Twenty years ago, choosing a domain name was simpler: there were only a few popular zones like .com, .net, .org and national domains for different countries. But today the internet includes addresses with extensions such as .shop, .art, .blog, .online, .app and even .pizza or .coffee. It may seem that a domain can be any word, and there is some truth in that. However, the process of creating a new domain zone is not chaotic and follows clear rules. Understanding how names after the dot are formed and who approves them is possible thanks to an organization without which the modern internet would not exist.
Who manages the domain name system
The core of the domain system is ICANN — an international non-profit corporation responsible for managing the space of top-level domains. It determines which domain zones can exist and who will administer them. ICANN does not belong to any specific country; its decisions are formed based on collective discussion among experts, technical specialists, companies and government representatives. Its main task is to maintain the stability of the internet and ensure that every domain is unique.
ICANN does not handle domain registration for users. This is done by accredited registrars who receive the right to work with specific domain zones. Thus, a multi-level system is created, where rules are unified but the domain market remains competitive.
How new domain zones appear
The idea to create a new domain zone usually comes from a company or organization that wants to expand the internet space or create a domain for a specific theme, community or brand. For example, the .museum zone was created specifically for museums, and .app for application developers. The company submits an application to ICANN within a special program for delegating new domains. The application must describe the purpose of the future domain, technical capabilities to ensure its stable operation and the management model.
The process is very detailed and may last months or even years. ICANN checks the reliability of the organization, its financial capacity, technical infrastructure and compliance with security requirements. If the domain is intended as a brand extension, such as .google or .amazon, the applicant must prove ownership of the trademark.
Competition for a domain and consequences of the name choice
There are situations when several companies apply for the same domain zone. In that case, a competition or even an auction is activated, where the right to manage the domain is given to the one who offers the best model or higher financial bid. This is necessary to avoid conflicts and abuse, such as when someone wants to register a domain associated with a world-famous brand without having any relation to it.
It is also important to consider cultural and political aspects. National domain zones such as .ua, .pl or .de are delegated only to organizations that represent the interests of the respective state and are capable of ensuring neutral and stable management.
Why hundreds of new domains appear
The expansion of the domain space became a logical response to the growth of the internet. The classic .com and .net zones are overcrowded, and it is becoming increasingly difficult to find a short and concise name. New domains allow brands to stand out and make the address clear and associative. For example, a photographer may choose .photo, a shop — .store, and a creative studio — .studio. This is not only about aesthetics but also about simplifying perception: users remember a meaningful name more easily.
Additionally, new domain zones create opportunities for local communities. Zones such as .kyiv or .london allow emphasizing geographic identity and supporting regional online space.
How to register a domain in a new zone
Once the domain zone receives approval from ICANN and its official operator, it becomes available to registrars and then to users. You can purchase a domain through an accredited registrar by selecting an available name and reviewing the rules of that specific zone. Some domains are open to everyone, while others require proof of activity, a license or membership in a certain organization.
A new domain is not only a website address but also a part of a brand’s identity. The word that stands after the dot influences perception, associations and the audience’s trust.
Next step: registering your own domain
If you plan to register a domain in a classic or new zone, it is worth choosing a reliable registrar. RX-NAME offers a large selection of domains, fast registration and clear conditions, allowing you to easily choose an address that reflects the nature of your project and supports its recognition.
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