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Monday, July 25, 2005
When you read/hear the corporate gibberish the creators of the Toronto Unlimited "brand" are capable of, it's no surprise they turned out such piece of junk. According to this weekend's Star, Tourism Toronto CEO Bruce MacMillan even refers to the city's citizens as "humanware", as in, "Toronto's humanware is blossoming."
Yeah, but its brand stinks.
And it's not just the logo and the tagline; everything we've seen so far is lame. It doesn't reflect the character of this place. Watch the launch video. It's about as literal and flat as it gets ... and why did they hire a smoker to narrate it?
Some of the crap mentioned isn't even true: alternative sources of energy are no longer alternative? A large portion of our electricity is generated by coal ... COAL! Coal isn't alternative! But this brand isn't concerned with reality, to defend it from the negative reaction the creator's even concocted an urban legend claiming that the I <3 N Y logo was disliked when first unveiled and other fibs.
The issue is covered on this excellent blog and refuted with bafflegab on this one. The Who Designed It? post shows how corporate groupthink is dominant force in this affair. The other problem was that the city insisted that the brand evoke the waterfront, which is ridiculous because the city is not the waterfront (which is frozen solid and ignored for half the year).
Thumbs down.
1:30 AM
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