Hey! So, on April 11, 2017, Kendrick Lamar showed off the cover art for his album Damn.

The designer behind it was Vlad Sepetov, who also created the covers for Kendrick’s previous albums, To Pimp a Butterfly and Untitled Unmastered. Vlad described the Damn cover as “loud and abrasive” with energy, but not as political as To Pimp a Butterfly.

They even made the Parental Advisory sticker part of the design, rather than an afterthought. Billboard thought it was pretty rad, naming it one of the best covers of 2017 and calling it “meme-able and memorable.”

In a radio interview on June 29, 2017, Kendrick shared that the album’s original title was going to be What Happens on Earth Stays on Earth, but it didn’t feel quite right.

So, he went with Damn instead. He explained that the final title had a lot of different meanings to him, like “damned if I do, damned if I don’t,” and he thought it really captured the vibe of songs like “DNA” and “Humble.”