My reaction is: "elevated" to what? It's ambiguous with no meaning. It may be too "deep" for me, and it could be too "deep" for people outside of the state.
William O. Shaw Jr., Centerville
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I really like the new tag line, but think the state's name in the logo could be presented in a more exciting font that better reflects the energy of the new brand.
Philip Jensen, American Fork
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I, for one, am not impressed with the new slogan. While it is nice that we feel all "fuzzy" about living in our state, I don't see anything in the new slogan that would make me want to visit if I didn't already have some reason for doing so.
I remember those advertising slogans which "grab me" because they are funny, relate to what I'm doing, or entice me to do something that I'm not planning to do (or purchase). "Life Elevated" does none of those. Hard to believe that with all of the money spent in this regard, and with the tremendous resources in our state, that our tourism "experts" couldn't have come up with something better.
The real test, I think, is that if Alabama or another state far away had come up with that slogan, would it entice us to want to visit there? It doesn't ring my bell!
Phil Brueck, Saratoga Springs
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A pretty, great slogan; full of inspiration and aspiration — as long as it is understood that we in Utah look down on no one.
Kirk Strickland, Layton
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Utah "Life Elevated" — "Big Love" on HBO proves it! Utah "Life Elevated" — High taxes and fees support it." $400,000 for 7.5 months or $53,333.33 a month. The governor said, "a simple phrase with deep meaning." The real meaning: "Never have so much of Utah's limited resources been given for so little!"
Tom Christenson, Sandy
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I think I like it. It's not an easy catchy phrase to say, but it's OK.
I'm confused with the Twin Towers on the right side of the Utah stickers??!?! Or is that the church office building? Or the Wasatch Mountains?
If it's suppose to be the letter "U," why doesn't it look like the one in "Utah"? If I got one of those stickers, I would cut that part off.
Sharla Allen, Magna
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I believe the state and W Communications were taking too long on getting this campaign together and had to come up with something quick. I don't think they took into consideration any of the public comments that were made in the statewide meetings (I attended one). I think W Communications bombed in their attempt and wasted time and money. The logo and slogan don't make me want to jump to my feet and elevate my life.
Beth Rhoades, Ogden
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The slogan sounds to me like they are saying Utah and Utahns are better than people who don't live here. So if you want to be better, come to Utah.
Mike Brooks, Magna
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Shouldn't Dave Checketts help cover the new $10 million "Life Elevated" marketing campaign? Out-of-staters, after all, will be paying for his new soccer stadium.
Morgan Cloward, Layton
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To me, the words are vacuous and virtually meaningless. Why did someone pay an advertising agency big bucks for such drivel? The Mr. McClelland who was quoted in your article said, "Utah has majestic scenery that no one else has." So true. So what was wrong with "Utah, Center of Scenic America" which served us well for at least two generations?
Why must we change for change's sake what was perfectly satisfactory (and memorable and descriptive) for something inane? Didn't I once read somewhere about the folly of trading old lamps for new? Perhaps if enough voices are raised the powers that be will reconsider and return to our good old " Utah, Center of Scenic America" slogan.
David Timmins, Brighton
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It should more appropriately be: "Utah, boy are we dumb."
We spent all this money on a "catch phrase" to describe the state? Are we nuts?
If we had offered 50 bucks to any high school kid who could come up with a catchy slogan, we'd have done much better — and the money would have stayed in Utah — instead of going to some fat advertising cats in New York City, who are probably still laughing at us for spending so much money on something so trivial.
Incidentally, the Legislature spends $14 million to invent and implement a silly slogan, but won't fund $8 million for the disabled (the waiting list)? We have some distorted views of what's important in this state. Perhaps a better slogan would have been: "Utah, disabled life ignored."
Garr Ovard, Sandy
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I think the phrase "Live Elevated" would be more appropriate since so many Utahans take and/or do mood drugs to ward off life's irritants.
I think in due time a better moniker for the state would be "Land of Toxic Waste." There is no stopping this in Utah and frankly where else would be a better place other than Nevada. My overall favorite is "Pyramid Schemes and Dreams."
Ken Goddard, Bountiful
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As a writer, editor, and entrepreneur who created some book titles that were duds — along with some for editorials, newspaper columns, books, articles — and trademarks, that were pretty good, "Life Elevated" ranks with those I should have trashed.
