![Album cover for Jimmy McGriff's "Black Pearl." The graphic design won the Grammy Award in 1971. Courtesy of John Van Hamersveld.](http://cdn2-b.examiner.com/sites/default/files/styles/thumbnail/hash/7b/5b/BlackPearl.jpg "Album cover for Jimmy McGriff's "Black Pearl." The graphic design won the Grammy Award in 1971. Courtesy of John Van Hamersveld.")
As legendary designer of symbolic and iconic art throughout his fifty year career, John Van Hamersveld creates logos and branding for a range of companies that includes Fatburger, Contempo Casuals, and Broadway Deli. Most remarkably, John has created a brand for himself as an artist, establishing the continuity of his own artistic identity.
During our interview, John described how his signature "Johnny Face," which he first developed in the late 1960's, became his "central image."
His reductive illustration of this psychedelic, smiling character and the original 1970 poster of it spread rapidly with powerful positive response. Shirts and buttons were distributed and a LA radio station even posted billboards of the image throughout LA and OC in the early 70's.
The ubiquitous Johnny Face proves beyond influential. The brand image impacted the Rolling Stones' classic "Tongue and Lip Design" logo and impacted the overall music industry. Furthermore, in 1971, John himself based his Grammy-winning album design for Jimmy McGriff's "Black Pearl" on the Johnny Face image.
"Johnny Face: Crazy World Ain't It" continues to be discussed and spotted on shirts worn by Robert Downey Jr., Mick Jagger, and Adrian Grenier (who wore the shirt on HBO's Entourage). In August 2010, the image also became a street art mural on Abbot Kinney in Venice, California, commissioned by "a private person who wanted Johnny Face there."
"Johnny Face is over 40 years old and is still working," John noted.
The aspect of John's brilliant self-branding that most distinguishes his identity relates to what John described to me as his brand being "a character to promote." John mentioned how this character-based branding style has since been utilized by other individual designers and artists including his friend Shepard Fairey. In 1989, Fairey began his famous street art guerrilla marketing "Obey" campaign by successfully propagating his image of the Andre the Giant "character."
This self-branding process proves essential to building identity as an artist and graphic designer. John described that, as artists, we are inherently "in the identity business… it is about choosing which image, which one represents you."
Please check back soon for part III of this interview with legendary John Van Hamersveld as we discuss the LA art scene, his celebrated Jimi Hendrix prints, and more!
Comments
Phenomenal insights into art and marketing from both John and Lauren. Gorgeously written. The marketing of Awesome!!!
Incredible! Can't wait for Part III:) Brilliant reductive iconic artist- article, artists and author say so much of value here again, in such an entertaining way. And so concisely too!
Amazing that Johnny face would have lasted for this length of time. shows the talent and creativity of John. Well written and informative article. Looking forward to reading 3rd article.
Very interesting, especially the relationship to Shepard Fairey. Johnny Face has some legs! Looking forward to part 3!
Johnny Face is just amazing, and the artist is just amazing of course. But what really sticks with you from this article is the author's insights into the extent and nature of the impact of the seminal piece of work. Can't wait for the next Part of this series.
Johnny Face is just amazing, and the artist is just amazing of course. But what really sticks with you from this article is the author's insights into the extent and nature of the impact of the seminal piece of work. Can't wait for the next Part of this series.
Johnny Face is just amazing, and the artist is just amazing of course. But what really sticks with you from this article is the author's insights into the extent and nature of the impact of the seminal piece of work. Can't wait for the next Part of this series.
Got something to say?
Examiner.com is looking for writers, photographers, and videographers to join the fastest growing group of local insiders. If you are interested in growing your online rep apply to be an Examiner today!