Toronto Could Use Some Rebranding

Toronto Could Use Some Rebranding

So Azure asked communication design studio Aftermodern.lab to give the city a post-Ford refresh.


The logotype is a system of core elements. Anthony Campea and Trevor Embury chose the Galaxie Polaris typeface for its sophisticated yet unbiased look, perfectly suited to usher in a new Toronto and say so long to the big smoke.


Four colours connect to the changing seasons, with blue reflecting Lake Ontario’s icy waters in winter, and green for the lake’s summer hue. Spring flowers in High Park and autumn leaves in the Don Valley are alluded to in yellow and orange.


Even while generic condos keep rising, Toronto’s best asset remains its cultural diversity and distinctive neighbourhoods. The icon is formed by the city itself, pulled from 19th-century maps and the present boundaries. Drawing planes between the two, Aftermodern.lab created a morphing image to represent the city’s continual evolution and forward motion.


The unfolding form is ideal for a 3-D format. Realized as a sculpture, the graphic becomes a tangible part of the environment, one that could be tailored to different locations. Rendered here to look like steel, it could mark meeting points outside subway stations or at City Hall; in a kid-friendly material, it becomes climbing equipment at Cherry Beach Playground.


The multi-point icon works on a variety of scales, from something large like an official flag to a smart phone app that puts the identity right into people’s hands.  ­

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