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Toronto Hears The Real(?) Reaction To Rebrand Through Blogs

Advertising
Guy Brighton
  • 29 june 2005

A project to to create a single Toronto brand and to develop a fresh new way of communicating the city’s strong and dynamic identity to the rest of the world has been realised with the publication of a logo and a tag line.

However, after 13 months, 250 interviews, 4,500 contributions from Torontonians and 14 focus groups in 3 countries; several blogs have quickly popped up to criticise the final outcome. Graphic designers and members of the public have slated the logo. Maybe the Toronto brand team should have used the web as a sounding board for the branding designs. Would you have?


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