TORONTO — The company that owns the Ashley Madison dating website has dropped the signature tagline: "Life Is Short. Have An Affair."
AshleyMadison.com is now going with the tagline: "Find Your Moment."
In addition, the company's corporate identity has been switched to Ruby Corp., from Avid Life Media.
In this June 10, 2015 photo, Ashley Madison's Korean web site is shown on a computer screen in Seoul, South Korea. (Photo: Lee Jin-man/Associated Press)
The changes are part of a rebranding campaign that was announced last week by the Toronto-based company, which hired new senior management in April to replace founder Noel Biderman, who left in August.
Avid lost about a quarter of its annual revenue last year after a security breach last summer exposed names and financial information about millions of purported Ashley Madison clients.