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PIR’s “new” .org domain is just temporary. Help it pick another new one!

Kevin Murphy, September 18, 2019, 21:23:17 (UTC), Domain Registries

Public Interest Registry unveiled a fancy new set of logos and a swanky new web site yesterday, but CEO Jon Nevett tells us that its new domain name is temporary.

The new site and logos are undeniably superior to those they replace, but what raised eyebrows was the fact that the non-profit company has replaced its old pir.org domain with thenew.org, and deprecated the PIR brand almost entirely on its site.

The old PIR domain now redirects to the new thenew one, but the older domain still ranks higher in search engines.

But Nevett tells us it’s not a permanent move.

“Think of it more as a marketing campaign,” Nevett said. “This is a limited campaign, then we’ll move to another name.”

The campaign is basically about PIR going back to its roots and repositioning itself as the .org guys.

It’s only been six years since PIR last rebranded. In September 2013, the company started calling itself “Your Public Interest Registry” in its logo, deliberately playing down the “.org”.

Then-CEO Brian Cute told us at the time that playing up .org “made a lot of sense when we were a single-product company” but that with the imminent launch of sister TLDs .ngo and .ong, the decision was made to lead with the PIR branding instead.

.ngo and .ong — for “non-governmental organization” in English and other languages — haven’t exactly flown off the shelves. Neither one has ever topped 5,000 domains under management, while .org, while declining for a few years, still sits comfortably at over 10 million domains.

“I wouldn’t say so,” Nevett said, when I asked him whether PIR is now essentially back to being a single-product company. “But .org is the flagship, and we’re going back to leading with .org as the key brand. It’s what we’re known for and to say otherwise would be silly.”

People outside the industry have no idea what PIR is, he said, but they all know what .org is.

Some suspect that the rebranding is a portent of PIR gearing up to raise prices, given its newly granted ability to up its registry fees beyond the 10% annual price increase cap that it has it has been to date contractually bound to.

But Nevett said the rebranding is “not at all related to a price increase”. He told me several times that PIR still has “no plans to raise prices”.

He said the rebranding was first put in motion over a year ago, after Cute’s departure but before Nevett’s hiring, during Jay Daley’s interim interregnum.

Anyway, here are the new logos:

PIR logos

To the untrained eye, like both of mine, the new, primary .org logo may just look like two blue circles and the word “org”, but PIR’s press release tells us it’s communicating so much more:

The open “ORG” lettering on either side of the sphere signals that .ORG is an open domain for anyone; it serves as a powerful and inclusive global connector. The logo uses a deep royal blue, evoking feelings of trust, security, and reliability that reflect .ORG’s long-standing reputation.

Because I don’t want to alienate any of PIR’s utterly lovely public relations agency people (the same PR agency that came up with the new branding), I’m not going to pass any comment whatsoever on this piffle.

I think the new logos and web site are improvements. They’re also long-term investments, while the new domain name is not.

“For three to six months we’ll be leading with the marketing campaign of thenew.org, after that we’ll be using a new name as the lead,” Nevett said.

But it won’t be back to pir.org or thenew.org, he said.

Which begs the question: what domain will PIR switch to?

During the course of our conversation, Nevett made the mistake of asking me what I thought the next domain should be, and I made the mistake of saying that I should open the question up to my readers.

So… what should PIR’s next domain be?

Be nice.

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Comments (11)

  1. Acro says:

    Their next domain should be theneworg.com 🙂

  2. Rubens Kuhl says:

    b.org – resistance to price increases is futile

  3. Ogg says:

    WeDonCareAboutUrNonprofitButOnlyOurParent’sCompany’s.org

    Opps, commas not allowed. That most certanly wont be it.

  4. Registrar says:

    Erm. Isn’t this basically the .uk family branding?…

    https://www.dynadot.com/sr/registry-logo-uk.png

  5. Rob says:

    dotCOMsucks-GetA.org

  6. wanker says:

    how about publicdisinterestregistry.fail?

  7. Sillyme says:

    orgymacorgface.org

Leave a Reply to wanker