New York Times best-selling author Richard Kadrey has a series of successful novels whose main character is James Stark, aka Sandman Slim. Stark is a half-human, half-angel hitman escaped from Hell and seeking revenge in a gritty, otherworldly Los Angeles. Several fictional businesses and products appear prominently in the Sandman Slim novels: a doughnut store, Donut Universe; a punk tiki bar, the Bamboo House of Dolls; a video store, Max Overdrive Video; and Aqua Regia, Hell’s favorite drink. Also featured is the “Sandman Slim” logo: a shooting target of a man with wings and an anatomical heart.
I had previously designed Mr. Kadrey’s previous WordPress website, as well as a current SquareSpace website. Working closely, we decided to capitalize on his novels’ success by creating brand logos to use on a clothing and housewares line.
I decided to create logos in a simple, two-color format, with black and red the brand colors. Brooding black and dark red served as the palette for Hell’s drink, a brighter red denoting the energy of the bar and video store, and—the exception that proves the rule—a whimsical pink and blue for the doughnut store. I also wrote the text on the “Store” page, and sourced and managed an illustrator for the Donut Universe logo.