Slice of life

by sbdesign • Uploaded: Jul. 19 '11
Gallerized Sep. '11 3d3fe74357710e8ec6bdaef37e1ae286.png

Description: Beef Jerky logo

Status: Unused proposal

Commenting: Actively seeking critiques

More from this user:

lumavine said on Jul. 19 '11

Great execution, and interesting concept, but I find it a bit too gross to imagine a wound like that, and cutting and eating oneself. I get the idea, but I am not sure it fits with something that should get me hungry.

orca design said on Jul. 19 '11

haha, great logo, amazing illy!

logomotive said on Jul. 19 '11

I agree with lumavine. Love your work and execution but as a Logo the name for one seems in bad taste and the image makes it even worse. looks like something PETA would use though.

sbdesign said on Jul. 19 '11

2 Lumavine
Quote -We need a line drawing of a cow sitting down with one hand (hoof) shaving a thin slice of himself in the rump area with an old school barber razor. In his other hand (hoof) he%u2019s eating a piece of beef jerky. He needs to have the expression like he%u2019s enjoying himself.


logomotive said on Jul. 19 '11

^ like a carnivore/cannibal?

sbdesign said on Jul. 19 '11

This is a quote from the brief:)

logomotive said on Jul. 19 '11

I'd try to "STEER" them in another direction?

contrast8 said on Jul. 19 '11

crazy client, ily nice..your style:) like it:)

sbdesign said on Jul. 19 '11

Thanks Deividas:)

logomotive said on Jul. 19 '11

A good logo is one that works, and one that sells. I really don;t think this would sell much jerky. Just my opinion. Nice work though.

camisa15 said on Jul. 19 '11


sbdesign said on Jul. 19 '11

MIke, I so thoroughly broken cow .... :)))

But I agree

sbdesign said on Jul. 19 '11

Thanks Rick

hitbyreindeer said on Jul. 19 '11

I agree it's a wonderfully executed graphic work, but have you ever heard of mad cow desease? ;)

sbdesign said on Jul. 19 '11

Exactly! :))

Sean Heisler said on Jul. 19 '11

Ha ha, I saw this when you had just uploaded it and had the sentiment of what most are saying here but wasn't sure how to say it! Damn nice execution and illo, you followed the brief, but damned if this isn't freaking me out!

sbdesign said on Jul. 19 '11


1ta said on Jul. 19 '11


sbdesign said on Jul. 19 '11

Thanx guys!:)))

nickhood said on Jul. 19 '11

Awesome logo, Sergey.

sbdesign said on Jul. 19 '11

Thanx Nicolas:)

atomicvibe said on Jul. 19 '11

I agree with the others. The illustration and layout are top-notch, and I have a twisted sense of humor, so I find the image pretty amusing, but for a food product with a (what I assume to be) broad target market, it sends out a really bad message. I realize this was a client request specified on the creative brief, but just because a client is paying you doesn't mean they're always right. One should always take client direction with a grain of salt. Sometimes a client will propose a crazy request like this, and it's our responsibility as visual communication experts to guide them to a better solution.

sbdesign said on Jul. 19 '11

If it were not so serious:)

lumavine said on Jul. 19 '11

Fair enough, it fits the brief to a tee. You did a great job.

sbdesign said on Jul. 19 '11

Yeah, yeah, great job with the Anatomopathology :)

javaap said on Jul. 19 '11

Great skills there SBD!

sbdesign said on Jul. 19 '11

Thanx Javaap:)

sbdesign said on Jul. 19 '11

dotflo said on Jul. 20 '11

the execution is stunning, u delivered greatly, but the concept is not working for me

sbdesign said on Jul. 20 '11

Florin, thanks, but ... a little more humor, please)

dotflo said on Jul. 20 '11

yea maybe i'm a bit cranky this morning :))...but still :))

sbdesign said on Jul. 20 '11

Ok, ok:))

ru_ferret said on Jul. 20 '11

Kopirayterov uvolit':)

ru_ferret said on Jul. 20 '11

"The image makes it even worse"

sbdesign said on Jul. 20 '11


kz0007 said on Jul. 20 '11

Whoa Whoa Whoa.... I'm the client, and just to clear the air...

