Corporate identity and branding
Since the mid-1980s, I have created the identities of some 250-plus start-ups and other established organisations, starting with a logo and corporate colours right through to comprehensive visual and verbal design systems.
A prime example of my work involved the name change from Cadcentre (identity created by myself) to AVEVA plc and an identity system to manage their 60+ global offices and creative teams.
Other identity projects have included revisions and extensions to historical graphics, and countless campaigns and other marketing challenges.
Previous other notable clients and projects not illustrated on this page include:
Bristol Myers Squibb
British Banking Association
Cambridge University Press
Hodder & Stoughton
National Extension College
Sir Clive Sinclair
SmithKline Beecham Biologicals
Spendor Audio Systems
The Papworth Trust
University of Cambridge Local Examinations Syndicate
The Cambridge Phenomenon
This is a blast from the past, a project I undertook in 1985. I was two years into my business, 31 years old, armed with a drawing board, Rotring pens and Pantone markers. Cambridge (UK) was beginning to change. There was recognition that something special was happening regarding Cambridge University spawning and frequently supporting innovative, ‘hi-technology’, spin-offs. There was the then-recent ‘Cambridge Science Park’, but there were also some previously established businesses, such as Pye Telecom, Ciba-Geigy (derived from Aero Research), Cambridge Instruments (established 1881), Acoustical Manufacturing Company, Tube Investments, Cadcentre, Neve Electronics, Cambridge Computer Services, and others. But the main ‘push’ seemed to emanate from the various arms of the university and the Medical Research Council.
It was Nick Segal and his associates at the then small consultancy, Segal, Quince Wicksteed (SQW), who researched, authored and published what was to become a seminal publication, ‘The Cambridge Phenomenon’. The central graphical representation was to become the book jacket and a large pullout poster/‘family tree’. I worked with Nick Segal to concept a diagram formed as if rings of a tree. The idea was to show the dimension of time, the roots of each company and how these lines of commercial activity were continuing to break out and multiply.
This SQW diagram/illustration can nowadays be claimed to hold iconic status. It is a snapshot of history, a turning point not only in the fortunes of Cambridge but the UK economy as a whole. Cambridge is now widely regarded as the hi-tech centre of Europe, and not without good reason.
The illustration is a small segment of the original 1985 diagram, which I have since digitised. The original diagram was, of course, layered in film and wax-applied typesetting, an article of art in its own (now technically obsolete) way.
SQW’s publication investigated the emergence of a group of some 350 high technology companies clustered in and around the area of Cambridge University. Each company’s category of technology is indicated by a coded symbol, whilst the numerals of the inner circle represent individual university departments from which these outputs of activity originated.
The Cambridge Phenomenon
Above: a segment of the final diagram.
Client: Segal Quince Wicksteed | 1985