Camden Market has always rejected conformity in favour of individuality. Our brand idea – Unfollow Convention – led us to create an ‘unbrand’: a set of tools to facilitate self-expression. At its heart were two bespoke typefaces based on the iconic Camden Lock sign. These removed the need to use the logo everywhere, allowing the brand to speak to a diverse set of audiences while remaining distinctively ‘Camden’. Users were invited embrace the market's tenacious commitment to originality: “If you’re not experimenting with our brand, pushing its boundaries, you’re not doing it right.”
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