New Logo for the City of Toronto

 The Strategic Policies and Priorities Committee recommends that: (1)Design Proposal "C" be selected as the Logo of the new City of Toronto; and

 (2)City staff look at the possibility of a clearer definition of the "T" in Design Proposal "C".

 The Strategic Policies and Priorities Committee submits the following report (April 24, 1998) from the Chief Administrative Officer:

 Purpose:

 To propose the adoption of a new logo for the City of Toronto.

 Financial Implications:

 The new logo will be applied upon the consumption of existing supplies and acquisition or replacement of existing equipment. No extraordinary costs will be incurred.

 Recommendations:

 That the Strategic Policies and Priorities Committee recommend one of the three proposed logos to City Council.

 Background:

 In 1997 a word mark was developed for the use of the Transition Team and the new City, until a final logo proposal could be considered. This is the word mark in current use. Since the fall of 1997, there has been an extensive process of consultation with citizens (through two focus groups), design professionals external to the City, the Chairs of the Community Councils and the Mayor, to develop three proposals for City Council=s consideration.

 Comments:

 Through this process of selection of designs for consideration, the creative design staff of the former municipalities developed approximately sixty designs. Two of the proposed designs are new and the third is essentially the logo of the former City of Toronto, with minor modification. The latter design is included since there has been expressed opinion that it is an effective, modern logo.

 All three logos include a representation of the City Hall. Other designs that did not include City Hall were considered. It is the conclusion of those reviewing the designs, that given City Council=s decision regarding the location of the seat of government and the recognized symbolism of the building, its inclusion in the final design is desirable.

 The adoption of a logo for a municipality is a complex matter. Not only must a logo work in a variety of media and situations, is also part of a much larger strategy for corporate recognition through a visual identity program carried throughout the whole organization. Other logos may be developed as a sub-set of the corporate logo for use in particular programs, strategies, or for other purposes, but they should form part of an integrated visual identity program. To this end, staff will bring back to City Council a Visual Identity Program which will establish policy for the use of the City=s new corporate symbols.

 Conclusion:

 Each of the logos presented for consideration and selection portray the City as a modern, progressive city, and any selection will effectively function well in a Visual Identity Program.

 Contact Name:

 Doug Reid, 392-8937 or Syd Baxter, 392-3769.

(Copies of logos mentioned in the foregoing report are on file in the office of the City Clerk.)