Most cities have tag lines, aliases, sobriquets, slogans, monikers or nicknames that they use to advertise themselves. These slogans can play an important role in urban branding.
There are some iconic ones, like New York City’s “The Big Apple.”
Some other great ones include:
- Philadelphia – “The City of Brotherly Love”
- Chicago – “The Windy City”
- Boston – “Beantown”
- Los Angeles – “City of Angels”
- Denver – “Mile High City”
- New Orleans – “The Big Easy”
- Las Vegas – “Sin City”
- Detroit – “The Motor City”
- Seattle – “The Emerald City”
- Portland – “The City of Roses”
And, of course, I have to honor the host city of the 2024 Olympics — Paris, “The City of Love.”
What makes a great nickname or slogan for a city?
Whether the nickname expresses the character, affinity, style, and personality of the city; whether it tells a story in a clever, fun, and memorable way; and whether it inspires you to visit there, live there, or learn more.
City nicknames can help establish a civic identity, help outsiders recognize a community, attract people to a community, promote civic pride, and build community unity. Nicknames and slogans that successfully create a new community image are also believed to have economic value.
On a recent trip I spent a couple of days in a city with the nickname of “Charm City.” What city in the United States do you think has that as its nickname, moniker, and slogan?
The answer honestly surprised me, even shocked me.
The answer is Baltimore, Maryland. For the last 50 years it has been known as Charm City, or at least it has marketed itself as Charm City. I grew up on the East Coast and I frankly had never thought of Baltimore as Charm City.
My curiosity got me to do some research into how Baltimore came to have this moniker.
Prior to 1974 Baltimore has had 11 monikers during its history, including:
- America’s Comeback City
- Bodymore, Murdaland
- The City of Firsts
- The City That Reads
- Crab Cake Capital of the World
- The Greatest City in America
- Harm City
- Clipper City
- Mobtown
- Monumental City
- Birthplace of The Star-Spangled Banner
Some of these nicknames are positive, while others not complementary, even derisive. These nicknames have come and gone.
Baltimore adopted the slogan “Charm City” in the early 1970s. The story behind this nickname is quite interesting:
In 1974, with trash collector and police strikes stirring unrest, public morale in Baltimore was down in the dumps. Then-mayor William Donald Schaefer had big ideas for the city, but he wanted to drum up the city’s image in the meantime.
So, he asked four leaders of the city’s largest ad agencies to create a tourism campaign. One of them, copywriter Bill Evans, thought that “Baltimore has more history and unspoiled charm tucked away in quiet corners than most American cities out in the spotlight.”
They decided to work the “charm” angle by encouraging visitors to pick up a charm bracelet when they came to Baltimore; visitors could then receive charms at each of the highlighted attractions they visited.
According to the late Evans, in a 2001 letter to The Baltimore Sun, “It gave Baltimore a sense of pride in being characterized as something as simple (and powerful) as being ‘nice.’ “Charm City” captures much of the friendly, colorful, “How’s it goin’, hon?” attitude of the people of Baltimore in a simple phrase.”
Today Baltimore has much to be proud of and much to attract visitors and residents. The Inner Harbor is spectacular;
Camden Yards is so inviting; other attractions include the Maryland Science Center, the Baltimore Convention Center, the National Aquarium, the Baltimore Museum of Industry, John Hopkins University, and it is the home of authors Edgar Allen Poe and H.L. Mencken.
More important than these is the charm that the city’s numerous and varied neighborhoods exude, and the natural friendliness of its residents.
Bottom line. City slogans and nicknames have evolved over time and can play an important role in urban branding. The slogans can have significance and impact.
Some slogans and nicknames are more powerful than others. Baltimore stands as a good example of how a renaming of its moniker had positive outcomes in revitalizing the city’s image.
Charm City – Baltimore, Maryland.
Albert Lea Mn. Land between the lakes
Of all the large cities visited (been to ALL 50 US States and 10 Canadian Provinces) the one that stands out as our very least favorite turns out to have the moniker Charm City! Whoda thunk!
Other than it’s history, the Inner Harbour which is indeed interesting and the National Aquarium (best, we’ve ever visited, yes better than the Shedd) we could not get out of town fast enough. In no other City did we feel so unsafe, narrowly escaping a daylite mugging en route from the Baltimore Museum of Art.
Speaking of monikers the truckers have a few descriptive ones like Shy-Town, Shaky-Town, Flag-town that I find even more descriptive than their official ones. In fact for Baltimore I’d have chosen one of the older ones you mentioned rather than “Charm”. As a Canadian, my sobriquet has been “Earl Eh!” as a discernment from Y’All friends south of the 49th. My staff called me that and I used the name The Amazing Mr Eh! in the days I performed as an amateur magician eh!!