I think that Sergey is an amazing, top-notch designer, without question. That is the reason we decided to reach out to him to potentially work with him. BUT, there was a huge communication barrier, which is further illustrated but the execution and treatments placed on the logo. We decided to pass on the prospects of working with this designer, as we felt our vision would get lost in translation. With remarkable ambition and exception of a green light, SB designed what he envisioned, which is honestly a stunning piece, but not what we envisioned and not at all in line with the company's image. This logo is 100% NOT the direction we wanted to take the image of the company. Furthermore, there was NEVER a formal brief supplied to the designer, only informal aim in the form of a short email.

I appreciate everyone's comments and found them invaluable.

On a side note Sergey, nice work, but in the name of basic, moral business and copyright practices, please remove my company's name off of your work.

Thank you.- Slice Of Life

Sean Heisler said on Jul. 20 '11

Well on that note, you could always take another stab at this, Sergey, and rename it to be "Slice of Calf." :)))

cnasshan said on Jul. 20 '11

This did seem too bizarre for a client to want the literal translation of "slice of life" But if you can get rid of the whole cannibalism theme going on, it makes a great beef jerky mark.

lumavine said on Jul. 20 '11

I didn't think it could get more strange. I was very wrong.

nathantrafford said on Jul. 20 '11

Man, this has to be a first. A concept (understandably) lost in translation. And another example of what sounds like a client wanting to see a logo before agreeing to pay for the work. Logos are not shoes that you can try on. It is a service that you have to pay for. But not just any service; a service that will increase your brand value tenfold if done correctly.

Sean Heisler said on Jul. 20 '11

Great points about the value of a logo design, however I think the client said while Sergey might have been given a short description of their need he was never given any green light to proceed.

JF said on Jul. 20 '11

Is this design a result of crowdsourcing? I have a feeling it was a logo design contest marked "private" and "Slice of Life" beef jerky company doesn't want the world to know they participated in a contest. This client seems a little too wary of having their name on this design, and my guts tell me something's off here. Plus, who conversates via e-mail casually and asks for spec work nowadays? Usually contestholders.

sbdesign said on Jul. 20 '11

Thank you Sean!

JF said on Jul. 20 '11

So....I take it, SB, by your non-response to my question...that this was a crowdsourcing project?

sbdesign said on Jul. 20 '11

Hi Kristof!
Thank you for appreciating my work.

But I have 30 minutes to translate this brief ... This is really a problem.
I could not think that I am translating exactly what you see now ...

I asked my friend - to confirm my translation ... and I sent you a diagram.

Then I started to laugh .... and a lot of long))))

nathantrafford said on Jul. 20 '11

Doubt it was a crowdsourcing thing, but it's happened to me before where a client has made contact with me, talked about the project, talked about pricing (this is the key area where you have to make everything clear), and began doing work. Did some very nice and detailed comps of several different logos for them, which they unfortunately didn't like. They decided to go with a logo that their friend's daughter made in powerpoint, and that because of this they didn't have to pay me for the work done. Fought tooth and nail to get it out of them and did eventually, but it is so frustrating that many clients see the 'green light' at about 85% of the way through the logo design process. If I've learned anything in this field it is to be as meticulous as you possibly can be about pricing BEFORE you actually do any work for them.

sbdesign said on Jul. 20 '11

I have not even had time to talk about the price .... I started to laugh:)

sbdesign said on Jul. 20 '11

2 JF
I'm sorry that I will not answer.
This was not the beginning and not the end of the project. It was - laughing

andreiu said on Jul. 21 '11

hahaha :)) this is crazy/dope. why would anyone ask for something like this? but stiill, congrats, you have really depicted what they asked for. can't stop laughing :))

Atomicvibe said on Jul. 21 '11

@Nahan, I couldn't agree more. These discussions have always been important, but since the Internet has made it easy for clients to work with designers whom they've never met in person - and sometimes from halfway across the globe - it becomes increasingly important for designers to protect themselves. It's too easy to get taken advantage of out there. Every designer should make prospective clients fill out 1) a creative brief; 2) a client questionnaire (which will give you lots of insight into who exactly your potential client is and what demographics they serve); and 3) a signed contract with very detailed legal language that specifies exactly what will be done for the job. In this contract, one should also include a section on Cancellation Fees, Late Payment Fees, and other ways that will protect you from clients. Reference the Graphic Artists Guild Pricing & Ethical Guidelines handbook for more information on these topics. Every designer should have this book!!!

kz0007 said on Jul. 21 '11

Look, the situation is simple.

