Identity Malta Rebrands as “Identità”
Identity Malta, the government agency responsible for crucial identity-related services such as ID cards, passports, visas, and public deeds, has undergone a significant transformation and rebranded itself as “Identità.” The agency unveiled its new brand identity during a special event on a Friday evening, signaling a bold shift in its visual identity and a renewed commitment to enhancing security and innovation in the provision of identity services.
One of the most noticeable changes is the agency’s logo. The former orange and blue emblem has been replaced by a striking red logo that incorporates a watchtower and a biometric fingerprint. Identità has explained that this fresh design symbolizes “authenticity, security, and innovation.” The watchtower and fingerprint motifs underscore Identità’s dedication to protecting citizens from identity theft and reflect its move towards offering services online.
Mark Mallia, the CEO of Identità, emphasized that this rebranding effort extends beyond a mere visual makeover. He described it as a “commemoration of a 10-year journey” and acknowledged the agency’s significant evolution over the past decade. “Refreshing the agency’s identity is a natural step after this transformative journey. This new branding reflects that journey,” explained Mallia.
Home Affairs Minister Byron Camilleri also highlighted the agency’s achievements since its establishment in 2014. Identity Malta was initially created as a consolidated entity responsible for various identity and residency services. Since its inception, the agency has implemented several key initiatives, including the introduction of new ID cards and passports, the inclusion of X gender markers on official documents, legal adjustments to accommodate both Maltese names and foreign surnames, and the digitization of numerous services.
The rebranding of Identity Malta to Identità represents a significant step in its ongoing commitment to delivering efficient, secure, and innovative identity services to the people of Malta and beyond.
FAQs (Frequently Asked Questions):
Why did Identity Malta rebrand itself as Identità?
Identity Malta underwent a rebranding effort to signify its commitment to authenticity, security, and innovation in providing identity services. The new brand identity reflects the agency’s evolution and transformative journey over the past decade.
What is the significance of Identità’s new logo?
The new logo incorporates a watchtower and a biometric fingerprint, symbolizing Identità’s dedication to safeguarding citizens from identity theft and its shift towards offering services online.
What initiatives has Identità implemented since its establishment?
Since its inception, Identità has introduced new ID cards and passports, added X gender markers on official documents, made legal adjustments to accommodate Maltese names and foreign surnames, and digitized various services.
Who is the CEO of Identità?
Mark Mallia is the CEO of Identità and played a key role in the agency’s rebranding efforts.
What is Identità’s mission with its rebranding?
Identità’s rebranding reflects its commitment to providing efficient, secure, and innovative identity services to the people of Malta and beyond, while also commemorating its decade-long journey of transformation.
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