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Dilemma. Since when has New Jersey become a place subject to ridicule? Most New Yorkers seem to feel that it is almost an obligation to make fun of New Jersey. I think the most of people have two reactions/feelings towards New Jersey: Either you hate it or love it. People say New Jersey have the worst drivers and have no place to go etc,. Someone even said “New Jersey is a place do get through quick on our way to somewhere else. I think it is smelly from the oil companies, terrible traffic and the worst drivers on the east coast. There was a survey somewhere that actually said new jersey had the worst drivers.” and other people said “I think New Jersey is one of the prettiest states ever. It’s considered the Garden State, and I truly believe it is. However, my first thought is crime.” Is it possible to change people’s perception about New Jersey? Maybe transforming the negative attitude into positive? or emphasize positive attitude to overcome the negative attitude? Why. New Jersey is called Garden State; it has a lot of beautiful scenic views and nature that people are not aware of. Not only that, New Jersey is a place of rich history, a vast array of cultural venues, and a shopping mecca. New Jersey itself is a product. Goal. How can I turn New Jersey into a tourist destination by giving it a fresh branding and look? In order to make this happen, I will need to research in depth about the state along with all 21 counties. I will capture each county’s personality and specialty in a logo. Also, eventually, I would like to choose North Bergen, the county where I live in, and make logos for 70 municipalities. The branding will include not only logos but also tour guides, tour buses, road-signage, stamps, county’s promotional products, and hopefully an iphone application.

TABLE OF CONTENTS 1. new jersey where is new jersey? culture

2. history brief overview 19th century 20th century

3. geography

general geography regions

4. state symbol what are they? why?

5. bergen county general breif history geography

6. municipalites

municipal names zip code

7. question

NEW JERSEY New Jersey is a state in the Northeastern and Middle Atlantic regions of the United States. It is bordered on the north and east by the state of New York, on the southeast and south by the Atlantic Ocean, on the west by Pennsylvania and on the southwest by Delaware. New Jersey lies mostly within the sprawling metropolitan areas of New York City and Philadelphia and is the most densely populated state in the United States. It is also the third wealthiest by 2009-2010 median household income.

CULTURE New Jersey is the birthplace of modern inventions such as: FM radio, the motion picture camera, the lithium battery, the light bulb, transistors, and the electric train. Other New Jersey creations include: the drive-in movie, the cultivated blueberry, cranberry sauce, the postcard, the boardwalk, the zipper, the phonograph, saltwater taffy, the dirigible, the seedless watermelon,the first use of a submarine in warfare, and the ice cream cone. Diners are common in New Jersey. The state is home to many diner manufacturers and has more diners than any other state: over 600. There are more diners in the state of New Jersey than any other place in the world. New Jersey is the only state without a state song. “I’m From New Jersey” is incorrectly listed on many websites as being the New Jersey State Song, but wasn’t even a contender when in 1996 the New Jersey Arts Council submitted their suggestions to the New Jersey Legislature.


HISTORY New Jersey was originally settled by Native Americans, with the Lenni-Lenape being dominant at the time Europeans arrived. The Lenape were loosely organized groups that practiced small-scale agriculture (mainly based on corn) in order to increase their largely mobile hunter-gatherer society in the region surrounding the Delaware River, the lower Hudson River, and western Long Island Sound. The Lenape society was divided into matrilinear clans that were based upon common female ancestors. These clans were organized into three distinct phratries identified by their animal sign: Turtle, Turkey, and Wolf. They first encountered the Dutch in the early 17th century, and their primary relationship with the Europeans was through fur trade.

19th CENTURY On February 15, 1804, New Jersey became the last northern state to abolish new slavery and enacted legislation that slowly phased out existing slavery. This led to a gradual scale-down of the slave population. By the close of the Civil War about a dozen African Americans in New Jersey were still apprenticed freedmen. New Jersey voters initially refused to ratify the constitutional amendments banning slavery and granting rights to the United States’ black population. In the Industrial Revolution, cities like Paterson grew and prospered. Previously, the economy had been largely agrarian, which was problematically subject to crop failures and poor soil. This caused a shift to a more industrialized economy, one based on manufactured commodities such as textiles and silk. Inventor Thomas Edison also became an important figure of the Industrial Revolution, having been granted 1,093 patents, many of which for inventions he developed while working in New Jersey. Edison’s facilities, first at Menlo Park, NJ and then in West Orange, NJ, are considered perhaps the first research centers in the U.S. Christie Street in Menlo Park was the first thoroughfare in the world to have electric lighting. Transportation was greatly improved as locomotion and

steamboats were introduced to New Jersey. Iron mining was also a leading industry during the middle to late 19th century. Bog iron pits in the Southern New Jersey Pinelands were among the first sources of iron for the new nation Mines such as Mt. Hope, Mine Hill and the Rockaway Valley Mines created a thriving industry. Mining generated the impetus for new towns and was one of the driving forces behind the need for the Morris Canal. Zinc mines were also a major industry, especially the Sterling Hill Mine.

many of the industrial cities of North Jersey. The first race riots in New Jersey occurred in Jersey City on August 2, 1964. Several others ensued in 1967, in Newark and Plainfield. Other riots followed the assassination of Dr. Martin Luther King, Jr. in April 1968, just as in the rest of the country. A riot occurred in Camden in 1971.

