Although I have no connection to W Communications, I want to congratulate them on the beginnings of a great ad campaign and share a message with state tourism officials: Don't try to please all the people all the time. You can't. Take even more chances than you're taking now. Trust your agency. Do fun and entertaining work and your target audience will fall in love with the campaign and our state.

Chris Drysdale, Salt Lake City

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Play a word game and fill in the blank after "Elevated." Possible answers: taxes, blood pressure, fuel bills, stress, credit card debt, ego. Is this the word we want on our license plates?

David Nicol, West Jordan

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Concept Great/Logo Flawed

"Life Elevated" is the perfect tagline for the state of Utah. It's simple, yet has multiple positive connotations that correspond with the state. The problem I (and others I have spoken with) have with the logo is the stylized letter "U" in Utah. Serifs were developed by the Romans to make words easier to read by creating a virtual box around letters forming a word. The serif at the bottom of the "U" does just the opposite and is visually distracting. Your first impulse is to examine the word "Utah" to see what's wrong with it, rather than moving on to the powerful tagline. I don't have a problem with unique typefaces as long as they don't draw your attention away from what should be the primary focus.

Ben Adams

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Sorry, but I don't like it at all. It needs something that portrays more of the wonderful things that apply to Utah: things that can be done here during all the seasons, inside and outside, and something much more uplifting than "Life Elevated" with the weird "U" on the left side. This "brand" wouldn't make me want to come to Utah. Thanks for listening.

Bonny Green

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It's really stupid! What does "life elevated" mean anyway? How can anyone identify that with Utah?

LeRoy Johnson

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