• AI Domains
  • Pricing
  • Membership

    • .blue

    Generic top-level domainsIDNDNSSEC

    Overview

    .blue is a generic top-level domain (gTLD) intended to create an Internet identity tied to the color and concept of "blue." Operated by Afilias and categorized under lifestyle gTLDs, .blue is positioned for branding, merchandising and community uses that leverage the color association.

    History

    • Applied-for as part of ICANN's New gTLD Program (Reveal Day: 13 June 2012).
    • Registry operator / manager: Afilias.
    • Registry Agreement signed by Afilias and ICANN on 07 November 2013.
    • Delegated to the DNS Root Zone on 05 February 2014.

    Usage and Audience

    • Targeted at businesses, organizations and individuals who want an Internet identity tied to the color blue.
    • Suggested uses from the application:
      • Branding and professional web presences related to the color blue.
      • Online stores, shopping experiences, merchandising and retail sites.
      • Blogs, wikis and file-sharing sites supporting business or social causes.
      • Personal sites reflecting interest in or support for causes associated with blue.
    • The applicant estimated adoption of around 20,000 domains under management after three years.

    Registration Rules

    • Intended to be an open TLD, generally available to all registrants.
    • Registrations are subject to the standard Sunrise period restrictions for trademark holders (i.e., Sunrise precedes general availability).

    SEO and Brand Impact

    • Afilias presented .blue as enabling unique branding and Internet-identity creation tied to the color blue.
    • The color-based association is positioned as a compelling branding tool for some businesses and individuals, though the applicant noted it may take time to gain wide popularity.

    Notable Cases or Examples

    • A Legal Rights Objection was filed by the Blue Cross and Blue Shield Association against Afilias's application for .blue.
    • The objection was dismissed (panel determination dated 16 August 2013), allowing Afilias to proceed with the registry application.

    Operator

    Identity Digital Limited

    Whois

    % IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       BLUE

organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)

contact:      administrative
name:         Vice President, Engineering
organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)
phone:        +1.425.298.2200
fax-no:       +1.425.671.0020
e-mail:       tldadmin@identity.digital

contact:      technical
name:         Senior Director, DNS Infrastructure Group
organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)
phone:        +1.425.298.2200
fax-no:       +1.425.671.0020
e-mail:       tldtech@identity.digital

nserver:      A0.NIC.BLUE 2a01:8840:1e:0:0:0:0:9 65.22.28.9
nserver:      A2.NIC.BLUE 2a01:8840:21:0:0:0:0:9 65.22.31.9
nserver:      B0.NIC.BLUE 2a01:8840:1f:0:0:0:0:9 65.22.29.9
nserver:      B2.NIC.BLUE 2a01:8840:21:0:0:0:0:13 65.22.31.13
nserver:      C0.NIC.BLUE 2a01:8840:20:0:0:0:0:9 65.22.30.9
ds-rdata:     13015 8 2 337188914037f0d7831c5c732516d7310c1d291f55ecfe67cd8b9f4ced0b706a

whois:        

status:       ACTIVE
remarks:      Registration information: https://www.identity.digital/

created:      2014-01-23
changed:      2025-09-04
source:       IANA

    Registrars