20th CENTURY Through both World Wars, New Jersey was a center for war production, especially in naval construction. Battleships, cruisers, and destroyers were all made in this state. The first Miss America Pageant was held in 1921 in Atlantic City, the first drive-in movie was shown in 1933 in Camden, and the Holland Tunnel opened in 1927. During the Great Depression of the 1930s, the state offered begging licenses to unemployed residents. In 1951, the New Jersey Turnpike opened, permitting fast travel by car and truck between North Jersey (and metropolitan New York) and South Jersey (and metropolitan Philadelphia). In the 1960s, race riots erupted in

GEOGRAPHY New Jersey can be thought of as five regions, based on natural geography and population. Northeastern New Jersey, the Gateway Region, lies within the New York City Metropolitan Area, and some residents commute into the city to work. Northwestern New Jersey, or the “Skylands”, is, compared to the northeast, more wooded, rural, and mountainous. The “Shore”, along the Atlantic Coast in the central-east and southeast, has its own natural, residential, and lifestyle characteristics owing to its location by the ocean. The Delaware Valley includes the southwestern counties of the state, which reside within the Philadelphia Metropolitan Area. The fifth region is the Pine Barrens in the interior of the southern part. Covered rather extensively by mixed pine and oak forest, it has a much lower population density than much

of the rest of the state. New Jersey also can be broadly divided into three geographic regions: North Jersey, Central Jersey, and South Jersey. Some New Jersey residents do not consider Central Jersey a region in its own right, but others believe it is a separate geographic and cultural area from the North and South. GATEWAY REGION: Middlesex County, Union County, Essex County, Hudson County, Bergen County, and Passaic County. SKYLANDS REGION: Sussex County, Morris County, Warren County, Hunterdon County, and Somerset County. SHORE REGION: Monmouth County and Ocean County. DELAWARE RIVER REGION: Mercer County, Burlington County, Camden County, Gloucester County, and Salem County. GREATER ATLANTIC CITY REGION: Atlantic County. SOUTHERN SHORE REGION: Cumberland County and Cape May County.


STATE FLAG The New Jersey State Flag was adopted in 1896. Its official color is buff, which is a yellowish-tan color. The colors of the state flag, buff and dark blue (Jersey blue), were the colors George Washington chose for the flag of New Jersey’s army regiments during the Revolutionary War. The state seal is featured on the flag. STATE ANIMAL - THE HORSE Michael McCarthy and his fifth grade class at Our Lady of Victories School in Harrington Park and James Sweetman, an eighth grader from Freehold, helped make the horse New Jersey’s state animal in 1977. The horse is included on the state seal. Horses were very important to farming. Today, people continue to raise horses in New Jersey. Racehorses are also very popular in New Jersey. STATE FRUIT - THE BLUEBERRY The blueberry, which was first cultivated in Whitesbog, became the official state fruit in 2004. In 2003, fourth graders at Veteran’s Memorial Elementary School in Brick campaigned to make the blueberry the official state fruit. The students had their idea introduced as legislation and conducted a lobbying campaign to see its passage, including media interviews, a letter and petition drive, presentations to local governing

bodies, and a trip to the state’s blueberry festival in Whitesbog. In addition, the classes traveled to Trenton to make presentations before Senate and Assembly Committees. Elizabeth Coleman White developed the nation’s first cultivated blueberry. STATE DANCE - SQUARE DANCE The Square Dance has been designated as the American Folk Dance of the State of New Jersey by Joint Resolution No. 1, 1983. geography-of-new-jersey0.gif

BERGEN COUNTY Bergen County is the most populous county of the state of New Jersey, United States. As of the 2010 United States Census, its population was 905,116.The county is part of the New York City Metropolitan Area. Its county seat is Hackensack.Bergen County ranked 16th among the highest-income counties in the United States in 2009 in terms of per-capita income,while simultaneously hosting an exceptional park system totaling nearly 9,000 acres.