We contacted Sergey to commission work. He said he was available, so we responded great, this is what we are thinking and gave him an general idea. Then we asked when he was available for a conference call for us to to give him a formal brief, discuss pricing, timelines and his work structure. He responded that he could not communicate via phone because of a language barrier. We responded that we fully understand, appreciate his time, but we felt like without a "sit down" we wouldn't be able to effectively illustrate our vision, which we obviously felt was important. We thanked him for his time, but unfortunately we would have to pass. The next day we received an email with the logo in question attached. We thanked him again and expressed that this was definitely not the direction we were shooting for.

This was not a "contest." We did not ask for a proof without payment. This is literally out of the blue/left field.

All I ask, rightfully so, is to please REMOVE my name as you have no right to use it, period. I don't think I'm asking too much nor do I think anyone on this forum would be thrilled with the idea of me, or someone else taking their logo or name, redesigning it and placing it on a public forum. Just that simple.

I appreciate your humor in all of this Sergey, but lets not underrate professionalism.


nathantrafford said on Jul. 21 '11

@Atomicvibe: Great great book, and a great rundown of good business practice in design!

@kz0007: Language barriers have obviously played a big part in all of this, and continue to do so. From what you are saying, it sounds like you handled the situation perfectly and have a great respect for this profession, and this is backed up by how you're acting in regards to the situation now. Thanks for being such a good, professional (and rare) client!

1ta said on Jul. 28 '11

very nice :o)

vorox said on Aug. 03 '11

wow! awesome! )))

vorox said on Aug. 04 '11

by the way, it's name of Dexter's boat :D

sbdesign said on Aug. 05 '11

^:))) Thanx. I agree

hanuman shakti said on Aug. 08 '11

strong one

avets said on Aug. 28 '11

weird just enough

jurcek said on Sep. 05 '11

great design, but a bit sick :)

sbdesign said on Sep. 05 '11

sorry, it happened:)

aviat- said on Sep. 05 '11

I for one love this concept idea! The provocation in this design just gives that creative edge. Wonderfully done by the way! Superb result.

Sean Heisler said on Sep. 05 '11

Once again, Sergey, both yours and Dan's are exceptionally executed, bravo!

logo design. said on Sep. 05 '11

Nice.. I want me some cow now :)

Agencija said on Sep. 05 '11

Ha ha ha

sbdesign said on Sep. 05 '11

I agree that two cows are better than one:)))

Thanx Ole:)
Yes, yes Agencija:)

Agencija said on Sep. 05 '11

Don't change name!! I support you Sergey and the logo its fantastico!!!

logoboom said on Sep. 05 '11

rather odd the client says this is 100% NOT the direction they were looking for yet danny's translation is the identical concept. his a bit easier to "swallow" because of the lack of color in the slice maybe. both excellent. both 100% what the client seemed to ask for.

Vergad said on Sep. 06 '11

^^what logoboom said. I am very confused.

sbdesign said on Sep. 06 '11

Thanks guys

Freelance grafiker said on Sep. 07 '11

You just made me hungry.. Great logo and amazing details.. Thumbs up :)

Bunkoff said on Sep. 08 '11


creativearts said on Sep. 22 '11

beutifull design., perfect colors!!

Artgeko said on Oct. 11 '11

Like this cheerful work, You have a great style!

sbdesign said on Oct. 11 '11

It's just a joke:)

Artgeko said on Oct. 12 '11

Good joke :)

sbdesign said on Oct. 12 '11


nandy said on Nov. 07 '11

illustration is quite cool

sbdesign said on Nov. 07 '11


devey said on Nov. 17 '11

Awesome illustration man!

sbdesign said on Mar. 07 '12

Thank you David

Please login/register to make a comment, registration is easy,