Identity Malta Rebranded As Identità With New Digital And Security Focus

Identity Malta, the state agency in charge of critical identity-related services including ID cards, passports, visas, and public deeds, has announced its rebranding to “Identità”. The new brand identity was revealed during a special event on Friday evening.

A striking change is seen in the agency’s logo. The previously orange and blue logo has been replaced with a bold red emblem that combines a watchtower with a biometric fingerprint. The agency has stated that this new design signifies “authenticity, security, and innovation”. The symbolism of the watchtower and fingerprint underscores Identità’s dedication to safeguarding citizens from identity theft and signifies a move towards the online availability of its services.

Identità’s CEO, Mark Mallia, emphasized that this rebranding goes beyond a mere visual makeover. Describing the transition as “the commemoration of a 10-year voyage”, Mallia acknowledged the agency’s significant evolution over the past decade. “It was a logical step to refresh the agency’s identity following this transformative journey. This new branding reflects that voyage,” Mallia explained.

Home Affairs Minister Byron Camilleri further highlighted the agency’s achievements since its inception in 2014. Identity Malta was initially created as a consolidated entity for various identity and residency services. Since then, the agency has implemented a series of key initiatives, including the launch of new ID cards and passports, introducing X gender markers on official documents, legal adjustments to accommodate Maltese names and foreign surnames, and the digitization of several services.

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