, we offer genuinely local collection accounts to support your global infrastructure in addition to the local and real-time payments we have offered since the beginning – and even this is just the beginning of what we have planned. This rebranding journey is a reflection of the fact that we’ve grown quickly and that we aren’t slowing down. And is a testament to our commitment to excellence, not just in our product, but also in the experience we provide you.
Navro’s team
The company, initially operating under a .io domain, has transitioned to the domain Navro.com, a move that broadens its potential for growth and overcomes the constraints of country-specific domains.
GreenFig – Ziplines Education
Ziplines Education is an education company that collaborates with universities to deliver industry-focused certificate courses that prepare professionals for today’s digital-first workforce. Launched in 2017 as GreenFig, the company rebranded as Ziplines Education in February 2024.
Why Ziplines? Learning is a journey — it’s intimidating, exhilarating, challenging, and continuous. When you’re ziplining, you have a starting point and an endpoint. You soar from tree to tree with a distinct goal in mind. You’re focused on accomplishing something efficiently in swift, impactful, measurable timeframes. Where one zipline ends, another begins. Just like continuous learning. It’s about viewing your world from a different vantage point and challenging your perspectives. It’s an opportunity to step back and consider what’s important to achieving that next level of career success that may have felt slightly outside your reach — until now. Ziplines Education is here to challenge perspectives in education for the digital age.
Sara Leoni, CEO
Along with the rebrand, the company secured both ZiplinesEducation.com and Ziplines.com. A strong domain strategy ensures seamless access for the company’s users, safeguards the brand, and reinforces its market presence.
VidaNyx – Guardify
VidaNyx, a digital evidence management startup, has rebranded to Guardify. The new name follows a naming strategy similar to successful brands like Spotify and Shopify, offering a modern, globally resonant identity that reflects the company’s digital and technological focus.
Guardify captures our vision to safeguard justice by connecting communities to digital evidence management solutions that enhance efficiency, accountability, and trust. Law enforcement represents our largest user group and Guardify is a digital extension of this work.
Ben Jackson, CEO of Guardify
Guardify also secured the EBM domain Guardify.com, enhancing the effectiveness of its marketing efforts and providing customers with a simple, memorable online destination.
Reliance Steel & Aluminum Co. – Reliance
In February 2024, Reliance Steel & Aluminum Co., the largest metals service center operator in North America, changed its name to Reliance, Inc. The rebrand reflects the company’s evolution into a diversified metals solutions provider, emphasising that it is “more than metal”.
Over the years, retaining the words Steel and Aluminum in our corporate name has limited the perception of our company because Reliance has evolved to be so much more than metal. We are a family of companies committed to providing diversified metal solutions and increasing levels of value to our customers, opportunities to our employees and returns to our stockholders.
Karla Lewis, President and CEO of Reliance for Investing.com
Reliance also invested in the domain Reliance.com, an easily memorable address that ensures swift and efficient access to the company’s website.
National Business Furniture – NBF
In March 2024, National Business Furniture, a national commercial and workspace solutions partner, rebranded to NBF to better reflect its ability to support customers in conveniently achieving their workspace goals.
The re-brand is an evolutionary step in our transformation journey — one that will result in even better ability to deliver next-level results for the next era of work.
Anna Baxter Kirk, Vice President of Marketing & Ecommerce at NBF
The company owns the three-letter domain NBF.com, which currently redirects users to NationalBusinessFurniture.com. A shorter, more memorable domain reduces the risk of mistypes, increases visitor traffic, and enhances the brand’s credibility and trust.
Wingman Ventures – Founderful
Wingman Ventures, a Switzerland-based venture capital firm, has rebranded as Founderful. The new name was chosen to represent the firm’s dedication to placing founders at the core of its mission, reinforcing its identity as a founder-focused venture capital firm.
We wanted an identity that reflects how we put our founders front and center in all that we do. We’re so excited for what the future has to hold for our Founderful family!
