“How can something so square be so hip?”
Designer Richard Evans sets out to answer this question in the new illustrated history of the 12in album sleeve, The Art Of The Album Cover.
Evans, The Who’s in-house designer for 35 years, provides a comprehensive overview in this glossy hardback which presents many examples of Barney Bubbles’ plundering of the history of record sleeve design for his palette of possibilities: think the crazy lettering and daring mix of photography and graphics of Alex Steinweiss and his 40s brethren Jim Flora and George Maas and, in the 50s, the work of the cool ruler, Blue Note’s Reid Miles.
Evans shows how Miles’ admiration for the “blotted line” illustrative work of Andy Warhol in the 50s resulted in gorgeous sleeves for Johnny Griffin and Kenny Burrell, while tribute is paid to the work not just of examplars such as William Claxton and Burt Goldblatt but also the teeming “unknowns” who populated the art departments of (mainly American) record labels in the 50s and 60s.
As design critic Kenneth FitzGerald recently set out in his new collection of essays, Evans recognises that everything changed with The Beatles’ 1963 debut album sleeve by Robert Freeman, setting design for music on the path to Sgt Pepper’s four years later and then onto the 70s boom-time. There are name-checks for all the leading art directors, illustrators, designers and artists, including Cal Schenkel, Neon Park, Kosh, Hipgnosis, Roger Dean and Evans himself as well as Barney Bubbles, whose work Evans deeply admires.
“I don’t have enough words of praise for the delightful and brilliant work of Barney Bubbles,” writes Evans. “He was the graphic designer’s graphic designer; a man full of the best ideas executed with great wit and originality.”
With concise sections dedicated to Neville Brody, Peter Saville, Malcolm Garrett and Stylorouge, Evans tracks the familiar tale of the damage done by the shrinkage of the packaging with the rise of the CD and the ultimately restrictive practices wreaked by increased digitisation.
As in FitzGerald’s Volume, however, the obituary for the vinyl sleeve outlined in Aubrey “Po” Powell‘s introduction (“The art of creating album covers belongs to a bygone age”) looks again to be premature in an era of renewed vigour in the field.
And Evans’ declaration that album sleeve design now resides in CD booklets also seems wrong-footed; the digital format is being rapidly forced down the gurgler by the download generation yet the demand for vinyl – though necessarily much more limited than in it’s heyday – is once again the smart choice.
The Art Of The Album Cover is available here.
