Behind the New Brand: Q&A with Artist Jud Haynes
If you’ve visited Business & Arts NL online recently, you might’ve noticed our lovely new logo. Created by renowned local illustrator/graphic designer Jud Haynes, it’s a perfect representation of what Business & Arts NL is all about - uniting the business and arts communities in Newfoundland and Labrador.
From the focus on the ampersand to the vibrant colours, each element was chosen with precision and reflects the balance and harmony that takes place when both communities work together in a spirit of camaraderie and collaboration.
Jud recently took some time out from the drawing board to provide some insight into the meaning behind the new brand and logo.
Jud Haynes. Photo: Phil Maloney
Business & Arts NL: The new logo you created for Business & Arts NL is vibrant and really catches the eye. Of course, the first thing people will likely notice is the ampersand in the middle. Can you tell our readers about its significance and how you came to choose it as the focal point?
Jud Haynes: I’ve been following the work Business and Arts NL has been doing for quite a while and what has always struck me is the “AND" part of their equation. The fact that both sectors, “business” and “the arts” have a lot to gain and learn from one another. To me the AND is the whole story, both groups can exist on their own, but there is a lot of magic to be made by working together.
I pitched five logo concepts to start, each of which explored the “And” solution in a different way. An ampersand was everyone’s favourite (including mine).
Business & Arts NL: The blue, yellow and red of the ampersand is significant as well. Can you also tell our readers a bit more about that and how you ultimately landed on those colours?
JH: Red, yellow, and blue are used a lot when representing arts organizations - mainly because they’re the three primary colours in which you build and mix an infinite number of colours (pretty much every colour you can think of) when you know the right combinations and techniques. The primary colours are the building blocks of almost all visual art. They also hold a major significance to our province as they are the colours in our flag, designed by celebrated NL artist Christopher Pratt, back in 1980. I figure if the primary colours are good enough for Christopher Pratt, and good enough for our flag, then they’re probably exactly right for this logo as well.
Business & Arts NL: What was the most challenging, and also the most rewarding, part of this project for you?
JH: The biggest challenge by far was finding the right imagery that would represent the professionalism of our local business leaders and artists, but also the creativity and forward thinking personas of these same individuals. It had to walk two worlds effortlessly. My first ampersand was shut down when some of its ideas were a little too lofty, then we landed in the right spot with this final version.
The biggest reward has been playing a small role in an organization that is doing a lot of good for our community. Creative thinkers making amazing things happen – I’m proud that this logo will be along for the journey.
Business & Arts NL: Where can people check out more of your work?
JH: My portfolio website has nearly 300 illustrations and design projects to check out at judhaynes.com. I also have a design blog where I talk about specific projects and my process at judhaynes.ca, and I’m very active on Instagram where you can find me @mightypops.