The sleeve artwork for "Achtung Baby" was designed by Steve Averill, who had created the majority of U2's album covers, along with Shaughn McGrath. To parallel the band's change in musical direction, Averill and McGrath devised sleeve concepts that used multiple colour images to contrast with the seriousness of the individual, mostly monochromatic images from previous U2 album sleeves. Rough sketches and designs were created early during the recording sessions, and some experimental designs were conceived to closely resemble, as Averill put it, "dance-music oriented sleeves. We just did them to show how extreme we could go and then everyone came back to levels that they were happy with. But if we hadn't gone to these extremes it may not have been the cover it is now."