History of the TLD

.blue is a generic top level domain (gTLD) introduced as part of ICANN’s New gTLD Program and delegated to the DNS root zone in early 2014. It was applied for in June 2012 by Afilias and the registry agreement was finalised with ICANN in November 2013. Since launch .blue has been managed under the broader Identity Digital umbrella following organisational changes in the registry space.

Main Use and Industry Position

.blue is positioned as a lifestyle and branding-oriented TLD with no geographic or sectorial restrictions. It is intended for use by individuals, organisations, and businesses that aim to associate their Internet identity with the concept or symbolism of the colour blue such as creativity, trust, calm, marine and environmental themes. .blue remains a niche TLD relative to legacy extensions such as .com, .net and larger new gTLDs, with modest registration growth and low incidence of malicious use or spam historically. 

Comparison to Other TLDs

Compared to established generic TLDs like .com, .net, and .info, .blue is less saturated and offers more availability of desirable names while carrying specific brand connotations tied to colour and thematic identity. Relative to other new gTLDs, .blue has fewer registrations than highly adopted extensions such as .online but a cleaner usage profile, with lower abuse and limited speculative aftermarket activity.

Pros and Cons of the TLD

Pros

• Enables strong thematic and brand alignment based on the colour blue and associated meanings. 

• Wider availability of desirable second-level names due to lower global registration saturation. 

• Open registration policy with no restrictive eligibility requirements. 

Cons

• Lower adoption and visibility compared to legacy and high‑traffic gTLDs such as .com and .net. 

• Limited aftermarket and resale market activity. 

• Modest recognition outside specific thematic or branding contexts. 

Registration Criteria

Anyone globally can register a .blue domain on a first‑come, first‑served basis during general availability. There are no specific use restrictions, and standard rights protection mechanisms apply such as Sunrise for trademark holders.

Summary

.blue is a generic top level domain designed for broad use with a brand‑centric theme focused on the colour blue. Delegated in 2014, it is managed by Identity Digital with origins in Afilias’s registry operations. With an open registration policy and moderate adoption, .blue is best suited for entities looking to leverage thematic branding or creative identity online, though it has lower global adoption than more mainstream TLDs.