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With Gottschalk+Ash International taking the reins on the design of the proposal, the over-arching theme of the creative was celebration, energy and vitality. Though the Toronto bid tended more towards the crisp modern aesthetic of the Montreal ’76 olympics (leaving behind the ‘jazziness’ of Calgary’s outputs in ’88) it did commit one cardinal sin of design: a prime mark–a glyph used exclusively for denoting the (non-metric) inches and feet units of measurement–instead of a leading apostrophe in the abbreviated 96 of the logo.