Zocalo, sure...but Cognito makes complete sense. The word incognito basically means anonymous. The prefix 'in-' frequently negates the meaning of the word it's

Zocalo, sure...but Cognito makes complete sense. The word incognito basically means anonymous. The prefix 'in-' frequently negates the meaning of the word it's attached to. So when you remove the negation from anonymous, you get a known identity, which seems very apropos to an identity service.