Ken, justifing that much text copy is hard to read. Make it Flush Left, Rag Right. Also (if you can) allow for some hypenation for better color. The banking industry here doesn't allow hypenation. You might also look into making a two column layout. Remember most people read newspapers and magazines and they generally don't have wide columns. Just because the logo is in a sans serif face it doesn't mean you can't have a serif face for the body copy. I would think the separation would help the communication. Think again about newspapers and magazines.

One last thought the 97% ad is unreadable with the body text like that. Its also inconsistant with your other image ads. How about getting a picture of a rig and in photoshop put the 97% on the trailer of the rig. Reinforce that its about ground transportation.

What serif font do you think would look good with Dax but not seem to old fashioned? Or maybe since the audience might just be a little old-school when it comes to technology, maybe something the opposite then?

I'm not sure what you mean when you say "allow for some hypenation for better color". Do you mean to add more hyphens and make them one of the logotype colours?

I like your other suggestions and will implement them surely. Thanks again Dan for your input.

I'd say what Daniel means when he refers to "

Okay, I made all the changes that I understood and just uploaded 3 versions of them. The first I columnized the layout and then went with a serif font just to see how it would look. The second is a column that just uses dax-light again and the Vito advertisement is flush left, rag right like you suggested. I columized the first two because their copy was larger than the other "person envy" ads.

Of the two column layouts, which do you think is better? I like the Dax one better still.

Now I'm going to fix up that 97% ad.

Now Ken I have one more bone to pick with your ads. Way too much copy. You need to tease the reader into action. In this case either calling the toll-free number or going to the web site. At the web site or the telephone operators can give the full story. Also I'm confussed do you only handle ground traffic or air traffic as well? If you handle air traffic you somehow have to make that clear too.

I like the two column format but not the justification. To justify copy it creates wholes throughout the paragraphs as letter spacing and word spacing is compromised to make it flush. Thats why the color of Flush left, rag right copy reads better. I don't think it matters if the serif has any relationship with Dax, the body text is not the logo and should probably be kept separate from it. Keep up the good work

>Because Borders Were Made For Crossing

Great Line, But I'm Not Sure Why Your Tagline Uses Initial Caps Throughout. (when i read ads, i find this practise as irritating as SHOUTY ALL-CAPS)

although you'll have to take my advice with a pinch of salt, because i spurn caps at every available opportunity

Ken,
This is some good work. As a first comment I would make sure that you do not use double word spaces after a full point (or in any other place) this will improve the colour of your type, for certain combinations . W and . T it is worth kerning the space to help. As pointed out justified type can be a bit of a trial, for example, in your first (and to a lesser extent in the second) the second line of the righthand column is a bit spacy, if you are in a position to rewrite/have rewritten to suit that might help, or there is no reason that the two columns couldn't be different widths. To aid readers and potential clients I would try to get all three elements of the date in the same line. In the second layout the leading in the righthand column is not the same as that of the left not being the same results in an ugly step. To get picky, if you have a full point or comma at the end of a line in justified text it can make a step in the righthand vertical margin, an easy way to deal with this is to insert a white (or the same colour as the background) full point/comma at the end of each line to create hanging punctuation (remember that you have done this when it comes to changing/updating a piece of text). I might consider moving the logo so that the t of Connect aligned with the righthand margin of the body copy.
Tim

Thanks for all the comments everyone. Here are the next versions of the ads that incorporate everyone's comments.

I didn't move the logo so that the 't' lined up with the right side of the second column because then it makes a big uneven space on the right side of the ad. Either I move the paragraph over so it's not centered you the tagline is too far to the right :/ I noticed this before when I was positioning things earlier before the comment but wanted to try it again. I don't see how it could work. I do realize now after looking at it that something is still odd about it but I printed one of the ads and it looks better when its aligned with the tagline.

I just picked the proforma serif font. I used the light version and the semi-bold for the website, phone, etc. Your right Dan, once printed I can read the text much better. It also gave it this rich kind of feel that I wouldn't have expected and got this warm feeling that it started to actually look like an advertisement.

I made sure the