Offense! - Camden
Offense! - Camden
Offense! - Camden
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WHY a hummingbird<br />
Living Excellence<br />
You’ve all seen ACE the Hummingbird hanging out at your community’s<br />
events and you see the drawing of the green hummingbird on <strong>Camden</strong>’s<br />
logo every day, but you may be wondering why <strong>Camden</strong> chose a<br />
hummingbird to represent its business and brand.<br />
The hummingbird is ideal. Universally liked and fascinating to observe, the<br />
hummingbird has maintained a particularly powerful mystique throughout<br />
history and mythology. In <strong>Camden</strong>’s logo, the hummingbird has been<br />
drawn to create the moment prior to landing. This is an important position<br />
because this concept is neither about flight nor migration—it is about<br />
destination. It is about a deliberate, if not magnetic, attraction to <strong>Camden</strong>.<br />
The green color of the bird represents growth, friendliness, brightness<br />
and freshness, all important qualities that <strong>Camden</strong> wants to convey to<br />
prospective and current residents.<br />
Using the metaphor of a hummingbird about to roost represents “coming<br />
home,” which is exactly what <strong>Camden</strong> has brought to life in its logo and<br />
in its mascot, ACE.<br />
LivingitUP<br />
Volume 4, Issue 2<br />
4
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