We’re always told that we should never judge a book by its cover, but the truth is that a lot of work goes into making sure we do. A cover generally gives us an immediate idea of the genre, register, and target audience of a book. A good cover will also generate excitement and interest, and make a book stand out from the texts around it. Book design may even save the independent publishing industry, where according to The Independent publishers are ‘springing up to provide a certain kind of reader with what they want, more than ever: the book as beautiful, covetable, keep-able object’.
Because the cover is such an important part of selling books, often the same book will have multiple different covers for various countries and age groups. Take the ever-increasing variety of Harry Potter covers as an example. Book covers also generally get an update when they’re reprinted many years later, as was the case with the subject of today’s blog post: Kim Newman’s series of alternate-history vampire novels, Anno Dracula. You may recall that I posted a few weeks ago about the second book in this series, The Bloody Red Baron, and how it deals with the balance between entertainment and ethics in its reproduction of WWI.
These books were originally released in the ’90s, when they were marketed to a very different audience. As you can see below, the original cover for Anno Dracula (the first book in the series; 1992) has a distinct Anne Rice feel to it:
The reprinting from Titan Books, however, has a very contemporary feel, and taps into the growing neo-Victorian market. In a blog post on Titan Books, illustrator Martin Stiff of Amazing 15 talks about how they arrived at the new cover, and what was discarded along the way. Martin was kind enough to let me reprint the post for you here:
For a series of books where the characters and plot span the entire twentieth century it was always going to be tough to come up with a series design which could evoke the period while also being consistent across the range.
We tried some more traditional approaches to begin with, a half-and-half style cover with a lady vampire and an image which suggests the particular decade the book is set but these felt a little boring, like we’d seen them a million times before.
Mulling it over we struck upon the idea of a continuing series of posters, with each designed in the style of the period. The first, Anno Dracula, is set in the 1880s, so I mocked up a faux Victorian music-hall poster. This sat nicely with the adult nature and looked quite sophisticated – and the central idea of the poster fashion changing with each title was a great concept. But for some reason the idea never struck home with everyone and it got shot down. But like any good vampire it was soon to rise from the dead…
Our next round of covers used a simple framing device and an ‘object’ – a blood-stained locket on Anno Dracula, an Iron Cross on The Bloody Red Baron and so forth. For a while this was the cover Titan used for sales purposes and it seemed for a while it was going to be the final cover too. Never completely comfortable with the concept we continued to fiddle with the cover and tried some versions which combined the ‘object’ idea and the ‘poster’ idea but again, nothing really worked as well as we wanted it too.
It’s very easy, after producing so many different ideas, to get a little bogged down with the approaches you’ve already tried so we went back to the drawing board and tried some entirely new directions. The concept with these were to use a well-known building which could illustrate the plot of each book (hence Buckingham Palace for Anno Dracula). We kicked about the illustrated church cover for a while, with different logo treatments and different colour ways, but again it fell at the final fence.
Finally – and as frustrating as this may seem – we went right back to the beginning! The original music-hall poster concept seemed to have lodged into people’s imaginations and more we deviated from it with the other ideas the more we all realised how much we liked it. We brought it back to the table and continued working on it (we rejigged some of the text, added new quotes, etc. – and we actually made it look like a real poster on a wall) and suddenly we had our final cover!
Part of designing a series of book covers is ensuring any ideas you might have will work across the entire range. So, using the principle concept for Anno Dracula, we worked up the second book – The Bloody Red Baron. We were lucky enough to find an evocative (and out of copyright) WWI German propaganda poster and with a little twist (the black clouds turning into bats) we hit upon a really eye-catching cover!
As you can see below, the final cover for The Bloody Red Baron ended up being slightly different, though the overall idea is the same:
The next two books in the series, Dracula Cha Cha Cha (1998) and Johnny Alucard (2013), follow a similar pattern:
What do you think? Do these covers make you want to pick up a copy?
If you’re interested in learning more about book cover design, BBC Radio 4 has a 30-minute podcast on The Art of Book Cover Design, with John Wilson. There’s also a nice TED Talks on the subject with Chip Kidd, associate art director at Knopf, and a video from Random House where they interview some of their designers. You may also want to check out Lousy Book Covers, a Tumblr account dedicated to sharing some of the best of the worst.