Murray Hill, N.J.--Dun & Bradstreet Inc. said Tuesday that it is transitioning its name to its acronym D&B. The company added the tagline "Decide With Confidence" to its messaging and produced a new visual identity tied to distinct product lines. D&B keeps its vibrant blue corporate colors, but adds a bold yellow secondary color to the mix. D&B Chairman-CEO-President Allan Loren said a strong global brand would continue to distinguish the quality of D&B's data and services to b-to-b customers. D&B is debuting two new product brands, D&B E-Commerce Solutions and D&B Small Business Solutions, directly tied to the corporate identity.