Sweet Potato Slim logo design

Case Study

Sweet Potato Slim logo design

Client: Sweet Potato Slim/Kevin Adams Music
Project Link(s): +Sweet Potato Slim online +Soundcloud +YouTube +SoundClick 
Completion Date: January 18, 2018
Tools Used: Adobe Illustrator, Wacom Bamboo Pen & Touch
Skills: Brand Design, Character, Color Theory, Distress, Flat Design, Icon, Identity Design, Illustration, Layout Design, Letter Design, Logo Integration, Masthead Design, Perspective, Perspective Design, Shape Building, Sketching, Tagline, Texture Design, Typography, Vector Design, Vector Drawing, Wordmark

Project Overview:

  • Kevin is a Blues musician. He plays electric and acoustic blues and other improvisational/jam style music, and also does one-man jam band concept where he plays a foot drum set up while playing guitar and/or bass guitar. His target audience for this project was blues and jam band fans.
  • I started this logo design with a traditional folk blues style line art illustration. The hand-drawn aesthetic keeps it organic while the warped type styles add a playful twist.  I added some color and a distressed version as well as versions with and without the vintage sunburst. Following his suggestions, I focused on a design that would work with the vintage sunburst, with or without the illustration and stand alone. I started with a cut-out type to make use of the filled in bowl counters. The hand-drawn style is more reminiscent of folk art in blues music traditions. the final steps included adding a distressed texture that alluded to a sweet potato skin and pulls from vintage stamp inked textures and paint in the aforementioned classic folk/blues art. Likewise, there are slight warm effects and rotations applied to each word such that grow and stretch to meet one another while remaining readable. The narrow length and width of each character enforced the idea of the name “slim.” After more feedback, I added a resonator guitar done in the folk-art/blues music style such that it works well with all the other design elements including the wordmark logo design and the character logo icon. The guitar color was changed from a complimentary bright blue to a slate grey, as per request. The tagline “organic blues jam” was added in post in a fluid but jaunty style not uncommon in Blues poster-art with a complementary rustic serif stamp typeface.