|12 inch (Front)|
LFO (for Low Frequency Oscillation) became the first pure techno track to become a nation-wide hit, but also quasi instantly became a classic, with its mind-blowing sub-bass, and harsh vocoded voice. The story goes that the track was first aired nearly by accident, from a tape given by the artists, and the reaction of the crowd went so incredible that it created an instant demand for a pressing.
But on a pure design point of view it was also a killer : first of Warp's 12 inches to have a proper sleeve (versus the famous generic purple sleeve... or was it Tricky Disco ?), it perfectly emphasized the futuristic spirit, the raw and purely synthetic edge of the music, and most of all, it instantly turned into an iconic logo.
It also marked the clear desire of both designers and people from the band & label to create a new and unique visual style, and to treat bands or label like a product or more precisely like a brand. This implied to create logos and also very recurrent design. And it worked perfectly.
And if DR had experimented in these directions with their Age Of Chance previous sleeves, this one, and in general their work for Warp at the time really marked the beginning of a new era. Soon, DR would add more and more details into their design, but this one, with its simplicity and boldness remains a perfect milestone.
|12 inch Remix (Front)|
The 12 inch existed in two variants : with a black background, and with a metallic grey background, just like the remix, and the CD single edition kept on the same metallic grey tip.
From this on, the LFO releases where to follow with greeat consistency with the same graphic equation (more example to be posted soon ;-), creating a highly modern and captivating identity for LFO, and for the Sheffield label.
Now for the little history, most non-english people misses how referencial was this design. In fact, it was a clear hommage to the UFO serie, a science fiction TV show from Gerry Anderson (of Thunderbirds or Space:1999 fame, to name a few).
This said, it was a perfect example of how DR had a child-like ease of mind (UFO, LFO, ha-ha!), and could be highly creative and very inspired at the same time : they were having fun with culture very seriously, and were turning culture into a tool to create some more. A joyfull but faithfull tool.
Damn! You should have seen this on the shelves of a record store, back in 1990... It was simply Outstanding.
Definitely a classic.