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Designing D&AD's Annual cover has become almost an award in itself. Initially the brief was simple do whatever you want (and they did) but that all changed in 1975 when the D&AD Pencil made it's first cover appearance. Since then it's a rare designer that hasn't referred to the pencil in some shape or form.
Today's cover designer is now expected to produce something that shows what a modern, more grown-up, enter-on-line D&AD stands for, booms out of bookshelves and becomes an instant talking point. Perhaps some of the old covers wouldn't have stood up to that kind of scrutiny (but then that's probably part of their charm).
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