Toronto Unlimited Logo
May 7th, 2010
Design: Brand Architecture International and TBWA\Toronto
Client: City of Toronto / Tourism Toronto
Date: 2005
Launched on June 23, 2005 amid controversy and criticism, the Toronto Unlimited logo seems to have retreated from its initial push. Put out there to represent Toronto and its limitless possibilities, it seems more like a generic logo to punctuate tourism campaigns in other locations. I personally fail to see how this little drop graphic represents the incredible diversity and possibility that is our fair Hogtown. I still wonder about the undeniably similar Bahamas campaign, which apparently came first. Coincidence? Or does it even matter at this point?
Click here for more information on Toronto Unlimited.
-Hannah Wise
4 Comments Add your own
1. Michael | May 7th, 2010 at 16:05
The Bahamas is still using the similar campaign as evidenced in a TTC streetcar wrap I saw a few weeks ago. Oh the irony!
2. rek | May 10th, 2010 at 09:35
Absolutely terrible logo, and the campaign associated with it would get you a failing grade in school
3. Michele Champagne | May 31st, 2010 at 12:35
The identity was the result of an intense “democratic” design process, where public participation was really intensified. Too many public workshops. Too many focus groups. Too many online surveys. Too much was too much. The designers probably struggled with this. But government requires it and agency front men go along with it to win contracts.
Also reminds me of Tibor Kalman’s “Fuck Committees” piece. I made a few edits to recontextualize it, with (edits in brackets). You get the picture.
“It’s about the struggle between individuals with jagged passion in their work and today’s faceless (government) committees, which claim to understand the needs of (all citizens), and are removing the idiosyncrasies, polishing the jags, creating a thought-free, passion-free, cultural mush that will not be hated nor loved by anyone. By now, virtually all media, architecture, product and graphic design have been freed from ideas, individual passion, and have been relegated to a role of (government) servitude, carrying out (democratic) strategies and increasing (public approval ratings).”
4. Ben Moogk | August 31st, 2010 at 13:09
My objection is how crude the design is. The “r” is too long. The “o’s” are too small. The execution is so bad I wonder what drama caused this disaster.
It does seem very like the Ontario Place logotype.
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