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.

My experiences eventually led to the publication of my two non-fiction books on the subject of visual and verbal values, ‘The Art of Identity’ and ‘Identity’.

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:
AT&T
Bayercare
Bristol Myers Squibb
British Aerospace
British Banking Association
Cambridge University Press
CASE AB
Chevron Petroleum
Danisco
Dynochem
EMI Records
Farming Online
Fido Dido
Footjoy
Garfield
GlaxoSmithKline
Grant Instruments
Hertz Lease
Hodder & Stoughton
Kodak
LaserScan
National Extension College
Novo Nordisk
Olivetti Research
Philips
Prime Computing
Pye Telecom
Royal Ordnance
RTZ
Sir Clive Sinclair
Smallworld
SmithKline Beecham Biologicals
SpectreView
Spendor Audio Systems
Tamdhu Whisky
The Papworth Trust
Titleist
University of Cambridge Local Examinations Syndicate
Volkswagen Audi
Westell Europe

Flitwick Manor created by Mark Rowden
IXI logo
AVEVA logo created by Mark Rowden
Cambridge Asia Pacific logo
Digitisation of Shell Oils logo
Home Grown Cereals Authority logo system
CadCentre Cambridge logo designed by Mark Rowden
Multiverse concept designed by Mark Rowden
Oxford and Cambridge Examinations and Assessments Council (OCEAC) designed by Mark Rowden
Roy Pett logo designed by Mark Rowden
Military and various projects
AT&T starman
Computervision Medusa projects
Audiolab hi-fi systems
Trofeo Senna was here campaign
Telemedia Spectreview
Simon Engineering
Pies Puds and Tarts
Ciba-Geigy logo
The Beano and The Dandy merchandise
Trofeo automotive asset management
Computervision and Prime
Punkuation independent publishing
FOL Networks logo


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.

Cambridge hi-tech Phenomenon

The Cambridge Phenomenon
Above: a segment of the final diagram.
Client: Segal Quince Wicksteed | 1985