Founderful
The company also transitioned to the domain Founderful.com. Securing this domain is important, particularly during a rebrand, as it ensures a seamless transition for existing clients and partners while strengthening the new brand identity.
Laird Connectivity – Ezurio
In March 2024, Laird Connectivity, a wireless technology provider, rebranded as Ezurio. The rebrand merges Laird Connectivity with Boundary Devices, acquired in 2022, combining decades of expertise in meeting connectivity needs across the medical, industrial, and commercial sectors.
For decades, Laird Connectivity and Boundary Devices have provided industry-renowned expertise in wireless product design and embedded processor development. We’ve an innovative team of global developers for all aspects of product development, and manufacturing incorporating software, hardware, test and certifications expertise. We are a dedicated connectivity partner with a proven track record that we are proud to stand behind. Today we establish a new chapter building on that foundation as Ezurio with a nod to our industry heritage and a look forward to our future.
Ezurio
As part of the rebrand, Ezurio secured the shorter and memorable Exact Brand Match (EBM) domain, Ezurio.com.
Advcash – Volet.com
In March 2024, Advcash, a feature-loaded payment platform for personal and business users, rebranded to Volet.com. The team shared that the old brand name was outdated and not in sync with the company’s ambitious roadmap.
Volet.com helps you send, receive, spend and exchange wherever you are. Local and international payments, credit cards and digital currencies: Volet.com lets you easily manage both your own and your team’s finances in the ever-changing world. As we grow both globally and locally, we try to keep things simple, fast and cheap.
Volet.com
Including the .com extension in the brand name reflects a growing trend among companies with high-value domains, such as Booking.com, Crypto.com, Tiger.com, Cars.com, Blockchain.com, Cats.com, and Monday.com. This approach simplifies the customer journey, reduces reliance on third-party platforms, and enhances the brand’s online visibility, ultimately elevating the customer experience.
Mississippi Lime Company – MLC
In April 2024, Mississippi Lime Company, a leading global supplier of high-calcium lime products and technical solutions, rebranded to MLC. The company also secured the three-letter .com domain MLC.com.
MLC has been a trusted partner in lime for over a century. Our customers rely on us to deliver high-quality calcium products while achieving the highest level of responsible production, reliable service and agility. Our new brand represents an inflection in our trajectory — defined by a growing international footprint, continuous improvement and innovation.
Paul Hogan, MLC president and CEO
Three-letter .com domains are highly prized for their brevity and adaptability, often used as acronyms for longer company names. With a legacy dating back to 1907, this rebrand and domain acquisition represents a strategic move to ensure the company remains relevant and continues to evolve.
Squadhelp – Atom
Squadhelp, a leading company naming and branding platform, rebranded as Atom in April 2024 and acquired the domain Atom.com. The rebrand reflects Squadhelp’s belief that a strong and memorable domain is key to building brand authority and trust, which are important for business success.
Here are just a few reasons we chose Atom.com as our new home and Atom as our new name: Domains matter: As a naming platform and domain marketplace, we know how important a domain is to overall success. We’re proving this with Atom.com. More authority, more trust, more sales: A memorable, powerful name is simply more trustworthy than the alternatives. Trust leads to brand loyalty and buzz, all adding up to more sales and a thriving brand.
Darpan Munjal, Founder and CEO of Atom
The company explained its reasoning behind the name change to ‘Atom’: atoms are the creative material of the universe, powerful in their essence, and a symbol of innovation.
Atom is an inspiring, memorable, and innovative name that people can get excited about. As a naming startup, with this tier A+ name and domain, we are betting on ourselves and aspiring to become a B2B household brand.
Darpan Munjal, Founder and CEO of Atom
Jetpack.io – Jetify
Jetpack.io, founded in 2020 with the goal of helping developers build cloud applications without needing to learn complicated technologies, has rebranded to Jetpack.
Jetify implies turning something into a jet – a jet that flies, consistently, reliably and at high speeds toward the clouds. It aligns with the benefits that our tools and platform offer.
