Thursday, July 07, 2005

Brand vs. Logo vs. Advertising

A brand is NOT a logo, not a tagline, and not an advertising campaign. These are expressions of a brand. But a brand is far more complex, profound, and meaningful than any one of these expressions. The Toronto Branding Project went through a comprehensive exercise with brand stakeholders and its citizens to discover, define, and express the true DNA of the brand Toronto.

Its most visible expresion, the new logo and the Toronto Unlimited signature line, are only the early steps of a brand committed to deliver on its promise. A brand that is proud and confident without arrogance, and one that is setting the pace for the way cities around the world are trying to be.


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