The benefits of new top-level domains (nTLDs) for companies and individuals that were never able to get a great .com are obvious. Now, they can have unique, short and brandable domain names and, with options like .design, they can add context in a way that .com never could.
Recently, there have been some really exciting developments for .design in particular. While it has already differentiated itself as one of the most successful new TLDs, it now seems to be one of the only extensions that is receiving significant traction with the world’s largest and hottest companies, which are creating sites like facebook.design, airbnb.design, medium.design, and telekom.design (from T-Mobile’s parent company, Deutsche Telekom).
What these sites all have in common is that they create a prominent place for design departments to highlight their work, establish themselves as design leaders and bolster recruiting efforts. Their .design sites become venues for discussing how design supports and guides their business, who is behind their design work, and allows them to give back to the wider design community.
Facebook.design recieved its most notable update on Oct. 17 when they released their iOS 10 GUI (Graphic User Interface) available for Photoshop, Sketch and Figma.
Simultaneous with the newest release, Facebook Designer Jeff Smith wrote about their goals in “Giving Back to the Design Community.” It’s clear that facebook.design is set to be an entirely new engagement point for the company, offering an opportunity to talk directly to a community as a leader that it never could via its primary .com site.
More recently, Facebook contributed further to the public design community with the launch of origami.design, a prototyping tool used by Facebook’s own design team, now available to all.
We see similar contributions to the creative community at other sites too; airbnb.design promotes Airbnb’s design events at their SF and NYC offices and as well functions as a general blog featuring a wide range of posts from UI designers to the interior designers of their offices. It also includes content that inspires the team artistically and creatively. It is clearly not their primary goal to get more designers booking rentals via airbnb.com. Instead, it allows them to become a vocal and recognized design destination and a top recruiter for designers.
The value of thought leadership and community recognition for recruiting is even more clear at telekom.design. There, T-Mobile, a brand that is associated with the comparatively conventional business of telephones, is giving its design department an exciting edge. The beautiful site clearly conveys that they are a design driven company and introduces you to their impressive team. Naturally, the most prominent option on the site is the “Jobs” tab.
To learn more about .design domain names, or to find a .design name of your own, visit we.design!