Re: Toronto Unlimited in Time Out New York
Here are some responses to it from the Star (the last one is amusing/sad). They're pretty much all negative. Can't disagree with a lot of them.
Voices: Toronto rebranded
We asked what you think of the City of Toronto's new "Toronto unlimited" logo and ad campaign? (See examples at torontounlimited.ca). Here's what you had to say:
The logo needs to be more optimistic, and less sterile - it is a bit too bland and needs to radiate what Toronto is. Toronto is culture, opportunity for business and for growth, and most importantly Toronto is a warm city alive in every way.
Ben Rodriguez, Markham, June 24
I think the Toronto Unlimited Logo is not worth $1,000, let alone the kind of money spent to design. For that kind of money an entire brand identity and communication strategy should have been developed. Misguided political decisions such as these assume an identity can increase tourism, rather than beautiful architecture, art and culture which are sorely lacking in TO.
Mark Pajot, Thornhill, June 24
I was disappointed by the new logo and slogan. Both are so simplistic and generic that they could be applied to anything. The result looks more like the product of a $400 effort than $4,000,000. Sorry - back to the drawing board, please.
Dave Vellekoop, Toronto, June 24
Typical. Corporate, cold, dull, and pretentious. Doesn't do anything for me. Sounds like a business that imports paper products.
Bill MacKenzie, Toronto, June 24
When I opened page A3 I was curious as to why there were huge pictures of what looked like sperm and maybe an IUD device on the page. I thought the article might be about new technology in birth control, so I examined it a little further. Much to my dismay I found these images to be part of a new $4 million campaign to boost tourism in the city of Toronto. Exactly how much did the city pay "consultants" to come up with these logos that can have such a powerful association to a casual reader?
Kathryn Kaiser, Brantford, June 24
Toronto Unlimited? Sounds like a company name to me. And why was $4M of taxpayer funds spent to create this? I could have come up with that in a minute for free!
Peter Choi, Vaughan, June 24
It's OK, I suppose. No embarrassment, but nothing very exciting either. Seems kind of safe and middle of the road, much like the city itself. Maybe one day we'll realize it's OK to express some pizzazz and exuberance. One can only hope.
Larry Blitz, Toronto, June 24
I find it to be a little boring (as slogans go)...We should be able to come up with something more interesting, creative or at least clever. This slogan may as well be "Toronto The Boring"...we have a great city and this slogan just doesn't cut it. But if all these focus & research groups love it; then I must be wrong.
Lem Nowell, Toronto, June 24
So, Toronto, one of the most multicultural cities in the world, is now limited to look like a cold, faceless, uninviting bank or other corporation. As a former advertising/promotion executive I give this approach an F-minus and I recommend that it be stopped immediately.
Adrian Harvey, Toronto, June 24
I love Toronto. I have been there more than a dozen times. But I don't really care for the new logo and campaign. As a graphic designer, I think the logo and typeface looks like it came from the 70's. I'm kinda sad, since I want people to experience and fall in love with Toronto like I have. I don't see this getting anyone too excited.
Brent Frey, York, PA, June 24
I don't like the ad. I think it looks very juvenile and reinforces the fact that Toronto is not a world-class city.
Natalie Reeves, Toronto, June 24