Introduction
Welcome to Design Education Talks, a podcast by the New Art School where we delve into the stories and wisdom of creative trailblazers. Today, we’re privileged to host Brian Grimwood, a legendary figure in British illustration whose vibrant, fluid brush style has left an indelible mark on the industry. As the founder of the Central Illustration Agency (CIA), an international powerhouse representing top-tier commercial artists, Brian has shaped the landscape of advertising, design, and publishing. From his early doodles inspired by The Dandy to collaborations with global brands like Johnnie Walker and Singapore Airlines, Brian’s journey is a testament to creativity and resilience. Drawing on his insights and the CIA’s ethos from their website (centralillustration.com), this article explores his life, work, and advice for aspiring illustrators.
Early Beginnings: A Creative Spark
Brian’s passion for drawing ignited at age three, fuelled by the playful pages of The Dandy and The Beano, comics that inspired countless illustrators. Growing up in Annerley in the early 1960s, he attended a local kindergarten where a game with his father shaped his creative approach. “He used to do a scribble, and then either I would do a scribble, and he would turn it into something, or vice versa,” Brian recalls. This exercise in transforming abstract marks into meaningful images laid the groundwork for his conceptual thinking.
Despite failing his 11-plus exam, Brian’s artistic talent shone through at Alexander Secondary Modern School. Passing the 13-plus earned him a place at Bromley Technical School, a creative hub akin to a grammar school. Under the mentorship of Owen Frampton, father of rock guitarist Peter Frampton, Brian thrived in an environment enriched by visiting Polish artists and painters. “We used to have Polish people come in, teachers painting, things like that,” he shares. A notable classmate was David Bowie, a friend whose path would later cross Brian’s in the music industry.
Life drawing at Bromley Tech was pivotal. Weekly sessions, including sketches of the iconic Quentin Crisp, bolstered his confidence. “Once I was cracking that, I realized I could then do anything I wanted to do,” he says. His ingenuity as a child, tracing Leonardo da Vinci’s drawings from library books using toilet paper as tracing paper, reflected his determination. “I used to trace over Leonardo da Vinci’s drawings just to see what it would be like to draw good,” he admits, a story that captures his early resourcefulness.
Forging a Signature Style
Brian’s fluid brush style, described as “very graphic,” emerged serendipitously when an art director printed a rough sketch instead of a finished piece. This happy accident revealed the expressive, loose quality that became his hallmark, setting him apart in an era dominated by airbrush techniques. “There was a lot of airbrush work going on. I was doing quite loose drawings,” he notes. A New York Times art director dubbed him “the man who changed the look of British illustration,” a title Brian embraced for its recognition of his innovative approach.
The advent of the iPad around the year 2000 transformed his workflow. “I didn’t have to mix paint. I just went straight in there,” he explains, praising the device’s ability to experiment with colours. “I wasn’t particularly very good at colours years ago, but I got into being good at colour,” he says, crediting influences like Japanese packaging from his travels to Japan. His work in Singapore for clients like Singapore Airlines and Raffles Hotel further enriched his vibrant palette, blending cultural aesthetics with his graphic sensibility. His Instagram (@briangrimwood) offers a daily showcase of this evolution, blending digital and traditional techniques.
Iconic Projects and the Central Illustration Agency
Brian’s career is a tapestry of iconic projects. His seven-year tenure at New Society magazine, producing one illustration weekly, was a creative crucible. “They gave me a subject, and then I could do anything I like with it,” he recalls, honing his ability to translate ideas visually. His editorial work spanned magazines and book jackets, often without preliminary sketches. “I didn’t do any roughs. They just gave me the title of the book jacket,” he says, reflecting a trust in his creative instincts.
The Johnnie Walker Man logo is among his most famous works, appearing globally from print ads to a Bangkok skyscraper. “I wish I’d have got one pound for every time it was published,” he jokes. Though he missed the Beatles Anthology project to Klaus Voorman, Brian designed album covers for blues artists like Sonny Boy Williamson at Pye Records and posters for his current blues band, The Butchers, where he plays bass.
In 1983, Brian founded the Central Illustration Agency (CIA) in Covent Garden with a small group of painters, printmakers, and calligraphers. Now based in Shoreditch, the CIA represents a diverse roster of world-class artists across illustration, motion graphics, mural art, sculpture, and CGI, serving industries from advertising to publishing (centralillustration.com). “We are an international resource for the very best in commercial art and motion graphics,” the CIA’s website states, emphasizing their commitment to connecting clients with artists who bring “vitality and dynamism” to projects. With clients like Apple, Burberry, and Penguin, the agency has worked on campaigns for brands like Hermès and Chester Zoo, showcasing artists like Charlotte Day and Sam Gilbey.
