Toronto Unlimited - A New Logo?
It’s the new campaign to give our city a new image. An image that encompasses endless possibilities.
The main reason, is to pump up tourism. Which… makes sense. I have no problems with the campaign itself. The ideas sounds great and I believe we really do have a lot to offer. In essense, we do need some moral boost.
But… the amount of money spent for the entire campaign…
“A total of $4 million was invested in the project to cover consumer research, brand development and the launch of marketing efforts. The initial investment of $2 million from Tourism Toronto’s Destination Marketing Fee was combined with contributions of $1 million from the Province of Ontario, $500,000 from the Federal Government and $500,000 from the Toronto City Summit Alliance’s corporate partners.” (Read more from the municipal, government site).
$4 million dollars? And THAT’S the logo they came up with? That’s it?
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I can’t say I’m overly impressed with that logo. However, I’m not too surprised to hear that it cost $4M for something that could have been created in 2 hours (after mucho consultation).
The explanatory text at Toronto Limited says this:
“We created the new Toronto logo by starting with the Toronto Story as our inspiration.
The symbol of the logo was designed by bringing together the two letters of Toronto
They should have just taken some of David Miller’s “high risk youth” from R.E.A.C.H. (Real Employment for Achieving Community Health Youth Initiative), since he has made an “appeal to Toronto businesses and organizations to hire high-risk youth”, he could have just had them sit behind a computer, do something productive and see what they churned out, instead of spending this sort of cash just to develop one graphic. Would it be appropriate to quote Monty Python on this site and say “I fart in your general direction.”?
cranberry - i so agree.