Image: by Seth Rowden

RECENTLY

I'm in love with photographic images more than cameras.

Perhaps twenty-five years as a designer makes this inevitable. I art directed many professional photographers during that time, and yet not once did I hold any thought of becoming one myself. I considered myself a producer of images. My main occupation was designing identities for organisations and their products. I wrote the book, 'The Art of Identity'.

Then something changed. Several months into a year's vacation in France, and under no pressure other than to do as I pleased (well, except write my next book...which is near to being completed, promise!) I found myself obsessing about photographs. This wasn't what I was supposed to be doing. But it was too late: the passion wouldn't let me go.

"I believe that photographs should be simple technically, and easy to look at. They shouldn’t be directed at other photographers; their point is to make ordinary people react — to laugh, or to see something they hadn’t taken in before, or to be touched."—Lord Snowdon

And I agree. Good photography, like good design, works when our eyes pass 'through' it — we don't 'see' the manipulation, because our focus is already captured by the way the subject has been presented. I believe a good photograph never appears contrived or staged, and that it celebrates what appears to be natural. Such images heal us, instruct our better self, incite joy and provoke higher thoughts.

I found myself taking both sides of the digital versus film divide, until I realised that it is for the most part irrelevant. Good or bad, digital or film can achieve either. However, I do hold firm opinions about artificial retouching and the computer leading the weaker of those amongst us. I prefer natural light, and the improvised, but I am not against studio lighting where its presence doesn't advertise itself.

"Technique undoubtedly helps make photography magical, but I prefer to work with atmosphere. I think that the obsession with technique is a male thing. Boy's toys. They love playing... but once you've perfected something you have to start searching for a new toy. I would rather search for a new model or location."—Ellen von Unwerth

And there's a girl if ever there was one. But seriously, technique should never be so vulgar as to advertise itself. The technical is merely a means towards what is art. Is photography an art? Yes, I believe it can be, and I also believe that the artful photograph is more important than the photographer, the image being the one that must speak first. As for photographers in general — and, please, let us forget money for a moment — I believe that the best are those who see, with or without a camera, and who give of themselves — make the picture rather than simply take the picture.

LESS RECENTLY

My 'university' was several years exploring many vocations, from racing cars to playing leading guitar in bands, from all manner of menial tasks to job descriptions that sound far grander than their reality. But I did join my father who was single-handedly building a large house. So amongst other things I helped him. Then, at the grand age of 26 I went back to college. I studied typographic design, and the rest happened quickly. I started my own design studio. Its popularity astonished me, and then I had to finish what I had started. That took 25 years! A booklet — follow the tab, 'Books' — explains all that.

There's a few other things: I love painting, I was a musician with some success, and I have a passion for writing. I've 'failed' at all manner of other things and sometimes succeeded where I hadn't intended, but I've always strived to learn. Right now I feel like I'm in my twenties again: striding forth in much the same way as I always have, except this time less behind a desk and more out and about with a camera.

Of all the logos I have designed these are my favourites: Cadcentre (Computer Aided Design Centre), a client aiming at an audience of mainly petro-chemical and heavy engineering; FOL, a first wave dotcom aimed at integrating British agriculture; Flitwick Manor, a country hotel and restaurant (Flitwick is pronounced with a silent 'w' — a problem turned to advantage in the design); Stray Dogs, publishers of poetry, hence the use of fullstops and commas!