Principals reflects the Indigenous roots of Campbelltown in new brand identity for the suburb
Branding agency Principals has created a new brand identity and strategy for Western Sydney suburb, Campbelltown.
The work was triggered by the Campbelltown Council’s Community Strategic Plan, which saw residents and businesses identify that the area needed a new image that better represented the change the suburb had recently experienced.
The new brand identity for Campbelltown
To complete the rebrand, Principals conducted a series of co-creation sessions, vox pops, drop-in clinics, workshops, online surveys and interviews, receiving feedback from over 1,000 people.
The Dharawl land on which Campbelltown stands was traditionally known as a meeting place for diverse people. This is reflected in the circular figure in the logo, that mirrors the Indigenous depiction of a meeting place, Principals said.
Campbelltown Council’s previous branding
Campbelltown mayor, George Brticevic, said in a statement: “This new identity belongs to everyone in our city. Our community told us what an honest representation of modern Campbelltown looks like and we have listened. Our new brand will help to continue attracting investment into the city and lets everyone know that we are open for business.”
Principals executive creative director, Simon Wright, said: “The new brand story and identity are just one step in achieving the broader vision for Campbelltown as it continues to attract economic and cultural investment that will contribute to the area being a destination of choice to live, work, and do business well into the future.”
the old logo was better
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looks like we’re about to jump into hyperspace at lightspeed
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Im just lovin the communist vibe. The colors, the shouty type, almost see a hammer and sickle.
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dear principles, stick to strategy not design
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Wow
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Looks like a discount shopping mall outlet. As someone else said, all caps = aggressive.
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Campbelltown Council hang your head in shame for wasting ratepayers money like this. This is a betrayal of the community’s trust.
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Look at me, look at me, looook at meeee.
Now I have one word for you Campbelltown.
Shit. It’s shit.
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Looks good but their work with Northern Beaches and Liverpool was better.
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Instantly made me think of Walmart.
Which, is probably on brand for Campbelltown.
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