Since the release of Relax in 1983, they were the mothership of the Label's fame, and much efforts were put in making them some iconic pop idols.
But beyond the talent displayed at managing them, this implied a great deal of attention to sleeve design, and visual design in general.
This release is a classic example of the sleeve variation madness that was the trademark of ZTT in this period. Not only did they find it funny to release dozens of different versions of the records, with confusing tracklistings, same cover for half-different contents, but of course with different catalog numbers, but they really worked hard at creating visual variants.
Of course, it was certainly about money, to a certain extent, but it was also so efficient at brand-building, and creating a kind a crazy fascination for the label and its people.
Here, the very striking iconic design was transposed in many ways, on various format. one of the highlight being a gatefold 7 inch with a pop-up version of the Fists ;-)
|The Pop-up 7 inch|
|7 inch single Back cover. With a symbol for each member of the band.|
|Another Front Cover (note the deliciously useless "peel-of sticker" with the Cat#!)|
ZTT was not only the brainchild of Trevor Horn (the music guru, assisted by the Art Of Noise team into producing the label's sound), but also of David Morley who's main function was to provide texts, quotes and others miscellaneous poetic material to decorate the sleeves.
|Another back-cover (each format had a different tint for the fist).|
|Front Cover ? Back cover ? Ha ha! Got you!|
|Don't ask me... |
But let's put the Catalog number as big as possible!
And, final step in our little travel into this brilliant mess, have a look at the music video : don't be too critic about the retro and a bit ridiculous details, and just see how the design was cleverly incorporated in the video. It is to be noted also that it was quite innovative at that time to mix video, texts and to lay-out the screen like this. In fact it still is...
And yes, you can still dream about wearing the famous black & whits trousers of "preaching" Frankie, and have fun seeing Paul Rutherford, the moustached member which role was to be "The Dancer", agitating himself with great seriousness and playbacking vocals with enthusiasm.