Daniel Loreto, Founder of Jetify
Before the rebrand, the company used a .io extension, while another business with the same name owns Jetpack.com. This can lead to customer confusion, traffic misdirection, and email leaks. Country-code domains like .io, though often more affordable, carry risks such as limited global reach and reduced brand recognition. With the rebrand, Jetify secured the EBM domain, Jetify.com, effectively addressing these challenges.
Gympass – Wellhub
In April 2024, Gympass, a leading corporate wellness platform, rebranded as Wellhub. Previously focused on gym memberships, the company adopted the new name to reflect its expanding range of wellness services.
Recently, I found myself hung up on a particular brand tagline. I’d seen it quite a few times before– “we’re more than “just a gym-pass.” All wordplay aside, it was yet another sign to me as Chief Marketing Officer that it was time for the Gympass brand to evolve.
Ryan Bonnici, CMO
Adopting an EBM domain as part of this rebrand enhances the company’s credibility and authority, aligning with the practice of leading fitness companies to maximise brand protection and online recognition.
Inpsyde – Syde
Europe’s biggest WordPress agency, Inpsyde, has changed its name to Syde. The rebrand to Syde, an easier-to-pronounce name, boosts brand recognition, making it an essential step for increasing visibility and reach.
Syde encapsulates the essence of the company’s evolution and forward-looking approach. The shorter, easier-to-pronounce name reflects the agency’s commitment to clarity and being an accessible and reliable partner.
Syde’s press release
The company also opted for a shorter, more memorable domain name, moving from Inpsyde.com to Syde.com.
Support Shepherd – Somewhere
In May 2024, Support Shepherd, a provider of seamless and efficient global hiring solutions, rebranded as Somewhere. The change was motivated by the desire for a more memorable and impactful name, as feedback revealed that the original name, Support Shepherd, was frequently forgotten or misspelt. With the rebrand, the company also acquired the top domain Somewhere.com.
Using dictionary words as brand names is a popular choice among companies because these words are globally recognisable, easy to remember, and simple to share.
Ropo Capital – Ropo
Ropo Capital, a Nordic leader in invoice lifecycle services, rebranded to Ropo in May 2024 as part of its future growth strategy.
Our journey to becoming the Nordic market leader has been transformative and inspiring. The rebranding to Ropo and our new visual identity reflect our commitment to innovation and excellence. Our platform and services offer unmatched value to our clients. This marks the start of the next step on our growth journey, helping companies throughout the Nordics make data-driven decisions to optimize their performance.
Ilkka Sammelvuo, CEO of Ropo
The domain Ropo.com features a CVCV (consonant-vowel-consonant-vowel) structure, giving it a rhythmic, easy-to-pronounce quality that works seamlessly across languages and cultures. This naming pattern is popular among global brands like Nike, Dove, Visa, Sony, and Lego due to its universal appeal and strong memorability.
BNY Mellon – BNY
In June 2024, BNY Mellon, a global financial services company overseeing nearly $50 trillion in assets, rebranded as BNY to reflect its evolution and modern approach to banking and financial services.
These changes complement the company’s evolution as a leading global financial services company. The updated brand conveys trust, resilience and innovation, and helps us align the full breadth of our offerings and capabilities under one brand, to improve familiarity with who we are and all that we do for our clients.
Natalie Sunderland, BNY’s Global Head of Marketing and Communications
As part of its rebrand, the company secured the three-letter .com domain BNY.com. Ranked 130th on the 2024 Fortune 500 list, BNY joins 55 other companies from the list that leverage the benefits of owning a three-letter .com domain.
ConvertKit Rebrands to Kit
In June 2024, ConvertKit, the leading creator marketing platform, announced a rebrand to Kit and secured the domain Kit.com. The new name reflects the company’s evolution beyond its original scope, embracing a broader range of creator-focused functionalities.