Navigating an Evolving Industry
Brian is frank about the industry’s changes. “It’s not as good as it used to be,” he says, pointing to declining art direction quality and client budgets. In the past, art directors trusted illustrators’ visions. “They used to ring me up. They knew what I was doing,” he recalls. Today, he sees a lack of education among art directors and clients. “The art directors don’t know what they’re doing either. Nor does the client,” he says, advocating for an art school for art directors to elevate standards.
The social aspect of the industry has waned. “I used to have lunch with people on a daily basis,” Brian says, recalling relationships with art directors like Mike Dempsey of Fontana Books. Now, connections are primarily digital, making it challenging for young illustrators to break through. The CIA’s role is crucial here, acting as a bridge to art directors. “Most people need an agent now,” Brian advises, noting that the agency’s reputation and curated roster provide access to opportunities. The CIA’s website highlights their hands-on approach: “We’ll walk you through the business end then put you hand in hand with your artist” (centralillustration.com).
Advice for Aspiring Illustrators
Brian’s advice to young artists is bold: “If you know you’re good, show it.” In a competitive field, confidence is essential. “It’s very competitive now. There are thousands of illustrators,” he warns. He encourages stealing inspiration wisely, quoting Picasso: “Poor artists copy. Great artists steal.” Experimentation, he believes, helps artists find their voice. “It becomes your own once you’ve done it once or twice or twenty,” he says.
Professionalism is critical. “You’ve got to be sharp with the money, sharp with the jobs, how you cope with people,” he advises, noting that many talented artists struggle with business acumen. The CIA seeks “normal” artists who balance creativity with practicality, a criterion rooted in Brian’s experience. “We have to say no a lot because we need to keep the agency fairly small,” he explains, with a roster of around 100–150 artists. For those starting out, he recommends building a unique portfolio and seeking representation to navigate the digital landscape.
Looking to the Future
At 70, Brian’s passion for drawing endures. “I still quite like the idea of painting,” he muses, envisioning a future of exploring ideas through traditional and digital mediums. His Instagram (@briangrimwood) is a vibrant archive of his work, from colorful sketches to intricate illustrations. Reflecting on missed opportunities like the Beatles Anthology, he remains focused on the joy of creation.
To his childhood self, Brian offers simple advice: “Just be yourself. If people like you, they will like you. If they don’t, they won’t.” This authenticity has guided his career, from tracing da Vinci to founding the CIA. For students, his message is clear: embrace your uniqueness, work diligently, and flaunt your talent. The CIA’s ethos echoes this, fostering a “deep and diverse tribe of storytellers” who bring clients’ visions to life (centralillustration.com).
Conclusion
Brian Grimwood’s journey is a masterclass in creativity and adaptability. From his early days at Bromley Tech to his global impact through the CIA, he has navigated the industry with humour and grit. The CIA, with its commitment to “vitality and dynamism” in commercial art, continues to champion artists who elevate brands like HarperCollins and Starbucks. Aspiring illustrators can draw inspiration from Brian’s work on Instagram (@briangrimwood), his book, and the CIA’s roster at centralillustration.com. Thank you, Brian, for sharing your story with Design Education Talks.
Listen and watch the podcast here:
Video: https://odysee.com/@thenewartschool:c/Brian_Grimwood:e
Audio: https://www.buzzsprout.com/1969986/episodes/17623763
Explore Brian Grimwood’s work on Instagram (@briangrimwood) and visit centralillustration.com to discover the CIA’s artists and projects.
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Where to Find More
Since its inception in 2019, Design Education Talks podcast has served as a dynamic platform for the exchange of insights and ideas within the realm of art and design education. This initiative sprang from a culmination of nearly a decade of extensive research conducted by Lefteris Heretakis. His rich background, intertwining academia, industry, and student engagement, laid the foundation for a podcast that goes beyond the conventional boundaries of educational discourse. Support the Show 👉https://www.patreon.com/thenewartschool Equipment used to produce the podcast: 👉https://kit.co/heretakis/podcasting See our work on 👉https://linktr.ee/thenewartschool Follow us on twitter at 👉@newartschool Read our latest articles at 👉https://heretakis.wordpress.com/ and 👉https://heretakis.medium.com/ and 👉 https://odysee.com/@thenewartschool:c
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