Wildwood Crest Wants You to Know It’s Not Wildwood

Someone might be a little embarrassed by its rowdy neighbors to the north.
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Wildwood Crest might be a little embarrassed by its northern neighbors on the Jersey Shore.

Or, at the very least, the borough doesn’t want the reputation of North Wildwood and Wildwood to rub off. That’s the plan behind a new logo and slogan for Wildwood Crest, which seems to de-emphasize the “Wildwood” part of the name. The Press of Atlantic City reports residents at a town meeting unveiling the new logo gave it a mixed reaction. (“What does the C stand for?” one man later asked.)

Wildwood Crest, a borough of about 3,200 people in Cape May County, is distinct from its northern neighbors. Unlike North Wildwood and Wildwood, there is no boardwalk. Alcohol sales are prohibited. It’s quieter. People don’t rent houses for Senior Week in Wildwood Crest.

Per the Press, the borough is paying Philadelphia’s Finch Brands $25,000 to develop the new logo and slogan, “It’s better in the Crest.” (I suppose “It’s best in the Crest” would have been a little too boastful.) Residents told the paper they liked the slogan but didn’t like the logo, which is meant to evoke the sunrise over the Ocean and the sunset over the appropriately-named Sunset Lake.

De-emphasizing “Wildwood” from the name makes some sense: People already call it “the Crest” and, yeah, it’s much different than Wildwood and North Wildwood. (The Crest’s beaches are, if such a thing is possible, even longer — they are 1,500 feet at low tide in some places.)

The logo will replace the seal of Wildwood Crest, which features an image of the brigantine Nancy.

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