At the time of first English contact, Bergen County was inhabited by Native American people, particularly the Lenape groups of the Tappan, Hackensack and Rumachenanck Today, some of the Ramapough Mountain Indians who reside in the northwest of the county trace their ancestry back to the Lenape and Munsee peoples. The area comprising today’s Bergen and Hudson counties was part of New Netherland, the 17th century North American colonial province of the Dutch Republic. It had been claimed after Henry Hudson (sailing for the Dutch East India Company) explored Newark Bay and anchored his ship at Weehawken Cove in 1609. The origin of the name of Bergen County is a matter of debate. It is believed that the County is named for one of the earliest settlements, Bergen, in the location of modern day Hudson County. However, the source of the name of the settlement is under wide debate. Several sources attribute the name to Bergen, Norway, while others attribute it to Bergen op Zoom in the Netherlands. Still others attribute it to the Dutch word meaning “hill” or “place of safety”.Some sources say that the name is derived from one of the earliest settlers of New Amsterdam (now New York City), Hans Hansen Bergen, a native of Norway, who arrived in New Netherlands in 1633. Initially, Bergen County

consisted of only the land between the Hudson and the Hackensack Rivers, extending north to the border between East Jersey and New York. [16] In January 1709, the boundaries were extended to include all of the current territory of Hudson County (formed in 1840) and portions of the current territory of Passaic County (formed in 1837). county_seal_n11458.gif

Bergen County is located at the northeastern corner of the state of New Jersey and is bordered by Rockland County, New York to the north; by Manhattan and the Bronx in New York City, as well as by Westchester County, New York, across the Hudson River to the east; and within New Jersey, by Hudson County as well as a small border with Essex County to the south, and by Passaic County to the west. The highest elevation is Bald Mountain near the New York state line in Mahwah, at 1,152 feet (351 m) above sea level. The lowest point is sea level, along the Hudson River, which in this region is more of a tidal estuary than a river.

MUNICIPALITIES 1 07401 2 3 07621 4 07603 5 07072 6 07010 7 07624 8 07626 9 07627 10 07628 11 07407 12 07073 13 07020 14 07630 15 07631 16 07632 17 07410 18 07022 19 07024

Allendale Boro Alpine Boro 07620 Bergenfield Boro Bogota Boro Carlstadt Boro Cliffside Park Boro Closter Boro Cresskill Boro Demarest Boro Dumont Boro Elmwood Park Boro East Rutherford Boro Edgewater Boro Emerson Boro Englewood City Englewood Cliffs Boro Fair Lawn Boro Fairview Boro Fort Lee Boro

20 07417 21 07026 22 07452 23 07601 24 07640 25 07604 26 07641 27 07642 28 07423 29 30 07643 31 32 07071 33 07430 34 07607 35 07432 36 07645 37 07074 38 07646 39 07031

Franklin Lakes Boro Garfield City Glen Rock Boro Hackensack City Harrington Park Boro Hasbrouck Heights Boro Haworth Boro Hillsdale Boro Hohokus Boro Leonia Boro 07605 Little Ferry Boro Lodi Boro 07644 Lyndhurst Twp. Mahwah Twp. Maywood Boro Midland Park Boro Montvale Boro Moonachie Boro New Milford Boro North Arlington Boro

40 07647 41 07648 42 07436 43 07675 44 07649 45 07650 46 07652 47 07656 48 07446 49 07657 50 07660 51 07450 52 07661 53 07656 54 07662 55 07647 56 07070 57 07663 58 07458

Northvale Boro Norwood Boro Oakland Boro Old Tappan Boro Oradell Boro Palisades Park Boro Paramus Boro Park Ridge Boro Ramsey Boro Ridgefield Boro Ridgefield Park Village Ridgewood Village River Edge Boro River Vale Twp. Rochelle Park Twp. Rockleigh Boro Rutherford Boro Saddle Brook Twp. Saddle River Boro

59 07606 60 07666 61 07670 62 07608 63 Boro 64 07463 65 07057 66 07676 67 07675 68 07677 69 07075 70 07481

South Hackensack Twp. Teaneck Twp. Tenafly Boro Teterboro Boro Upper Saddle River 07458 Waldwick Boro Wallington Boro Washington Twp. Westwood Boro Woodcliff Lake Boro Wood-Ridge Boro Wyckoff Twp.

QUESTION What do you think about New Jersey? What is your perception? After Jersey Shore, people’s perception has been changed drastically. Even media is giving New Jersey a bad reputation Is it possible to change an image of New Jersey by rebranding the state? There are so many interesting and beautiful places you can visitplaces themselves are products. How can you help the state to sell their products and turning them into tourist destinations?

published by jean shim

jean shim  

rebranding New Jersey

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