Dr. Glen C. Griffin, Mapleton
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I'm almost 70 years old. I've lived in Utah my entire life, I worked most of my adult life for one of the world's most prestigious and successful sales organizations (IBM), and I've seen and heard more than my share of lame-brained ideas, but "Life Elevated" pretty much tops the list and dethrones all that went before.
It's interesting that in my opinion, this "slogan" is absurd for the very same reason that the Utah Symphony has been struggling for so many years. The "upper crust" of our state, whether they understand it OR agree with it, are "elitists." They somehow think they know what's best for the "lower class" (e.g., those of "limited intelligence" or "brilliance") of the state.
Just as "Life Elevated" is intended to conjure up some sort of elitist "vision" of the state, the Utah Symphony, in their infinite wisdom, decided many years ago that essentially every concert HAD to have a modern, contemporary classical piece included in the selections. They seem to feel it's their responsibility to FORCE the populace to "eat their spinach." If you're to be a proper snob, you MUST learn to love the unfathomable and discordant modern classics. As I've tried many times to explain to various people at the symphony, this is essentially the same as someone that "loves" their favorite "easy listening" radio station, and listens to it faithfully, to wake up one morning and find that the program director, "in their wisdom," has programmed in an "acid rock" piece for every (let's say) fourth play. Just as I discontinued several years as a symphony yearly subscriber, I would also quickly find another station.
Bottom line is, both the Utah Symphony and the state of Utah have a product to sell! They're in competition with a wealth of other choices that people can spend their money and their time on, and if they're going to be successful, they had better learn, as every successful businessman does, that they HAVE to decide on both the right items for sale, AND the most effective way to advertise their products.
DO NOT succumb to the "elitists" that KNOW WHAT'S best for everyone else . . . Find a slogan or motto that's understandable by the "average Joe," and that carries a message that Utah is simply a great state, with great people, scenery, opportunities, work ethics, (changing) climate, and every conceivable outdoor opportunity and sport.
I realize I've gone way overboard from the input you were looking for, but I'm a fairly intelligent and articulate individual, and I think the governor has exactly the WRONG kind of people trying to "sell" our state. I've seen the same thing happen to the symphony, and I feel it's dropped way back in its reputation, status, and quality . . . I don't want the same thing to happen to our state tourism, business opportunities, etc. I personally would love to see a variation of the longtime motto "Industry" . . . Something along the line of "Land of Limitless Opportunity" or "A State of Opportunity," etc.
Ronald L. Erickson, Bountiful
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I'm not disappointed or thrilled with the new state branding. As far as the brand, I don't believe it will affect tourism in and of itself, and even if it were an amazingly good brand, I don't believe it would have much of an effect. As far as $20 million for marketing and advertising, that will definitely have a positive effect that could only be detrimental if the advertising were absolutely botched, which would almost be difficult to do.
Joshua J. Steimle, Draper
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Having been in advertising myself for nearly 20 years, I understand the politics, creative subjectivity, and "too-many-cooks" landmines along the path to a good ad campaign. Since you invited the public to play "ad critic," I predict many will find fault with the new Utah campaign. It's human nature when asked for one's opinion to try and find something wrong.
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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"Utah: Life Elevated" — that just doesn't have a "ring" to it. It sounds like some foreign translation. I just ask myself who in the world came up with something like that? I think we can do better. I'm not the creative type, so I won't make suggestions, but "Utah: Life Elevated" does nothing positive for me, nor do I see how that would attract tourists.
Margaret Dammaschke
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It's a pretty, great slogan, but not as good as "Famous Potatoes."
Tom Clyde, Woodland
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I think it's average. "Life Elevated" more closely resembles the lifestyle of an ad executive who can bill $100K for a branding slogan.
"Life Elevated." Who says political contributions and connections can't take you higher?
Ryan Anderson
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I LIKE it! I think it intrigues, is simple, and, for Utah, is "cool." A big thumbs-up!
Jennifer J. Johnson
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Utahns are again branded as a weirdo, religious, cult. And we paid 20 something million for this effort? I want a "FULL REFUND?"
Jay (no last name provided)