Camden Rebrand

Camden, NJ Rebrand

Ben Franklin Bridge, Flickr/Peter Miller

Scope

The city of Camden, New Jersey is located in South Jersey, directly across the Delaware River from Philadelphia. Like many other cities in America’s rust belt, Camden fell on hard times after many blue collar factory jobs disappeared. Those who could afford to leave...did so, leaving behind an impoverished community and empty row houses.

Until recently, Camden was one of the most dangerous cities in America. The economic and social struggles brought Camden to it’s knees, but as Walt Whitman declared Camden is “a city invincible.”

The goal of this project is to help rebrand the city of Camden with an identity which honors the resiliency and character of the city. The hope is to revitalize Camden while respecting the past, as well as renewing pride among Camdenites and creating a welcoming environment for the future of the city.

"One of the most damaging aspects of ‘urban renewal’ and gentrification and a lot of the processes that reshape cities is a lack of attention to the power of cultural memory. In a city that changes so quickly, you need these touchstones to feel that this is home."

— Darnell Moore, Camden author and activist

Brand Pillars

Humble Beginnings

Camden was established as a fur trading post by the Dutch West India Company in the 17th Century. The region has had many names including Fort Nassau, Pyne Point, Cooper’s Ferry, and finally named Camden in 1829 after Charles Pratt, the 1st Earl of Camden (England).

FIGHTING SPIRIT

From the Civil War, WWI & II, and fighting civil rights, Camdenites have always had a fighting spirit. During WWII, Camden was a city of patriots and home to many “Rosie the Riveter” jobs. During the Civil Rights Movement, there were two major riots. The riot of 1969 left a permanent scar on the city of Camden. Additionally, Camdenites have been fighting a war on drugs since the the 1980s.

Proud People

Spanning only 9 square miles, the city was once a thriving mecca of industry. RCA Victor, Campbell’s Soup, and New York Shipbuilding were large factories that brought many jobs to the city. Since 1907, the city motto has been “Virtus et Industria.”