Makes decision in lieu of allegations of trademark infringement; will phase out existing brand within a week.

MonsterHosting.ca, a Canadian web hosting and web solutions provider, today announced it will re-brand its products and services under the BlueFur.com moniker, citing trademark concerns over its use of the current name.

The company, which has been operating under the current brand since its founding in 2003, will complete the shift to BlueFur.com within the week. All products and services will remain unchanged, and no disruption in service is expected during the transition.

BlueFur.com was chosen as the new brand so the company can continue to use its signature mascot and distinctive blue-based color scheme.

“Making this decision was not easy, certainly after our success in the past several years under the current name. However, we felt that rather than exhausting hundreds of thousands of dollars in legal fees defending our use of the name and possibly affecting our ability to continue to deliver affordable hosting and world class customer service, it was the best option to settle this matter out of court. We are looking forward to resuming our concentrated marketing and branding efforts now that we have placed this trademark dispute behind us. Selecting a brand that allows us to continue using our lovable mascot was a tricky venture. We strongly feel that BlueFur.com is a brand name that is unique and easy to remember. It will also save time for both our employees and customers, as BlueFur.com requires six fewer keystrokes every time our site is accessed. We hope the name change alone results in a significant boost to worker productivity on a global level”, said Lisa Jones, President of the company.