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Smart New Designs for a Toronto Re-Branding

Excerpt from The Globe and Mail

Jan 11, 2014 5:00 pm

Skift Take

After months of embarrassing homegrown, downmarket political scandal that made the rest of the world rethink Canadian stereotypes the city of Toronto could do with a little freshening up.

— Jason Clampet

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Max Young

A design by Max Young of JWT Toronto for the Globe and Mail's rebranding campaign. Max Young


When The Globe and Mail went casting for ideas for how to improve Toronto in 2014, one in particular stood out: Change the City of Toronto’s logo, suggested Richard Sommer, dean of the John H. Daniels Faculty of Architecture, Landscape, and Design at the University of Toronto.

As an architect, Mr. Sommer dislikes the logo because it takes a building that is “aggressively three-dimensional and reduces it to a 2D profile. But it also takes a city that is richly diverse and reduces it to the seat of its politics. And with everything that’s been going on at city hall lately, maybe it’s time to rethink the symbol we want representing us.”

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