Karla Burns

Jeff Soto has been my favourite artist since I was 15, I have always adored and admired his talent and imagination. He created the most vibrant paintings, created from his dreams and imagination. They are playful, inviting, and beg to enter into the imagination of the viewer. His work is unique and this is what makes them so appealing and attractive. His style is instantly recognisable. He has had shows worldwide, and is hugely successful he hails from California, the USA and has had shows in London and was a speaker for Semi Permanent in Australia. In recent years he has branched out creating figurines, Ipod covers, and even designed the album cover and booklet for American Rock band Finch. His talents cross between painting and design as he incorporates type into his work, from which I draw great inspiration from. He has published two books on his works, the first of which has completely sold out. Over the years his style has altered growing more mature and his approach has become more skilled and defined. What I adore about Jeff is that even after all these years his love for his work is still evident. He creates fun limited addition ‘zines that he sells through his site which again incorporates his flare for design and showcases his talent for painting and drawing.

Last year I bought his ‘Hope’ booklet, I received number 187 out of 200. The booklet is blue ink on blue paper and I adore the minimalist approach to the front cover which begs to be opened and the quirky back cover with its upside down graphical detail. The pack includes two random button badges. I have not been able to bring myself to unseal the packaging and have a look at the actual book in the 2 years I have had it, I cherish it too much to increase the chance of it getting damaged.

He signs and numbers every single one, and even takes it upon himself to post them out. I was incredibly impressed when I received the book to find that even the envelope he had taken the time to put his artistic flare on. It shows how much he cares for his work, he wants to showcase it and he wants to make an impact when the buyer receives their merchandise.

The envelope is illustrated front and back with rubber stamps of Soto’s own illustrations with an orange or brown ink, it is a subtle detail which works beautifully and compliments the envelope.

I later purchased his calender with which I received this accompanying booklet. I gave in and opened it when I discovered that some lucky books included hand drawn sketches and hand signed pages. I wanted to know if I was lucky enough to have received one and to my happiness I was.

Within my book, I have a hand signed piece of tracing paper, which Jeff signed with his tag ‘Soto Fish’. I love his personal touches to his products, he cares about his fans, and this effort only blows his fan base wide open.

The book is bursting from front to back, with photographs, sketches, paintings, doodles all by Jeff. Some black and white and some vibrantly coloured. It is a breath taking piece of work.

If you would like to see some of Jeffs work go to his site, his work from past to present is there to view. Whilst you are there check out his blog which he regularly updates with posts on his own work and posts on the work of fellow artists whom inspire him, it is a very inspirational blog so be sure to check it out.