Rediscovering our lost Well brick by brick
A new branding for Camberwell, the “Camberwell Brick”, has been unveiled on lamppost banners along Denmark Hill.
The ‘Camberwell Brick’, created by local design consultancy, Studio Sutherland, who designed the identity for the Natural History Museum and Southwark Park was inspired by the well which features in our name, history and coat of arms. The well acts as a metaphor for Camberwell’s diverse and lively community, with each brick able to symbolise different characteristics that come together to make a united whole. The bricks also form the C for Camberwell.
Camberwell-resident Jenny Agutter, currently starring in Call the Midwife, says “Camberwell is a real neighbourhood; its strong cultural mix and rich history are what make it a great place to live. Using the Camberwell Brick on the banners and other projects will enable us to bring the story of Camberwell’s vibrancy to life, making everyone feel proud of what we have here in SE5.”
CAMBERWELL IDENTITY GROUP
With a tiny budget, the new branding was commissioned by the Camberwell Identity Group, following research which showed people felt Camberwell can often be overlooked, and its identity overshadowed by the surrounding areas of Peckham, Brixton and Dulwich. The group of volunteers recognised the need to create a sense of place for Camberwell; one which brings the community together, creates more business for local traders and a Camberwell for everyone to be proud of.
“Working closely with our chosen designer, Studio Sutherland, and through on-going community consultations, we have created branding which can show the many reasons Camberwell is a great place to live and work, such as its diversity, green spaces, food & drink and community,” said Jessica Bishop, Chair, Camberwell Identity Group. “We are delighted with the ‘Camberwell Brick’, it provides us with a distinctive and relevant space to own, enabling us to tell the story of Camberwell brick by brick. It will be used to signpost and raise awareness of Camberwell and enhance the look of the area.”
The branding, which uses a palette of colours drawn from local greenery, architecture and the sky, and a typeface created by local typographer Berthold Wolpe, was unveiled today on lamppost banners positioned along Denmark Hill.
The banner themes are based on locals’ favourite aspects of Camberwell which are community, creativity, health, green spaces, businesses and food and drink and the visuals used are by local artists and photographers.
The aim of the banners are to encourage the millions of people that come every year to visit its world-famous hospitals to see more of Camberwell, leading them down the high street to discover the wonderful cafes, shops, green spaces and galleries of Camberwell.
Local business owner Ross Farmer from Support & Sustain, who was among the hundreds consulted on the brand development, says “the ‘Camberwell Brick’ introduces a consistent and highly visible branding that unites all the different elements that make Camberwell great. The lamppost banners create immediate impact and bring life into the high street which will hopefully boost the local economy by attracting new visitors and customers into Camberwell.“
The Camberwell Identity Group has developed guidelines for local groups, businesses and residents which will allow the brand to work consistently. This will include a bank of imagery donated by local people, artists and photographers. The Group has an open call-out to residents of Camberwell to submit their visuals that they would like to make available for use.
The banners are just the beginning. Camberwell shopping bags have been produced by local business WBC. A new website www.camberwel.life will allow people to download the identity. The Group is in talks with local businesses, Network Rail and Southwark Council about using the identity. They are looking for a local maker to produce real bricks for use in development projects, and residents will also be encouraged to use and own the idea.