The venerable .ORG extension  has gotten a major makeover that went public today when a new website and visual identity was launched worldwide. The Public Interest Registry's refreshment of the .ORG brand centers around the new site at TheNew.org. Previously, the popular TLD was based at the PIR website,  PIR.org, a domain that now redirects to TheNew.org).

A fact sheet announcing the changes noted, "The rebrand builds upon .ORG’s long-time support of the organizations, associations, clubs, businesses and individuals using the domain, but takes the commitment a step

New .ORG logo unveiled today

further by actively uniting .ORG communities around shared interests and passions." The sheet highlighted these points:

• The new logo - with “ORG” encircled in a vibrant royal blue sphere - reflects the brand’s impact worldwide, with more than 10 million domains under management.

• 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.

• The design also allows the color to be exchanged for photography and video, so .ORG can tell visual stories through the lens of the logo.