Public Interest Registry is dropping the .org from its primary branding in preparation for the launch of its new gTLDs.
CEO Brian Cute said that branding the registry around .org “made a lot of sense when we were a single product company”, but that the time has come to put the PIR name front and center.
The new logo incorporates “Your”, as a result of focus groups, testing and because Cute says “really reflects to us our commitment to the communities we serve”.
PIR has applied to ICANN for .ngo, for Non-Governmental Organization, along with Latin equivalent .ong and four transliterations of .org in Cyrillic, Hindi and Chinese.
Cute told DI that the plan for .ngo and .ong is to have a space in which, unlike .org, the identities of the registrants have been validated.
There’s going to be a searchable directory, a portal, and a “Facebook-like” service for registrants, he said.
“We’re going to have profile pages, so if a registrant doesn’t want to stand up a full website, there’ll be a Facebook-like profile they can populate,” he said.
It sounds like PIR is thinking about a template-driven approach to getting content on .ngo domains, somewhat similar to how .tel works (though it won’t be mandatory in .ngo) or Employ Media’s .Jobs Universe.
But Cute said neither of those concepts inspired PIR, which is building its profile service from scratch.
It’s an interesting way to market a TLD, and I’m positive that PIR won’t be the only new gTLD applicant to do something along these lines.