The cover photograph for Black Sabbaths legendary debut album was shot at Mapledurham Watermill, situated on the River Thames in Oxfordshire, England (Find it here on a map), by photographer Keith Stuart Macmillan (credited as Keef), who was in charge of the overall design. Standing in front of the watermill is a figure dressed in a black cloak, portrayed by model Louisa Livingstone, whose identity was not widely known until 2020. "I'm sure (McMillan) said it was for Black Sabbath, but I don't know if that meant anything much to me at the time," Livingstone recalled, adding that it had been "freezing cold" during the shoot. "I had to get up at about 4 o'clock in the morning. Keith was rushing around with dry ice, throwing it into the water. It didn't seem to be working very well, so he ended up using a smoke machine," she said.
According to McMillan, Livingstone was wearing nothing underneath the black cloak, and some experimentation was done involving some "slightly more risqué" photographs taken at the session. "We decided none of that worked," McMillan said. "Any kind of sexuality took away from the more foreboding mood. But she was a terrific model. She had amazing courage and understanding of what I was trying to do.”
 |
| Louisa Livingstone, the album cover model. This photo of her was captured in 1970. |
The inner gatefold sleeve of the original release featured an inverted cross containing a poem written by Roger Brown, McMillan's photography assistant. The band were reportedly upset when they discovered this, as it fuelled allegations that they were satanists or occultists; however, in Osbourne's memoirs, he says that to the best of his knowledge nobody was upset with the inclusion. Iommi's recollection is somewhat different: "Suddenly we had all these crazy people turning up at shows," he told Mojo magazine in 2013. "I think Alex Sanders (high priest of the Wiccan religion) turned up at a gig once. It was all quite strange, really." The liner notes to the 1998 Reunion album state "Unbeknownst to the band, Black Sabbath was launched in the U.S. with a party with the head of the Church of Satan, Anton LaVey, presiding over the proceedings... All of a sudden Sabbath were Satan's Right Hand Men.”