An explanation of what the Logo means:
St. Albert is a community full of connection – of people, arts, culture and nature. The logo I’ve designed for the St. Albert Arts Festival reflects that connection in a funky, bright, creative way.
The trees are separate, yet stand together – representing not only the visual/media, literary and performing/theatrical arts, but also community and nature (St. Albert is, after all, known as the Botanical Capital of Alberta – and the beauty that surrounds us very often serves as a source of inspiration for the creative folks that the St. Albert Arts Festival seeks to celebrate). The trees also symbolize growth, limitless potential and the richness of life. Art, in all its forms, is limitless; it energizes and inspires, brings about tears and laughter and leaves its fans wanting more. Just as trees breathe life into the world, so does art – nurturing souls and filling hearts.
A festival logo needs to communicate celebration and fun – the colours, the font choice, the quirky graphic treatment – together they shout ‘festival!’ Even the trees, at first glance, have a balloon-like party feel to them, anchored by the subtlest of smiles.
It’s all about balance. Not only the literal balance of the ‘smile’ on the ‘A,’ but of the larger picture: the delicate balance of fitting in just the right amount of arts and culture in a community that so eagerly embraces it.
StArts Fest Logo Designer – Carrie Mattern
Having grown up with some sort of drawing utensil in my hand at all times, it was only natural that I pursue a career in the arts after high school graduation. As it happens, I got more of a post-secondary education than I bargained for when I was awarded a full-tuition scholarship through the Art Institute of Seattle. And so I went, from the village of Tofino, British Columbia, across the border to the bustling metropolis of Seattle, WA. I graduated two years later from the Visual Communications program with an Associate of Applied Arts degree and whole lot of personal and professional experience under my belt.
In between then and now, I worked as an art director in two different ad agencies (one in Victoria, the other in Calgary), trekked around Europe for four months and was diagnosed with Multiple Sclerosis. It was the diagnosis that significantly changed my life and led me to make decisions that more positively affected my overall health, not my bank account. Shortly after I learned what I was up against, I quit my job and started my own company, Meddhead Productions, providing advertising design services to smaller companies that were looking for, but couldn’t necessarily afford, what a full-blown advertising agency could provide. With my agency experience and skills in marketing, design and copywriting, I was able to fill that niche with confidence.
That was ten years ago and I’m proud to say that both my company and I are in good health. Working from home has allowed me flexibility that I wouldn’t otherwise have. Flexibility to respond when my body’s telling me to slow down, to continue with my career at my own pace, and to give my best to my husband and our two beautiful children. It’s a fine balance some days but it’s a balance that works very well for my family – and, happily, my clients.