DONUTS, CROSSES, AND CATS, OH MY!

Tyler the Creator

Tyler The Creator and his buddies make up the LA music and skate collective, Odd Future (aka Wolf Gang; OFWGKTA)…and yes, they live up to their self proclaimed oddness. 

Late 2010 saw these cats blossom in all their grotesque glory over several hip hop blogs and forums. With lyrics that were packed with racist, homophobic, and violent content, a 19 year old Tyler led his gang of wolves into the mainstream arena with his grimy, slow burner, “Yonkers.” Over this track, he spews a stream of consciousness about popping Xanax, dancing around his house in pink panties to Marvin Gaye, and stabbing pop sensation Bruno Mars in the throat till the cops come in. Did I mention he was 19 at the time?

What followed suit was the rise of his bandmates such as stoner rapper Domo Genesis, 16 year old wordsmith Earl Sweatshirt, the hilariously dichotomous Mellowhype, and R&B crooners Syd and Frank Ocean. With Tyler as the crew’s ringleader, Odd Future has gained an international cult following of teens who love to mosh and crowd surf at their live shows. Yet, it’s not only the intense content that has garnered Tyler appeal and popularity. He has savvily integrated his own drawing and graphic design skills into the group’s marketing ploys. 

Since Odd Future’s rise to fame began, it was obvious that Tyler was a creative dude. It was obvious that, despite Odd Future’s rowdy all-over-the-place-ness, Tyler has kept a subtle calculatedness as to how he promotes himself and his posse. From photos, to album cover art, to commercial advertisements, to skate apparel, Tyler has retained a creative control that is evidenced in all things Odd Future.

A quirky donut image from Odd Future

Now, how could one possibly create visual designs to complement songs as chaotically random as Odd Future’s? In a hilarious yet brilliant fashion, Tyler has managed to integrate his own childhood sketches into the group’s image. Items like upside down crosses, tie dye print, half bitten donuts, cats, and bright and bold text are the group’s signature visual motifs. With no deep reasoning behind their significance to him, Tyler succeeds in advertising absurdism, which somehow captures the randomness of Odd Future. Oftentimes, their songs do not revolve around a storyline, plot, or motif…they’re literally just a bunch of cool sounding rhymes, with each line simultaneously punching listeners in the eardrums and provoking thoughts.

Examples of these designs have resonated throughout Odd Future’s run so far. Tyler’s half bitten donut and cat designs have been printed on hoodies, which have sold in Odd Future pop up shops for over $200. Tyler’s love for upside down crosses have appeared on album covers such as his own 2011 release, Goblin, and Mellowhype’s past two releases, Blackenedwhite and Numbers.  

Despite all of Odd Future members’ different personalities and musical styles, it’s evident that Tyler knows how to run an organized operation. He’s not only an artist behind a microphone; he’s an artist with an eye for what visually pops. Forget the explicit content—the elaborate creative vision makes him all the more threatening.

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Rex Macipinlac '13
Image credit: Tyler the Creator