“We embraced the anarchic spirit of Camden to create a brand with an unshakeable commitment to originality.”
Camden Town is one of the most eclectic, random and known citywide street markets. The nightmare of any architect is formed by houses of different colors, sizes and styles, but above all shops, many shops. Camden is chaotic, messy and old fashioned, but for all, somehow, still retains its charm. An easy-to-find tourist destination, but an exercise in branding, difficult to solve.
Camden Market’s relentless commitment to originality and stubborn refusal to follow trends led us to a powerful brand idea: Unfollow Convention. A call to action as relevant to the Snapchat generation as it is to the market’s entrepreneurial heritage.
The London studio Ragge Edge , has been commissioned to create the first visual identity of this market and therefore treat it as a brand. “Unfollow convention” is the concept under which the spirit of Camden is synthesized, and following this rebellious attitude decided to create a visual language in which more than standardize the way the brand is expressed, allows flexibility, individuality and creativity in their application.
The new graphical exercise is faithful to the place, and arises from the lettering located in the iconic bridge of the area of John Bulley. These mythical hand-painted letters have served as a template to create a typography of its own with two variants; Camden Sans and Camden Slab in four different weights. The use of characters with so much personality, is therefore the main tool of the new language, allowing each corner of the market can be signed with the brand, without the need to use a logo.
In addition, the negative spaces defined by this typography serve to create a pattern of forms, which also form part of the identity with absolute freedom of application.
In a space dominated by color, bets on the black and white binomial, once again, with the intention of leaving the protagonism to the stage before the mark.
In a space traditionally dominated by self – expression and breaking all the rules, Ragge Edge propose a set of tools instead of a railway identity, leaving it to the neighbors, artists and neighborhood merchants, freedom Of its application.
Visual language is, in short, infinite. It is impossible to predict the number of variations of elements of the brand, but what is certain is that it is a system of expression that does not compromise the individuality or personality of the person who launches the message. Edge Ragge play with the creative freedom of knowing that any combination of elements within its framework, will immediately associated with “Camden”
Merchandising, signage and experimental art installations are the following contact points on which the mark will be implemented with the aim of generating a graphic universe going Camden Town,recognizable, personal, but always respecting the role and essence of the place.
Design at the service of the brand. A proposal of branding in full rule because it knows to adapt to the real need of its client. The graphic part, being the only visible in the system, instead of shouting plays a careful secondary role, more practical than aesthetic, with the aim that all the elements shake hands without stepping between them.
It was never about a logo. Instead, we set out to infuse the market’s irrepressible spirit across everything it touched.
Typography and black and white may seem like a risky proposition, but perhaps it is just the opposite, because the main pattern of this identity is precisely freedom. No rules. A premise halfway between courage and innocence, where only time will determine the scope and visual coherence of its development.
“The borough of Camden has long been intertwined with radical thinking. In the spirit of Punk’s use of ready-mades, Ragged Edge referenced John Bulley’s bridge painting and developed a family of bespoke fonts and graphic elements. This Camden Market Toolkit forms the underlying structure that gives us the ability to express the brand in multiple ways while still aligning with the Market’s long history of new ideas.”
Check out the project on Ragged Edge’s website https://raggededge.com/work/camden-market-branding/