Sgt. Pepper's Lonely Hearts Club Band album carried on the childhood and Liverpool theme with its circus and fairground effects, its pervading atmosphere of the traditional northern music hall that was in both its main creators' [McCartney and Lennon's] blood." "Sgt. Pepper" album cover was designed by the pop artists Peter Blake and Jann Haworth. Blake recalled of the concept: "I offered the idea that if they had just played a concert in the park, the cover could be a photograph of the group just after the concert with the crowd who had just watched the concert, watching them. If we did this by using cardboard
Album cover a design (a Leonardo sketch) could be seen. "Magical Mystery Tour" by the Beatles was first released as a double EP with a booklet between the records. "Sgt. Pepper" contained a cardboard sheet of images, and "The Beatles" (often referred to as the White Album) contained four large glossy photos of the individual Beatles along with a poster-sized collage. "Live at Leeds" by The Who also contained a generous supply of posters and printed material. "Led Zeppelin III" had a front cover that contained a revolving disc which brought different images into view through small cut-outs in the outer sleeve.