For a while, we’ve felt that our current name no longer reflects the scale of our mission and vision. ConvertKit sounds too technical, too niche, and it doesn’t fully capture everything that creators do with our platform. We wanted a name for our company that was: Tied to our mission, One word, Easy to hear and spell over the phone, Not too technical. Kit checks all those boxes, and gives us a great starting point for building a new brand identity while staying connected to our 11+ years of experience serving creators as ConvertKit.
Kit’s team
Woodsense – Tector
Woodsense, the Nordic leader in moisture monitoring technology, has rebranded to Tector. This change reflects the company’s broader market alignment and the proven success of its moisture detection technology in timber construction. Now, this technology is also being effectively used on flat roofs made from various materials.
From day 1, the company’s mission has been to mitigate moisture damage in buildings. Early on, we observed widespread industry frustrations surrounding leaks in flat roofs. When we found a way to solve this massive problem, users quickly started to spread the knowledge of our solution and we realised that we could do more than just support in timber construction – we could help eliminate damages related to water ingress in all areas of the building across any sector.
Jeppe Rasmussen, CEO of Tector
Tector uses the EBM domain Tector.com, an intuitive choice for users that simplifies finding the brand online, increases visibility, and strengthens brand protection.
Media and Games Invest (MGI) – Verve
In June 2024, Media and Games Invest (MGI), a leading digital media company, rebranded to Verve, aligning its mission, “Let’s Make Media Better.”
We are excited to introduce our new corporate name, Verve, which better represents our vision for the future. Our rebranding is not just a change of name, but a reaffirmation of our commitment to responsible, data-driven advertising solutions that drive better outcomes for our partners.
Remco Westermann, CEO
Before the rebrand, the company operated under the domain MGI-Se.com. Companies often use domains with additional words or dashes when their EBM domain is unavailable or beyond their budget. By acquiring Verve.com as its new domain, the company reduces the risk of traffic and email loss while preventing potential user confusion. The new domain provides an intuitive online destination, ensuring stronger brand consistency and an enhanced online presence.
WhoCanFixMyCar – FixMyCar
In July 2024, WhoCanFixMyCar, the UK’s largest online marketplace for car repairs and maintenance, rebranded as FixMyCar. The company also invested in the shorter domain name, FixMyCar.com. Easy-to-type and memorable domain names improve user experience and enhance brand recognition.
As we embark on an exciting new phase for the business, the renaming to FixMyCar marks a modernisation of the brand, as we evolve our offering for drivers, garages and partners as part of a long-term plan for growth. At FixMyCar we are very much focused on the future, so this year we have made significant investments in our brand and marketing efforts to reach a wider audience of drivers and add even greater value through increased volume to our garage network.
Kevern Thompson, CEO
Guaranteed Rate – Rate
In July 2024, Guaranteed Rate, a leading mortgage lender in the United States, rebranded to Rate, reflecting its evolution and dedication to simplifying the mortgage process.
The company has owned the Rate.com domain since 2016, a strategic move to simplify access for customers. The shorter domain removes the need to type “guaranteed,” which was often prone to typing mistakes.
Now, with 70% fewer keystrokes, you can help your customers find low, low rates and their ideal mortgage product faster than ever. Emails between you and loan officers will be more efficient. Referrals to the website will be quicker and less prone to typing errors. Gone are the days of spelling out ‘guaranteed’ (that second ‘a’ was always tricky, right?). Rate.com is a HUGE improvement that we are happy to share with you, because anything we can do to make your lives easier is our #1 priority.
Rate.com
FM Global – FM
In July 2024, commercial property insurer FM Global simplified its name to FM. This change reflects the company’s evolution and its nearly 200-year legacy of partnering with and protecting businesses worldwide.
Last time we redid our brand, when we became FM Global a quarter-century ago, we were trying to establish ourselves on the international stage. Big companies at the time would often use an ellipse as a design touchstone. These days, “global” goes without saying. Announcing it from Paris says it well enough. By dropping the word “global” and its associated design elements from our logo – by simplifying and streamlining it – the letters F and M can be bigger and more prominent. That makes the logo easier to recognize. If you want to build awareness, you need a logo that is clear, clean, large, easy to see and hard to forget.
