Four years after the illuminated "TORONTO" sign was installed in Nathan Phillips Square in front of Toronto City Hall for the Pan Am Games, it remains as popular as ever. Over 122 million social media impressions were tracked for the Toronto Sign within its first six months, and this led to the City extending the installation with upgrades that made it somewhat more robust. Despite the fixes, the letters are again showing wear and tear from years of more love than was initially expected, and in response the City of Toronto will be issuing a Request for Proposal (RFP) next week as a first step in securing a replacement sign specifically designed to stand the test of time. 

TORONTO sign in Nathan Phillips Square, 2018, image by Jack Landau

Previous plans to maintain the existing installation with regular repairs and enhancements are now being passed over in favour of a new sign, expected to reduce overall costs in the long run. The new sign is planned to be a full replica of the original, set to be installed by the end of 2019. Constructed with waterproof material, the new sign will be easier to clean and maintain, while other new features like augmented lighting capacity will help to support public engagement and interaction. Paid for by the City using reserve funding, the project will involve the design, construction and installation of the new sign, removal of the existing sign, production and installation of vinyl wraps, and maintenance over a three-year period. 

"I don't think anyone could imagine Nathan Phillips Square without the Toronto Sign now" reads a statement from Mayor John Tory. "The sign may have started as a temporary fixture but it has become a Toronto icon, beloved by residents and tourists alike. I'm confident the new and improved sign will continue to be a great attraction in the heart of our city that helps us recognize our major victories, significant days of citywide importance, and even moments of tragedy."