In today’s blog post we want to address our company rebrand to Identity Digital (Australia) after the acquisition of Afilias, Inc. by Donuts Inc. We touch on what the rebrand means for .au, how individuals and businesses can embrace their digital identity with .au and look at what’s in store for Identity Digital Australia.

What does this mean for .au?

The biggest change is in our name. You may have noticed that the domain name hosting the Identity Digital Australia website is now identitydigital.au (formerly afilias.com.au) and our LinkedIn company name has changed to Identity Digital Australia Pty Ltd (formerly Afilias Australia Pty Ltd). 

Our services have not been affected in any way, and the Identity Digital Australia team maintains our high standards across support, security, compliance, marketing and operations.

Patrick Donaldson, Country Manager at Identity Digital Australia sees the rebrand as an opportunity to reinforce our presence as an industry leader.  

“Now in our fifth year as registry services provider for .au, our attention continues to be on strengthening our operational offer and highlighting our capacity as a growing organisation.”

Embracing your digital identity with .au

With a diverse portfolio of domain names globally, Identity Digital is focused on building on our commitment to find, grow and protect customer’s digital identities. As CEO Akram Atallah explained back in June, "Identity Digital reflects a stronger platform for expressing the core values we have had all along – to provide a secure, authentic digital identity.“ 

For Australian businesses and individuals, this can be reflected with .au - a trusted option, solidified by the launch of .au direct, now the second largest .au namespace after .com.au, with .au direct domain names reaching more than 550,000 at the end of September 2022. 

What’s in store for Identity Digital Australia? 

Strong interest in .au direct has driven growth in the .au domain, with total .au domain name registrations across all namespaces now exceeding 4 million. This significant uptake suggests that Australian businesses and individuals are enjoying the benefits of .au direct — that it’s open to everyone with an Australian presence, that it showcases your offer with a shorter, simpler option and delivers greater choice. 

While the key change is our name, connecting with industry peers remains a priority and we look forward to future opportunities to engage with auDA and our registrar partners to discuss trends and developments within the .au ccTLD.

For comments or questions, you can reach us at marketing@identitydigital.au