Jill Hambley, Vice President of Brand & Integrated Marketing
As part of the rebrand, FM secured the two-letter .com domain FM.com. These domains are highly sought after in digital branding for their rarity and exclusivity, with only 676 possible two-letter combinations in existence.
CSBusinessScreen.com – BusinessScreen.com
CSBusinessScreen.com, a leading provider of comprehensive business background check services, has changed its name to BusinessScreen.com.
The transition from CSBusinessScreen.com to BusinessScreen.com reflects our evolving identity and commitment to innovation. Our new name better represents our comprehensive services and technology that identify business risks and produce a simple to read and understand background check report.
BusinessScreen.com
Simplifying the name and domain to BusinessScreen.com makes the brand easier to remember and access. Adding the .com extension is another example of the naming strategy we mentioned earlier with the Volet.com rebrand, which streamlined the customer journey and boosted online visibility.
Golden Malted – Golden Waffles
Golden Malted, the world’s first all-inclusive waffle program, rebranded to Golden Waffles in time for National Waffle Day on August 24, 2024. The new name refreshes the brand’s identity and better reflects the beloved products it offers. Along with the rebrand, the company secured the EBM domain GoldenWaffles.com.
We’re changing our name to Golden Waffles because that’s what we do – we make golden, fresh-baked waffles!
Michael DiBeneditto, CEO
Oxford Biomedica – OXB
In September 2024, Oxford Biomedica, a leading cell and gene therapy contract development and manufacturing organisation (CDMO), rebranded to OXB. The rebrand introduced a modern and more recognisable visual identity, showcasing the company’s evolution into a global pure-play cell and gene therapy CDMO. The former name, Oxford Biomedica, suggested a regional focus, potentially limiting its appeal in the broader market. In contrast, OXB offers a more flexible and universal brand identity.
The launch of our new brand identity reinforces OXB’s significant transformation into a leading pure-play cell and gene therapy CDMO. This rebranding is more than just a new look – it reflects the global nature of our operations and our deep commitment to the success of our clients’ drug development programmes. As OXB, with our new capabilities and global footprint, we are ideally positioned to communicate our end-to-end services to current and potential clients, and to interact with them from early-stage development through to commercial manufacturing.
Dr. Frank Mathias, Chief Executive Officer of OXB
The company also secured the shorter and more memorable three-letter .com domain, OXB.com.
Stride Funding – Clasp
In September 2024, Stride Funding, a high-retention recruiting platform for hard-to-hire talent, changed its name to Clasp. The company also closed an oversubscribed venture round of more than $10 million led by Crosslink Capital.
When you hear the word “Clasp,” what do you think? I think of lasting bonds and connections built on trust, which is the heart of what our company does. 💜 Today is a goodbye to Stride Funding, our identity for the last six years, and hello to Clasp (clasp.com), our future.
Tess Michaels, founder and CEO
Acquiring Clasp.com gives the company a competitive edge. Dictionary word .com domains are highly valued for their simplicity and memorability, boosting brand recognition and improving online visibility.
H2 Green Steel – Stegra
Swedish startup H2 Green Steel has rebranded to Stegra, reflecting its purpose of decarbonising hard-to-abate industries. CEO Henrik Henriksson shared that the new name, which means “to elevate” in Swedish, represents “the team’s spirit to rise in the face of challenges and always continue to move onwards and upwards.” It also honours the company’s Swedish roots in Boden. Along with the rebrand, Stegra secured the EBM domain, Stegra.com.
The team continues to prove that it is possible to do more and to change things fast, also in an industry that has for a long time been considered difficult to decarbonize. As we continue this journey, we leave our more descriptive project name behind, and take on the name Stegra, which reflects our long-term ambitions.
Henrik Henriksson, CEO of Stegra
CodiumAI – Qodo
CodiumAI, a quality-first generative AI coding platform, helps developers write, test, and review code. In September 2024, the company rebranded as Qodo and announced a $40 million Series A funding round led by Susa Ventures and Square Peg. The new name, “Qodo,” combines the ideas of “Quality” and “Code,” reflecting the company’s belief that “quality should be at the heart of every line of code, every tool we build, and every process we enhance”.
