Intentional design seen through a hip hop album cover.
Analyzing the design decisions behind Kendrick Lamar’s 2017 album, DAMN.
“Is it wickedness? Is it weakness? You decide. Are we going to live or die?”
Wickedness or weakness? Life or death? Predetermined fate or self-fulfilling prophecy? These are some of the questions posed by the opening words on Kendrick Lamar’s 2017 album, DAMN..
Throughout the album, Lamar touches on themes of morality, faith, destiny, and more as he explores the malleability of the human condition. Are we born wicked and doomed to eternal damnation because of it? Or are we products of our environment, blessed with the power to make choices that determine our own futures?
Three years after the album’s release, I can’t help but reflect on what it means to be a professional designer. Every pixel, every layout, every color — every decision requires intentionality to support a desired outcome. Sometimes the decisions are easy. More often we’re at a crossroad, where the options conflict with our values and the interests of those affected by our decisions. Ultimately, our success is dependent on the choices we make — an idea that resonates with DAMN.’s message and extends to its album art.
Designed by frequent Kendrick collaborator Vlad Sepetov, DAMN.’s cover is loud, yet minimal. A closer look at Sepetov’s design techniques reveal the nuance used to support the album’s themes:
- Typography
- Photography
- Color
- Duality
Disclaimer: The following conclusions reflect my personal views and interpretations of the design choices behind the album art.
Typography
One of the most controversial elements of the DAMN. cover is its title text. Social media lit up with memes when the artwork was revealed days before the album’s release. Kendrick stans and internet sleuths flooded the web with comments to discuss the potential meaning behind the design choice.
Color
Immediately noticeable is the bold, red color for DAMN.’s title. Sepetov revealed that he wanted to make the album cover “loud and abrasive.” Not only does it succeed in grabbing our attention, but it could also reflect the evil that we’re supposedly born with or destined to embody.
Default font choice
If you used a computer in the late-90’s to early-2000’s, you’ll likely notice that DAMN.’s title text is set to a familiar typeface, Times New Roman. The decision to use a default system font found on millions of computers is a peculiar one.
Much of the album draws on influences from 90’s hip hop, including the sporadic cameos by DJ Kid Kapri. Was Sepetov making a statement in the vain of retro expression? Or was he reflecting the default settings of the human spirit through his font selection?
Letter spacing
The spacing of DAMN.’s title text has two interesting points of discussion. Experts in typography will note that the ‘D’ and ‘A’ are more tightly spaced than normal. Oddly enough, the kerning (spacing) is restored to its original format on various pieces of merchandise.
Intentional decision alluding to one of the album’s opening tracks (“DNA”)? Or technical revision to accommodate for packaging constraints?
The other thing to note is related to a short-lived conspiracy theory about a second album to be released days after the original. “Evidence” suggests that the spacing allowed for the title’s ‘M’ to appear right above Lamar’s head, seemingly depicting devil horns.
Spoiler alert: Although a second album was never released, it was revealed that DAMN. is actually two albums in itself; presenting a different perspective when listened to forwards vs. backwards. Lamar later released a Collector’s Edition with the reversed track-list.
Photography
The central image on DAMN.’s front cover is of Kendrick himself. Defeat, apathy, and exhaustion are just a few of the emotions on his face. It’s a look that bears the weight of the world while appropriately representing the feeling of the album’s title.
Color
If you look beyond Kendrick’s facial expression you’ll notice a strong use of color in the image that seems far from accidental. The only visible clothing worn by Lamar is a plain, white t-shirt which strongly contrasts an all red background. Is it a nod to the innocence in all of us, regardless of the chaotic landscapes we’re born into? Or is it just a veil to disguise our innate wickedness?
Duality
Kendrick Lamar is known for his attention to detail. DAMN. is purposefully ambiguous and filled to the brim with duality and conflicting ideas. The album’s back cover presents two black and white sections with a clear divide while isolating one letter from each song title.
When the artwork was revealed, conspiracy theorists (referenced earlier) tried different combinations to decode a hidden message. “Death 2 the leader” and “Earth led 2 death” gained the most traction with the latter alluding to one of DJ Kid Capri’s cameos: “just remember what happens on Earth stays on Earth.”
To this day nothing’s been confirmed.
Conclusion
One of the greatest testaments to a designer’s skill is the ability to make informed decisions and articulate the reasons behind them. Big or small, every detail matters in our attempts to reach a desired outcome and DAMN. is a strong example of this mentality.
When faced with a tough choice, whether for a design solution, an album’s artwork, or even the path to walk in life, you decide.
What do you think about the design behind DAMN.’s album art? I’d love to hear your thoughts and interpretations!
