Reglikedomain industry desk

Only.com? Not quite.

Only.com? Not quite.

A confusing logo led me to the wrong domain name.

I was watching a Cardinals baseball game recently and saw an interesting advertisement behind home plate (see image above).

What’s the domain name being promoted here? Having never heard of this firm, I wondered if its domain name was Only.com. It seemed odd for a firm named Weekends to use this domain. But Only.com seemed to be highlighted in the ad.

Only.com isn’t the domain name–it’s WeekendsOnly.com. The name of the business is actually Weekends Only, and its logo looks like the ad minus the .com:

Following seeing the logo, I can understand the placement of the .com in the ad. I’m sure people in St. Louis who are familiar with this store would understand that the domain name is WeekendsOnly.com, but it wasn’t clear to me and I’m sure other people who aren’t familiar with the brand would agree. I probably ought to take issue with the logo rather than how the firm promoted its website.

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