User blog comment:Brandon Rhea/How we're testing the fandom.com domain migration/@comment-184.59.68.12-20181024020946/@comment-5138281-20181024021439

Technically they rebranded to FANDOM over two years ago now. FANDOM is branded and well-known.

This is very similar to when they rebranded from WikiCities to Wikia, and domain changed from wikicities.com to wikia.com as a result.