Chip McElroy was tasked with creating a new identity package for SWFC. Concept is based on the original compass symbol mark which has branded the college since 1974. The concept of a star of light was captured by combining the top portion of the compass with a torch bottom. The symbol mark was completed with an academic framing of wheat. The letter mark was updated using Adobe Caslon Pro with an emphasis of letter form changed to Southwest and the overall mark modified into a more compact mark. Pantone colors of 872 and 295 were selected. SWFC meets the 21st century.