Ashley Madison tones down tagline on dating website

TORONTO – The company that owns the Ashley Madison dating website has dropped the signature tagline: “Life Is Short. Have An Affair.” 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.

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.