MTSU is home to a host of talented faculty members, and one of those is the School of Journalism’s very own Leslie Haines, a professor in the Scott Borchetta College of Media and Entertainment who specializes in advertising and visual arts.
Haines, who has been at MTSU for 13 years, is the mastermind behind some of the university’s most iconic contemporary logos, including the Roots Radio, School of Journalism and Chris Young Cafe logos, among many others.
Haines’s industry experience has led her to design logos on the state and national levels as well. Her Tennessee license plate design was selected from a statewide competition for the Tennessee Arts Commission. She has also designed promotional ads for musicians Kenny Chesney and Shawn Mendes, to name a few.
Haines graduated with a B.S. in Graphic Design from SUNY College in Buffalo, New York, in 1983. The designer entered the industry during a turbulent time, thanks to the advent of computer technology, marked by the release of the Apple Macintosh in 1984.
Haines recounted that before the aid of computer technology, typography and digital design were done almost entirely by hand, which was a tedious process that limited creative expression.
The Macintosh would ultimately change the graphic design industry forever, and Haines quickly welcomed this change.
“[The Macintosh] had just come out, and I had not learned on the computer since I was early on in my career,” Haines said. “It was a big discussion among creatives. ‘Do I make the switch to this new technology?’ Because we had no idea if it was going to stick, right? You really didn’t. It was even more outrageous than something like AI. It was such a big transition.”
The recent emergence of generative AI technologies in creative industries like graphic design is something that Haines has come to expect.
“Our industry has seen a lot of different changes, so that was one of the early ones,” Haines said. “Then, stock photography came out … and then there were stock graphics, and then templates, Canva. And so all of these different things have come along to threaten. Design isn’t just push a button and here it is; magic logo, right? So, I think it’s understanding your value and working with the people that will respect that value.”
Haines acknowledged creatives’ fears surrounding AI, but she also emphasized the staying power of human creativity.
“It’s a threat, for sure, especially in lower-level jobs, and it’s affecting so many industries, and it’s been surging. I’m not necessarily thrilled that AI is scouring my work…there’s a use for AI, but we’re never going to lose the need for creative minds and originality.”
Haines’s love for typeface led her to publish her first book, “Animal Abecedary: A One-Of-A-Kind Alphabet Book.” The work, which was inspired by early alphabet books aimed at adults, features her own writing and designs.
Haines is in the process of publishing her second book, “Just My Type: Nashville,” an alphabet book featuring typefaces she has photographed in the city.
In the many classes she teaches at MTSU, Haines stresses to her students the importance of resilience in a competitive industry.
“I think it’s best we be aware, open, visually attuned and constantly strive to just improve your work,” Haines said. “Take criticism. Try not to take it personally.”
