Entrust Datacard announced on September 14, 2020, that its company name and brand identity would become Entrust. The company said the change reflected its expansion from physical credential issuance into digital identity, payments, data protection and other security services as more business and public interactions moved online.
What changed on September 14, 2020?
Entrust Datacard announced that it would operate under the shorter corporate name Entrust and introduced a corresponding brand identity. This was a corporate rebrand, not an announcement that the company had stopped making card-issuance equipment or abandoned every established product name.
The explanation came from Entrust’s own announcement and executives. The company said digital transformation—and the rapid shift to online interactions during the COVID-19 pandemic—made secure digital interactions more important. It also said its business had grown beyond its historical focus on issuing physical credentials.
President and CEO Todd Wilkinson described the move as an evolution that honored the company’s heritage while emphasizing its role in securing identity, payments and data protection. Entrust CMO Karen Kaukol said enabling trust was the company’s mission and the focus of its technology development. IDC cybersecurity analyst Frank Dickson similarly described trust as the foundation needed to realize the benefits of digital transformation.
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Why Entrust said the name needed to change
From physical credentials to digital security
The Datacard name was strongly associated with card printers, issuance systems and related supplies. By 2020, Entrust said its portfolio also covered digital identities, payment security, data protection, authentication and hardware security modules (HSMs). “Entrust” was intended to represent that broader scope without making the corporate brand sound limited to one physical-product category.
A response to more interactions moving online
Entrust connected the rebrand to everyday activities increasingly conducted through digital channels, including purchases, travel, government services and access to corporate networks. Its stated logic was that organizations needed confidence that people, devices, transactions and data could be trusted when those interactions happened remotely or online.
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These statements explain the company’s rationale. The available announcement does not establish an independently measured increase in sales, market share or brand recognition resulting from the rebrand.
How the company reached the Entrust name
| Year | Corporate development |
|---|---|
| 1969 | Datacard Corporation was founded, according to Entrust’s 2020 announcement. |
| 2013 | Datacard acquired Entrust, according to the same announcement. |
| 2014 | Datacard Group and Entrust introduced the combined corporate brand Entrust Datacard. The announcement framed the combination as joining complementary portfolios while preserving the equity of both predecessor brands. |
| September 14, 2020 | Entrust Datacard announced the corporate name and brand identity Entrust. |
The 2020 decision therefore simplified the combined identity created after the acquisition; it was not the original merger of the two businesses.
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Did Datacard products disappear?
No. Entrust said Datacard would remain the product-line name for high-volume card issuance, with continued investment in hardware, software, services and supplies. Customers could therefore still encounter Datacard branding on physical issuance products even after the corporate name changed.
What happened to nCipher and nShield?
Entrust said the nCipher name would transition to Entrust over time. It also said nShield would remain the product-line name for its HSMs. The distinction matters: a corporate rebrand can change the name on the parent company’s website and documents while retaining established names for products that customers already recognize.
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What this means for card-printer supplies
The announcement confirms that Datacard supplies, including card-printer ribbons, remained an active product category. It does not identify a particular ribbon model, printer compatibility, current inventory or marketplace listing. Anyone buying supplies should match the exact printer model and verify compatibility rather than relying on the corporate name alone.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the 2020 announcement said about company scale
Entrust’s release described the business as having nearly $800 million in annual revenue, 2,500 employees, sales and service in more than 150 countries, 50 offices and a network of more than 1,000 technology and channel partners. These are historical, company-reported figures published with the 2020 rebrand announcement; they are not current revenue or workforce measurements.
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| Figure | Qualification |
|---|---|
| Nearly $800 million annual revenue | Company-reported in the September 2020 announcement; not a current estimate. |
| 2,500 employees | Company-reported in that announcement; historical. |
| More than 150 countries | Sales and service footprint claimed in that announcement; historical. |
| 50 offices | Company-reported in that announcement; historical. |
| More than 1,000 technology and channel partners | Company-reported network figure in that announcement; historical. |
Descriptions such as “global leader” or “one of the world’s largest” should likewise be understood as language from Entrust’s own release, not as independently verified rankings.
Quick Recap
Entrust Datacard before and Entrust after
| Aspect | Before September 14, 2020 | After the announcement |
|---|---|---|
| Corporate name | Entrust Datacard | Entrust |
| Brand emphasis | Combined identity created after Datacard’s acquisition of Entrust | One identity spanning digital and physical security capabilities |
| Datacard card-issuance products | Datacard product branding | Datacard retained as the high-volume card-issuance product-line name |
| HSM product line | nShield branding | nShield retained as the HSM product-line name |
| nCipher | nCipher branding | Planned transition to Entrust over time |
What the rebrand does—and does not—tell customers
- It does tell you: the parent company adopted Entrust as its corporate identity in 2020 and wanted the name to cover a wider digital-security portfolio.
- It does not tell you: that every product was renamed immediately, that Datacard printers or supplies were discontinued, or that the change produced a documented commercial outcome.
- For purchasing: use the product’s exact model documentation and compatibility information. The corporate rebrand alone is not a substitute for those checks.
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