The owner of infidelity site Ashley Madison is ditching its corporate name in a rebranding push after a devastating hacking episode last year exposed the site's database of cheaters to the world.
Toronto-based Avid Life Media said it is shedding its name and rebranding as Ruby Corp.
Although Ashley Madison will keep its name, the site is abandoning its slogan — "Life is short. Have an affair" — for a new tagline, "Find your moment."
The moves come after Avid Life was consumed by national intrigue in summer 2015 when hackers posted some 37 million names of people in the Ashley Madison database.
It also comes a week after the company reportedly said that the Federal Trade Commission had opened an investigation into its practices. The company acknowledged that it had previously used computer bots, which experts say have been employed on certain hookup sites to create false female profiles to lure male users.
Rob Segal, who was appointed CEO earlier this month, said in a statement that his first step is "to completely rebuild the company as a relevant, digital dating innovator that truly cares for our customers."
That starts with the new tagline and a new ruby gem-shaped logo, instead of the previous wedding ring and hush image.
"Life is short. Have an affair" was "a limiting label that’s out-dated and doesn’t speak to the wide variety of connections people find on Ashley Madison," Segal said.
The company will also launch a global advertising campaign July 18 to accelerate the rebranding.
The Ruby name was selected because it "has a sensual, feminine quality, connotes value and fits with the fresh start our company is undergoing,” new president James Millership said.
Follow USA TODAY reporter Nathan Bomey on Twitter @NathanBomey.
