Critical Critique.

SouthwestLogo
Originally uploaded by jtpuck.

4th quarter is complete, and I must say that this has been one of two very detailed critiques I've experienced so far. On the whole, my work was received about 50/50 with a couple of items working well and others...not so much. All 4 panelists agreed that my rebranding of Southwest Airlines was the strongest, which I was very happy about. In fact, I should have photographed some of it before I turned it in. Above you'll notice the logo, a new way of looking at SW. I interpreted the Prickly Pear Cactus, the official state cactus of Texas, for the look. A cactus that stores water over long periods of time allowing the flower to bloom even through droughts; not unlike SW's 32 continue years of profitability even post 9/11. That's also where the colors came from. The letterhead suite, luggage tag, ticket sleeve, airplane, and in-flight snack pack I designed followed the same look of safety and service. A couple of my other logos were highlights, as well as a book I did on Alcoholism. Type issues, thoughts on 'see/say' (what you say is what you see), and wrong audience were the weak parts of some of my other pieces. I just got a little too conflicted. Tomorrow, it's moving day.