As we come closer to achieving our broader vision of quality-first AI coding, we needed a name that would resonate with our commitment at every stage of development and represent a unified code integrity platform. That name is Qodo.
Itamar Friedman, CEO and co-founder of Qodo
As part of the rebrand, the company transitioned to the domain Qodo.ai and secured the Exact Brand Match (EBM) domain Qodo.com. This is significant because consumers typically search for the EBM domain when seeking a company online. Our article Beyond the Buzzword: Why ‘AI’ No Longer Wows Consumers explores why companies need to rethink their reliance on the term “AI” and adapt their branding strategies to meet evolving expectations.
Hotel Engine – Engine
In October 2024, Hotel Engine, a modern travel platform for booking and managing work trips, rebranded to Engine. The rebrand reflects the company’s expansion beyond hotels to offer a broader range of travel services, including flights and rental cars.
When we started this journey, we focused on revolutionising hotel bookings for businesses. But our customers asked for more, and we listened. Our evolution into Engine marks our expansion into full-service business travel solutions for our customers. With the addition of flights and cars, our customers can manage all their business travel on a single platform.
Engine’s team
The company also upgraded its domain from HotelEngine.com to the shorter and more memorable Engine.com.
Kune Consulting – Atomise
Kune Consulting, a leading tech consulting firm specialising in software development, digital transformation, and scalable technology solutions, has rebranded to Atomise. This change represents the company’s evolving services and long-term vision, aligning more closely with its core values and strategic objectives.
Jeff Bezos once said,“Your brand is what other people say about you when you’re not in the room.” As we officially rebrand from Kune Consulting to Atomise, this quote feels more relevant than ever. When we chose the name Atomise, we did so with a purpose: to communicate how we break down barriers, strip away the unnecessary, and provide clarity to our clients. Atomise reflects how we take complex business challenges and simplify them into precise, manageable, and impactful solutions. It’s what our clients already say about us when we’re not in the room—our ability to deconstruct complexity and deliver results that matter.
Alex Feltwell, CEO and co-founder of Atomise
Kune Consulting initially used the .consulting domain, a TLD tailored for consultants and agencies. While relevant, such extensions can restrict brand growth and versatility. The rebrand to Atomise reflects the company’s broader capabilities and evolving services.
We’d had bits of feedback around the brand name (Kune.Consulting); people struggled to pronounce it and constantly asked what it meant. We also faced frustration with the .consulting domain extension—not all websites would accept it, and as tech providers, that clash told us something wasn’t right.
Alex Feltwell, CEO and co-founder of Atomise
To support its new identity, Atomise secured the EBM domain Atomise.com. Learn more about the rebrand in our interview with Atomise’s CEO and co-founder, Alex Feltwell.
At Home Switzerland – Cityus
Serviced apartment provider At Home Switzerland has rebranded to Cityus, reflecting its expansion beyond Switzerland and its growing presence across Europe. The original name, At Home Switzerland, restricted the brand to a specific location, potentially limiting its broader market appeal. In contrast, Cityus provides a more flexible and global identity, better aligned with the company’s European growth ambitions.
We saw the decision to change our name and identity as a natural step in our growth, to reinforce our values and promote our ambition to become one of Europe’s leading serviced apartment providers. The name change is bold and individual, reflecting our dedication to persistent adaptation and innovation.
Bella Nokes, Founder
By moving from the limiting AtHomeSwitzerland.com to Cityus.com, the company is broadening its reach and adopting a global outlook, creating opportunities for greater growth beyond its original base.
Ariyh – Science Says
Ariyh, a science-based marketing newsletter, has rebranded to Science Says. The name change addresses the challenges of the old name, including issues with pronunciation, spelling, and memorability.
