The Critical Axis logo embraces imperfection with its slightly askew matrix. The upper right, and more aspirational quadrant is blocked off and colored outside the lines. The all caps, san serif Critical Axis word mark is disrupted by an exaggerated forward leaning line of the x that descends below the baseline of the text.
Comic Sans

Jessica Long’s Story

Critique


Image from the beginning of the ad. Jessica Long, a double amputee wears a red swimsuit while swimming in dark water. White text on the screen tells us she's a 13x paralympic gold medalist