.US Rolls Out New Logo
The Neustar registry has created a new logo for the .US web address. The new logo contains a fitting new tagline too, “America’s Address“. The .US domain name space currently enjoys just over 1.76 million total registrations, most of which originated with U.S. businesses or U.S. citizens due to the necessity of meeting nexus requirements for United States residency or U.S. incorporation.
.US remains one of the premier web spaces for United States focused websites. While obviously appropriate for American companies & businesses, .US is often identified by foreign internet users as a default web address for the U.S. due to the popularity of two letter country codes in other parts of the world such as .cn for China or .ca for Canada.
A key selling feature of .US is its instant familiarity to American internet users, its uniquely American identity, and the ability to utilize a high-quality .US domain name as opposed to settling for an awkwardly long .com domain name alternative (see graphic above).
The dotUS logo change is good timing going into 2011, and would appear to follow the recent 
logic that dictated the .BIZ logo redesign and associated tagline “Better Name. Better Results.”
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“America’s Address” is an unfortunate choice of slogan, given that “America” is comprised of Canada, Mexico, Panama–any country located in North and South America.
As U.S. Americans, we need to be sensitive to the Americans in other countries.
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Our country have been using the term America for centuries. Respectfully, we have as much right as anyone. There is obvious distinction in that it’s part of our country’s name (United States of America) and other nationalities have always referred to U.S. citizens as Americans, Canada’s citizens as Canadians, and Mexico’s citizens as Mexicans. This constitutes no cultural insensitivity.