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| The Achtung Baby early sleeve drafts |
ampvisual.com (the design consultancy based at Dublin , which has been responsible of many of the visual work of U2) has published a very interesting post on Achtung Baby and its covers.
When I first heard the opening salvo of U2 Achtung Baby and the channel flipping darkly distorted sound of Zoo Station, I literally thought that the CD player had broken, or that the speakers had blown, or that we had mistakenly been sent music by another band, it really was that different, that NEW, that un-U2 like.
It’s difficult to sum up the days before the internet, wall-to-wall media and the power of online networking – the days before instantaneous speed of the transfer of information. But after U2′s Lovetown tour ended just after the Dublin Point Depot shows and Bono saying that the band would have to, ‘go away and dream it all up again’, there was an almost 2-year silence, broken only by the band’s appearance on the Red Hot And Blue Cole Porter tribute album with their version of Night And Day in 1990 – the first real inkling of the band’s new direction. Otherwise just silence.
Then suddenly, The Fly, the first single off Achtung Baby. It was as if a very different door had opened for the band that allowed them to not only sound re-invented, but that also allowed them the freedom to act in a brand new way also. There were suddenly now so many new colours and shades to the band’s palette that it was mesmerizing to hear and to see it happening.
When Achtung Baby was released three weeks later, it was to astonishing reactions. The album had a visceral heat pouring from it. It crackled with brand-new sounds. It throbbed from your sound system with its expansive, distorted metallic textures and deep rhythmic sound with a sheer intensity. Bono’s double-voice, his falsetto and deep distorted low-register vocal spat out words of dark personal angst, sexuality and intimacy unheard before in his lyrics.
I was a youngster not too long out of college working with Steve Averill’s design studio Works Associates, when he asked me to work with him on U2′s as yet untitled new studio album in early 1991, my first job for U2. I was used to seeing the panoramic, monumental and monochrome imagery of The Joshua Tree sleeve and so on, but suddenly boxes of photographs were arriving in to us of new U2 photoshoots from Anton Corbijn that were very different to what I’d ever seen for U2. They didn’t have the serious sincerity of his previous work for the band, instead Corbijn had strove for a lighter vibe and the photos were a great combination of spontaneity and of a vivid kaleidoscope of colours from arctic blue to desert red mixed with ink black and sepia-toned lith prints of intense portraiture; of new landscapes, of various animals, of serious masculine men in frocks in full-on wigs and makeup, of band members smiling, fun… and nakedness. There was an astonishing amount of photographs – hundreds of beautifully printed photographs.
For us to make a sleeve that would break the mould of any previous sleeves done for band we had to see this as a brand new phase of the band, it had to be quite different from what had been done before. We wanted the sleeve to reflect the multiplicity of themes on the album, its shades of light and dark, its sense of place and time at the dismantling of the Berlin wall. We didn’t want a fashion sleeve, something that would be out of date soon after. We strove hard to make a ‘classic’ album sleeve that would thematically have both depth and meaning and that would go to form the complete album both sonically and visually. No one image was enough to convey the shades and personalities on the record and so out of many experiments we ended up with a regular grid of images with examples shown to the band of sleeves by the likes of Pink Floyd and The Who.




