Missylist Logo Concepts Critique 22

Apr 23, 2009 / Erik Peterson
Missylist Logo Concepts Critique Logo

Missylist Logo Concepts Critique

The folks over at MissyList submitted a whole bunch of logo concepts, 10 to be exact. If you’re interested in seeing them all, here ya go.

I won’t be following the normal format for critique that I’ve been using up until now. Instead, I’m going to pick three concepts from the group that I think have the most potential. I will critique and talk about what’s working and what’s not.

According to the company info I received, the target market for the site is described as: female, 25-40 years old, young professionals, students, mothers, computer savvy, social network savvy, online shoppers. The tone & feel of the site was described as: girly fun, slightly sophisticated, community safe, trendy, second hand, bargain, recession fighter. The company used to be called feminads but is now being rebranded.

Design Principals

Alright, so lets jump right in... I always find it distracting when a ‘.com’ or other suffix becomes part of a logo. Same goes for ‘llc’ and other business identifiers. It’s not needed and clutters the design. Leave suffixes for use in body copy if they need to be used in conjunction with the name. Take a minute and look at all the web based businesses out there. How many include a ‘.com’ in their logo? I can’t think of any, though in the late nineties it was more common. I’m sure there some, but this is 2009. Look the some of the major web based businesses out there like, eBay, Amazon, Google, Craigslist, Flickr, Twitter and Facebook. I think you get the point...

Question for the readers

Do you know any web based businesses that use a ‘.com’ in their logo? Do you think it should be part of a logo for a web business in 2009?

The other thing I want to mention is that the new name “Missylist” is so much better than the previous “feminads” which sounds like a feminine hygiene product.

Concept 8

Missylist Concept 8

My first selection for review is concept 8. I choose this one because I think it fits a lot of the characteristics of the target market. The logo is definitely trendy (good and bad though, what’s trendy now is not likely to be so in another 1-4 years). This concept feels very personal and unique. It has a ‘girly fun’ and hand crafted feel while maintaining a certain level of sophistication.

The hand drawn letters of ‘Missy’ might benefit from some refinement. The identical ‘s’ bother me immensely. First, because hand drawn letters aren’t going to be identical like these are. Second, because the overlapping tails get too messy. Lastly, because of the large gap between the two letters. I do like the contrast and interest created by the dimensional letters (m, i, y) compared to the flat ‘s’. Overall the juxtaposition between ’Missy’ and ‘list’ works well. One side being very sophisticated and pretty while the competing side is raw and informal. The heavier weight of the word ‘list’ helps to balance out the differences in length.

I think the logo would benefit from some color. You might explore a half and half treatment like concept 6 or possibly explore filling the dimensional letters with a color and everything else a different color. Lastly, please loose the ‘.com’ suffix.

Concept 6

Missylist Concept 6

The second concept I chose to talk about is concept 6. This is one of the few concepts that showed any color, though I think it works without color also. I like the sophisticated and modern feel of this logo. It’s hip without being overly trendy. This concept is less likely to look dated over time than some of the others.

The contrast of the modern serif font to the rougher hand drawn sans-serif font is pleasing to the eye. However, I think the hand drawn sans-serif could use a little refinement. I’m not sure if it’s an actual font of if it has just been modified. At any rate, I think it is a little too subtle. At first look it almost looks like a mistake, especially at the bottom of the ‘c’. Possibly modify the existing typeface or choose a new one that is a little more apparent, just don’t go overboard. Moving on, the kerning needs to be adjusted as well. Look at the gap between the ‘s’ and ‘t’. Once again, please loose the ‘.com’ suffix.

Concept 10

Missylist Concept 10

My third choice is concept 10. There is a very playful attitude to this logo. While multiple fonts in a logo can often be overwhelming to a viewer, I think it’s working in this case. To me the logo implies how everyone or every woman is different. Each one has their own style and personality.

The contrast and balance within the letters is working well. Still, the repeated s’s in this concept are a problem to me. When the tails overlap it looks messy and unrefined. Why not modify the ‘s’ and have three slightly different variations of it? The two that are side by side could join tails and become one, while the other lone ‘s’ could have a slightly different tail and shape. My feeling on ‘.com’ remains the same as in my previous remarks.

Question for the readers

What concepts did you like and why. Any thoughts on possible improvements?


I didn’t have the time to talk about all 10 concepts, however hopefully something can be gained from the 3 I did talk about. Overall, I prefer concept 8. Although, if there is any concern in the logo feeling dated in the near future, you may want to stick with something less trendy like concept 6. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely don't cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

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We enjoy your comments

22 Comments so far. Keep 'em Coming.


By Paul

04.23.2009 at 11:20 AM

Paul Profile Image

Although there are a lot of concepts there are really only 3 styles here, for me number 3 is the winner, perhaps with some added color.  I don’t like the handdrawn letters, they just make me think ‘messylist’ instead of ‘missylist’.  But then again I’m the I’m the wrong age and sex for the target audience…


By Fred

04.24.2009 at 01:34 PM

Fred Profile Image

For me I certainly like Concept 6 (#2 analysed). Works really well for me, although as stated refinement may help.

May I just add though Erik, that Amazon do indeed have the suffix at the end, at least on the website on both the .com domain and the .co.uk, top left. Same thing for Play.com, although you didn’t mention them.


By samuel

04.25.2009 at 12:22 PM

samuel Profile Image

Thank you so much for your critique, it confirms some of the feedback I allready received. Like Fred, I think the .com can work in some cases and are still used by 2009 companies. However I got your point on the distracting aspect of it and will definitly explore options without it.
Also I want my brand to resist time and based on your feedback, I think I might go for the number 6, even though at first it seemed to me a bit too much like a typical female publishing site, eg ELLE.com and not the social classified type site (wem will have features such as facebook connect, gmail, yahoo, etc.. email import and facebook and twitter feed when people post an ad) I am intenting to launch. What do you think?

Anyway, thank you so much for your help, and will definitly show you the winner logo once finished.

Kind Regards



By Erik Peterson

04.27.2009 at 06:03 PM

Erik Peterson Profile Image

@Fred, you are correct about Amazon. For some reason I was imagining the logo without the .com. Wishful thinking I guess… Sorry I should have checked first. Thanks for pointing it out!


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