[1] - http://n-gate.com/
Minimal, super fast, simple, no ads, opensource, works.
Still, goo.gl was really convenient so I just put it off, but then I got the shutdown notice and that was the best motivator :)
It doesn't have such a short domain, but on the plus side it's now branded and still fits in an SMS, so it's all good.
A URL Shortener to shorten, track and optimize your links with catchy call-to-actions, retargeting pixels, branded links with powerful analytics.
URL shorteners are false economy.
(Example: My department recently organized a scientific conference. The info®istration page was hidden six layers deep on the university website, but we still needed to put the link to it on the advertising poster. In that scenario, a shortened URL (with a QR code) was a sensible solution.)
I don't click on shrouded URLs, myself. Period.