Stage I
If brevity is the soul of wit, then simplicity is the soul of good design. Our initial design direction was to keep the image as simple as possible, merely slicing off the end of the R. But it's too subtle. And who chose this typeface??

Stage II
We took a different approach, using a straightforward, no-nonsense typeface to match the directness of the quote. Add two lines and you've got a wall. But "shorter" just looks a little wobbly here, not exactly smashed.

Final
The final design drives the type harder into the "wall." The word "shorter" also is clearly distressed, repressed, and compressed. Jumbled and shattered letterforms show what happens when we drive ourselves into obstacles (literally or figuratively). The color blend underscores the somewhat morbid message of the quote. While this could be a public service announcement regarding the dangers of drunk driving, it also works on a metaphoric level.