Love and Lobster Coastal New England Weddings

If you’re like thousands of other brides, when someone says “The Knot,” you think “wedding website” instead of “Windsor.”

But now the world’s most trafficked bridal site is embarking on a rite familiar to many of its followers: changing its name. The company just announced plans to drop its moniker to become XO Group Inc. on June 27. That’s XO as in hugs and kisses. And in a business-meets-pleasure twist, the company’s shares will trade on the New York Stock Exchange under the ticker symbol XOXO. Touching.

“Our new company name – XO Group Inc. – will be the perfect umbrella for all of our brands in the wedding, nesting and baby lifestages served by our media, products and services,” Chief Executive Officer David Liu said in a press release. Easy to forget that’s a powerful corporation you’re interacting with while you browse cake photos, isn’t it?

There’s no indication the name change will greatly affect users’ experience with the site, other than perhaps the need for a new browser bookmark. Congratulations, The Knot, changing your name is a big decision.