Curwen Press

Harold Curwen pioneered several strategies that could be identified today as building a brand awareness. These included a playful use of the unicorn as a means of corporate identity at a time when the general printing industry had a very conservative approach. The creation of 'clip art' - premade images used for illustration - and the experimentation with inks that had an almost fluorescent intensity helped to define the house style of the Press. The ownership of a brand was enhanced by the Press's publication of pamphlets and books such as the Curwen Press Newsletter for customers which created a marketing dimension that was not exploited by other printers. This reinforced a house style which used newspapers and trade magazines to promote the Curwen brand.

Harold Curwen sought to instill a sense of ownership in his employees and customers through high standards in mechanical printing. An attention to detail, even in routine work, became a hallmark of the Curwen brand, as was the ability to offer clients in-house services regarding advertising and publicity.