Our Brand
Prior to 2020, East Passyunk’s branding inaccurately portrayed the silhouette of a Native American wearing a Western Plains headdress not generally worn by Eastern tribes, including the Lenape. This was rightfully seen as an unwitting slight against the original inhabitants of the region, and the organization recognized the need for change.
Through conversation, research, and exploration over months, East Passyunk updated its organizational logo and branding design, removing the misrepresentative imagery and incorporating several design elements to honor the Lenni-Lenape.
Engagement
It was important to integrate references in the new branding design that would continue to acknowledge and honor Lenape Culture, but we could not do it alone.
As part of the design research process, we consulted with key figures and subject matter experts as well as two neighborhood residents who identify as Lenape and as Native American—but not Lenape—respectively.
Pastor John Norwood
Former Nanticoke Lenni-Lenape tribal councilperson
Steven Burton
Member of the Ramapough Lenape Nation, Chair of the NJ Commission on American Indian Affairs
Greg Lattanzi
Archaeologist with the NJ State Museum
Color Palette
The main colors are pulled from indigenous dyes and materials used in everyday life and wear.
The shades of purple reference wampum, which are beads made from various white and purple mollusk shells that the Lenni-Lenape used for decorations and currency.
The tones of red reference red ochre, a dye commonly used for fabrics and celebratory decorations.
The taupe references materials and hides that were dyed using shells from black walnut trees that are native to the area.
Two Row Wampum
The double diagonal lines reference the concept of two row wampum belt designs, that were used by many indigenous tribes to signify friendship, peace, and two separate nations and cultures living harmoniously together in unity.
This design element is specifically referencing the wampum belt from the Treaty of Shackamaxon (Penn Treaty of 1682) between William Penn and Chief Tamanend.
Connecting the Lines
When the diagonal lines are fully connected and extend to the edge of the belt, they symbolize moving forward together in peace and unity for eternity.
The double diagonal line in the design concept is meant to capture this spirit.
We are setting an intention and commitment to being an inclusive and welcoming community — an Ave for All — now and well into the future.
