TASK

Create a complete branding program for Tourism Toronto with a unified look, feel and identity to convey Toronto’s strong brand story and clarity of message pulls all the breadth and diversity of Toronto’s experiences into a single, memorable and meaningful idea so that Toronto stands out.

PROCESS

The Brand is formed by three core principals:

“CANADA’S DOWNTOWN”: Where the excitement is, Best of Modern Canada, Your Canadian Experience Starts Here

LOGO DESIGN

Tourism Toronto needed an eye-catching logo that was unmistakably “Toronto.” And the design team found the inspiration in the subway. Our distinctive font was first etched into the tiles of the Toronto subway in 1954. The “Subway” font represents Toronto’s originality, innovation and artistry. The design element underlining the “TO” adds expression and character, while bold, classic colour in the splash of red signifies our strong Canadian identity, and makes a nod to Toronto’s local nickname.

USER INTERFACE DESIGN

Efficiently simplifying Navigation: The objective of the interface was to keep the site clean and simple to reflect the bold and colourful content.