The cover was also intended to create a collision between the overly romantic and classic image that made a stark contrast to the typography based on the modular, colour-coded alphabet. Saville and Tony Wilson, the head of the label, also said that the owner of the painting (The National Heritage Trust) first refused Factory Records access to it. Wilson then called up the gallery director to ask who actually owned the painting and was given the answer that the Trust belonged to the people of Britain, at some point. Wilson then replied, "I believe the people want it." The director then replied, "If you put it like that, Mr Wilson, I'm sure we can make an exception in this case."