Newsletter Logos - The LIP and The JAM

 We needed a fresh, local-first look for our newsletters — something that reflected the spirit of our two very different communities. The assignment came from our publisher, and the clock started ticking. Literally.

🧠 The Brainstorm

 A few of us gathered to toss out names in the middle of a hectic day. We didn’t overthink it — just called out what felt right. In an hour, we landed on two:
The JAM – Just A Minute for the fast-paced commuters of Prince William County.
The LIP – Life in the Piedmont, a nod to Fauquier’s more relaxed, rural lifestyle.

🎨 The Creative Process

 Over the weekend, I sketched. And sketched. And stared. The JAM came to life first — the stopwatch symbol made sense for the tone and energy of the audience (see more below).

But The LIP? It was trickier. I tried icons of horses, mountains, the courthouse — even street scenes. But nothing quite captured the essence of Fauquier County. Then, while sipping coffee on Sunday morning, I saw something on TV (I still don’t remember what!) that sparked an idea — and everything clicked. 

Using Illustrator, I built a scene into the letters themselves: the L became Main Street Warrenton, crafted from a real photo. I added the courthouse silhouette, horses, and the Blue Ridge Mountains behind it all. The missing piece? Color.

☀️ The Vision

 Here’s how our publisher described the moment it came together in his March 16, 2024 article introducing the newsletter :

“Take a close look at the logo. What do you see? Let me tell you what graphic artist Laurene Craig envisioned when she thought about the place she has lived for 24 years.

She saw horses, mountains, a stately courthouse and a charming townscape. She tried them one at a time and then together. Then she got the idea to blend them into the logo letters. It was starting to look pretty good.

But it needed color. And as she mulled her color options and thought about which one connected most deeply to Fauquier County, she remembered an idea we started with — that the morning newsletter should be a 'bright start to the day.'

And she had a vision.

She saw a sunrise. An iconic sunrise over a mountain, shining through a barn and lighting up the Piedmont. So sunrise orange became the color.

Within the orange glow of the logo, there is even more affectionate detail. The streetscape in the base of the ‘L’ really is Warrenton’s Main Street. Craig’s daughter, Rachel, helped her build the scaled down silhouette from an actual photo of Main Street buildings.”

🧡 The Outcome

 What began as a simple design brief became something much deeper — a visual identity rooted in place, family, and community.

These logos became more than digital assets. They were adapted for merchandise, signage, and promotional materials — including T-shirts, ballcaps, banners, tablecloths, and standing displays — and helped unify the look and feel of both newsletters across platforms. 

 After creating the LIP newsletter logo for the Fauquier Times, the next challenge was to design a matching logo for the Prince William Times. The goal? Give each newsletter its own identity while staying true to the unique personality of its readers.

🚗 The Concept

 The JAM stands for Just A Minute — a clever nod to Prince William County’s high-energy, commuter-heavy lifestyle. When our team landed on the name, I immediately thought about the pace of life for many residents — early morning traffic, quick reads on the go, and the need for clarity and speed.

🕒 The Design

 The stopwatch icon came first — a symbol of time, motion, and that familiar morning rush. But a name and an icon weren’t enough. The logo needed a soul — something that reflected place, not just pace.

🍃 The Color Story

 Here’s how our publisher described it best in his March 18, 2024 article introducing the JAM:

“Let me tell you what she envisioned when she thought about a color to represent Prince William County.

This is a place teeming with history that is deeply connected to the beauty of its natural landscape… Craig’s mind took her to the Neabsco Creek Boardwalk, a scenic and historic place where trails and boardwalks make up a leg of a long national scenic trail from the Allegheny Mountains to the Potomac River.

The boardwalk rises above lush, tall grass that is home to all sorts of birds and other wildlife. Thinking about strolling above the grass, a color to represent the county came to her mind: green.”

So green became the defining color — a visual reminder that even amidst the hustle, there’s space for reflection and beauty.

📰 The Outcome

 With The JAM and The LIP, our newsletters now carry the tone and texture of the places they serve — fast or slow, urban or rural, every line and color choice was created with purpose.

These logos became more than digital assets. They were adapted for merchandise, signage, and promotional materials — including T-shirts, ballcaps, banners, tablecloths, and standing displays — and helped unify the look and feel of both newsletters across platforms.