Toronto Fire Services - Emblem and Name

The Emergency and Protective Services Committee recommends the adoption of the report (March 3, 1998) from the Fire Chief, subject to deleting Recommendation No. (2) and inserting in lieu thereof the following new recommendation:

 A(2)that the proposed design for the emblem of Toronto Fire Services be modified in order to incorporate a silhouette of New City Hall.@

The Emergency and Protective Services Committee submits the following report (March 3, 1998) from the Fire Chief:

Purpose:

 To present, for approval, the new official name as the AToronto Fire Services@ and the new emblem to be used as identification on uniforms, vehicles, equipment and other areas as required.

Financial Implications:

 - 6 embroidered crests for each Member to change Tunic, Parka and Jacket$20,000.00

- 1998 Uniform needsfor embroidered crests35,000.00

- 1999 Uniform needsfor embroidered crests45,000.00

The total required is:$ 100,000.00

This is $80,000.00 related to 1998 and 1999 uniform costs as required in the Firefighters= Collective Agreement and $20,000.00 related transition costs for change in identity.

 Recommendations:

 It is recommended that:

(1)the official name be AToronto Fire Services@ and that this name be used on all appropriate areas such as letterhead and business cards;

(2)the attached design be approved as the emblem of Toronto Fire Services;

(3)this emblem be used as an embroidered or silk screened crest as required for uniform items issued to staff members; and

(4)this emblem be reproduced on items which may be sold for profit to help support the Education Centre and new public education efforts.

Background:

As part of the fire department amalgamation process, we considered there should be confirmation of an official name and we require a new crest to be used on uniforms, vehicles and other areas. This process will help in the unification of identity throughout the new City and will assist the unification of staff members, which is very important for a group that must operate as a team under emergency conditions.

The selection process started in November 1997. As part of my first video newsletter, I asked staff to forward designs for a new crest and suggestions for a name to be used by the new department. This request resulted in over 100 design submissions and several possibilities for the official name.

Early in February 1998 a committee of 14 members, two from each of the former fire departments and two representing the Firefighters= Association, was formed. This committee met with a facilitator to review the submission for both the crest and the name. Their task was to come to consensus on a name and crest design using submissions received. We consider the final decision of this committee was reached through true consensus. All members were encouraged to participate fully and no single idea was allowed to dominate.

To illustrate this consensus we think it is important to point out the final design is not from any one submission. The committee used major elements of designs submitted by Firefighter William Evans, of the former City of North York, and retired Firefighter Alex Zubatiuk, of the former City of Scarborough. These elements were put together with two smaller elements which were used in many submissions. Both gentlemen were contacted to confirm their agreement with this use of their designs. The committee also reviewed names that were submitted and those names that were included in the crest designs.

New Crest

The attached reproduction of the crest incorporated symbols used by the fire service world-wide and incorporates images unique to Canada and Toronto.

The main shape of the crest is the red stylized Maltese Cross outlined in gold. The Maltese Cross has been used as a symbol of the fire services since the first organized fire brigades. The cross is superimposed with the City name at the top and the word fire at the bottom in white. The right arm of the cross is superimposed with a ladder and pike pole which are two identifiable tools of the fire service. The left arm is superimposed with the staff and serpent representing our involvement in emergency medical response.

At the centre of the cross is a circle with a red maple leaf representing Canada, the distinctive Toronto skyline with the Skydome and the C.N. Tower. The six blue lines in the foreground represent Lake Ontario and the six fire departments that have come together to form the new Toronto Fire Services. The sky is black to better silhouette the skyline.

The AEST. 1998@ has been placed within a banner shape at the bottom of the circle and extends into the cross to represent a tying together. This banner shape will also be used under the crest in some application with an appropriate slogan or motto.

Name

The name the committee selected is AToronto Fire Services@. We consider this to be appropriate as it represents all divisions. The name has been kept short and simple to improve impact on letterhead and other uses.

Conclusions:

We consider the new crest and name will represent us well, as we move together as a unified fire service for the City of Toronto.

Contact Name:

Alan Speed, 397-4300.

(A copy of the proposed design for the emblem referred to in the foregoing report was forwarded to all Members of Council with the Agenda of the Emergency and Protective Services Committee meeting of March 24 and 25, 1998, and a copy thereof is on file in the office of the City Clerk.)