[Cache – #143]
“Is it true y’all have a crack smoking mayor?”
Toronto, this is your brand in New Orleans, Louisiana (and pretty much everywhere else), where a friend received this question.
And how better to turn around Toronto’s embarrassing brand than with a rebranding effort? This was the initiative floated by Canada’s newspaper of record, the Globe and Mail, when they asked several Toronto graphic designers to submit a new logo for the city.
Last week, eight logos were submitted. Here they are:
There is undeniably some great talent on display here. But: only one of the eight designers appears to have actually understood the assignment.
His name is Matt Webb, who submitted this:
Matt is the only one who understood that the assignment was impossible and ridiculous. Who understood that no logo will ever have even an infinitesimal impact on the way the world, or Toronto itself, views Toronto. Who understood, as a certain book says, that a brand is not a logo, but what people think of you.
And on that basis, he totally nailed it.
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Interview re Lance Armstrong’s brand (starts at 3:30, after the ad)
Buy the #1 Globe and Mail bestselling Brand: It Ain’t the Logo at Books for Business