Graphic designer Steve Averill explains how an album sleeve is devised, from the initial concept to the finished product.
Steve Averill is currently designing sleeves for artists as diverse as Light a Big Fire, The Blades, Frank McNamara and the Virigin Prunes. One of his projects nearing completion is the album cover for 'Waiting for the Roar', the third album by the British heavy metal band Fastway.
With the deadline for the approved artwork fast approaching Willie Kavanagh of CBS, the band’s record company, approached Steve Averill about designing the album sleeve.
I set about trying to find an image that would suit the title.
Steve Averill came up with idea of using a strong image of lightening on the cover. Using standard guides and image bank catalogues he came across an image by photographers Joe DiMaggio and Joanne Kalish.
He contacted the Image Bank in London for that shot and for samples of their work specifically containing lightening. Had the deadline been less tight for the finished artwork, he could have commissioned photography for the album sleeve.
The majority of our sleeves use original photography.
Steve Averill also worked on the typography for the album sleeve, reworking with band’s existing logo.
The finished artwork will be sent to CBS in Ireland who will courier it to England. A few days later Steve Averill will be sent a proof with a completed full cover sleeve. Once that is approved it will go into the printing stages. This process can take two or three weeks depending on how quickly the album sleeve is required.
Compared to the overall cost of producing an album, expenditure on the sleeve is relatively small. It could be £1,000 with additional costs for photography of the band if required.
This episode of 'Anything Goes' was broadcast on 1 February 1986. The reporter is Dave Heffernan.