When it came to choosing a name for my idea, I didn’t think it over too much. I prioritized going to market and testing it. Acronyms seemed to be the answer to finding an available .com domain, so after playing around with a few ideas I settled on one. Academic Research In Your Hands. ARIYH. Ariyh was born. But as Ariyh grew, some key issues with the name emerged: People did not know how to pronounce it or spell it. Frequently explaining the acronym was impractical, which meant the name did not mean anything to most people. The lack of meaning made it even harder to remember. This probably hurt word of mouth (how can you recommend a name you can’t pronounce or spell). It was clear that a more effective name was necessary.
Thomas McKinlay, Founder
The new name, Science Says, was chosen for its simplicity, trustworthiness, and international appeal. It avoids spelling issues, is easy to pronounce, and clearly conveys the company’s core benefit – explaining what science says in marketing. The company also secured its EBM domain, ScienceSays.com.
Sime Darby – Sime
In November 2024, Sime Darby Bhd, a leading Malaysian trading conglomerate, rebranded as Sime to align with its future vision.
For over 100 years, the group have adapted to evolving markets, showcasing its agility and resilience. We are especially excited about the vast prospects in Asia Pacific and are focused on better serving stakeholders while establishing a more distinctive identity in the market.
Dato’ Jeffri Salim Davidson, group CEO
The company was founded in 1910 and was named after its founders, William Sime and Henry Darby. Our recent report explores the benefits of using a personal name as a brand name, including building trust, creating a closer connection with customers, and giving the brand a unique character and authenticity.
Sime also switched to the short CVCV domain Sime.com.
TopSet – Lingawa
Topset, an EdTech startup dedicated to promoting cultural pride and economic empowerment through African language learning, rebranded as Lingawa in November 2024. The rebrand coincided with the company’s achievement of raising $1.1 million in pre-seed funding.
You know what’s funny about running a language company? Sometimes, the hardest thing is finding the perfect words. For the past few years, we’ve been TopSet, and together, the things we’ve achieved. We’ve helped thousands preserve their languages, celebrate who they are and share their stories. But as we grew, it felt like our name wasn’t fully capturing who we are. You know that feeling when your favorite jacket just doesn’t fit anymore? I mean, it’s still great, but you’ve changed, evolved and need something that feels more like you. That’s exactly where we found ourselves with TopSet. We’ve built something amazing together, a community passionate about language, culture and authentic connection. But as we’ve grown, we realized our name needed to grow with us.
Frank Williams, Founder and CEO of Lingawa
Before the rebrand, the company operated under the domain TopSet.app. Startups often rely on domains with alternative extensions when their EBM domain is unavailable or outside their budget, but this can result in lost traffic, confusion, and less effective marketing. As part of its new identity, Lingawa secured Lingawa.com, boosting visibility and protecting its brand online.
Hizakura – QDE
In December 2024, Hizakura, a leading provider of high-performance Virtual Private Servers (VPS), rebranded to QDE and secured the domain QDE.com.
We are thrilled to announce that the Hizakura brand has been officially rebranded to QDE, in accordance with our evolving company strategy. This change reflects our dedication to innovation, growth, and improved customer service. In conjunction with this change, we have implemented a new, more efficient domain name: qde.com.
QDE
Previously, the company operated with the .nl domain extension, the country-code top-level domain (ccTLD) for the Netherlands. Securing QDE.com ensures the company is well-positioned for future growth and that its online presence aligns with its broader services and global ambitions.
Final Thoughts
Having already reviewed rebrands from 2023, the trend of companies replacing long and complex names with shorter, more memorable ones continues in 2024. This change shows how important simplicity and clarity have become in branding as businesses rethink their names and online presence. Another aspect we’ve seen is the acquisition of Exact Brand Match (EBM) domains, which is a common step during rebrand. By choosing short and easy-to-remember domains, companies make it simpler for customers to find them, improve their visibility, and stay competitive in the market.
The right domain name is an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a perfect domain name for your business, contact us to learn more about our available options and how we can help you get started.
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2024 branding business domain domain name domain names domains naming rebrand
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