I have been thinking a lot about city branding lately. It’s a topic I’m interested in to begin with, and all of the Blue Jays mania going on in Toronto right now has got thinking about our own brand.
Because at the end of the day, yes, it’s baseball. But it’s also something much larger. It’s about civic and national pride, and it’s about who we are as a city. That’s why city branding has become a global industry and why it’s so closely connected to tourism, media, sports, and entertainment.
Still, great city branding is incredibly difficult to do. Lots of cities have tried and lots of cities – from Adelaide to Toronto – have failed. Anyone remember the “Toronto Unlimited” brand of the mid-2000′s? It had absolutely zero stickiness.
I have been thinking a lot about city branding lately. It’s a topic I’m interested in to begin with, and all of the Blue Jays mania going on in Toronto right now has got thinking about our own brand.
Because at the end of the day, yes, it’s baseball. But it’s also something much larger. It’s about civic and national pride, and it’s about who we are as a city. That’s why city branding has become a global industry and why it’s so closely connected to tourism, media, sports, and entertainment.
Still, great city branding is incredibly difficult to do. Lots of cities have tried and lots of cities – from Adelaide to Toronto – have failed. Anyone remember the “Toronto Unlimited” brand of the mid-2000′s? It had absolutely zero stickiness.
But in reality, cities are brand building all the time whether they realize it or not. Here in Toronto, our biggest brand builder right now is probably
. In addition to their day jobs, these people are helping to shape the identity of the city.
What, then, is professional city branding supposed to do?
Well, in my opinion, it is their job to mine a city for the things that already exist. A city brand, no matter how great it may be, cannot be expected to create something from nothing. There has to be something there to begin with.
But once you identify that something, a great city brand can tie it all together; create a cohesive and collective identity; and serve as a guide for future decision making. And when that’s done effectively, you actually begin to enhance the things that you initially started out with. The associations become even more powerful.
So today I thought we could have a discussion in the comments about city brands. How would you describe the brand of your city in one sentence?
For me, I would describe Toronto along the lines of being the most livable and multicultural 24/7 global city. And when you think of it this way, you can probably see why I think a 2AM last call at the bar is laughable.
I have a new mission for this summer: To explore more of Toronto’s ravines.
Last week I had a fascinating conversation with Steve Heuchert of the Toronto and Region Conservation Authority (TRCA). Most developers in this city would probably cringe when they hear those words. Because often when the TRCA gets involved it means your project is about to get more complicated.
But if you take a step back and look at the larger city building equation, our ravines are a remarkable and unique feature of the Toronto area landscape.
And unless you live near one or are fortunate enough to have a home that backs onto one, I suspect that for many of us this city’s ravines are a somewhat forgotten layer of the urban fabric. We drive by them. We pass through them on the subway. But they don’t really register in the way that they should.
And so if you think about it, our ravines actually share many similarities with our laneways (alleys). We know they exist, but we could be doing a lot more to truly celebrate and integrate them into the rest of the city. They are missed opportunities.
The challenge with our ravines though is finding the right balance between preservation and increased usage. But this isn’t something that a great landscape architect couldn’t help solve.
So today’s thoughts are: How do we increase ravine awareness? How do we improve access and expand their uses? How might we craft our ravines to become an interconnected open, green, and cultural network within the city? And how do we better position the ravines as part of Toronto’s overall city brand?
If you’re interested in this topic, check out this talk that Steve Heuchert did last year. It was part of an event that Megan Torza of DTAH organized called RavinePortal.
But in reality, cities are brand building all the time whether they realize it or not. Here in Toronto, our biggest brand builder right now is probably
. In addition to their day jobs, these people are helping to shape the identity of the city.
What, then, is professional city branding supposed to do?
Well, in my opinion, it is their job to mine a city for the things that already exist. A city brand, no matter how great it may be, cannot be expected to create something from nothing. There has to be something there to begin with.
But once you identify that something, a great city brand can tie it all together; create a cohesive and collective identity; and serve as a guide for future decision making. And when that’s done effectively, you actually begin to enhance the things that you initially started out with. The associations become even more powerful.
So today I thought we could have a discussion in the comments about city brands. How would you describe the brand of your city in one sentence?
For me, I would describe Toronto along the lines of being the most livable and multicultural 24/7 global city. And when you think of it this way, you can probably see why I think a 2AM last call at the bar is laughable.
I have a new mission for this summer: To explore more of Toronto’s ravines.
Last week I had a fascinating conversation with Steve Heuchert of the Toronto and Region Conservation Authority (TRCA). Most developers in this city would probably cringe when they hear those words. Because often when the TRCA gets involved it means your project is about to get more complicated.
But if you take a step back and look at the larger city building equation, our ravines are a remarkable and unique feature of the Toronto area landscape.
And unless you live near one or are fortunate enough to have a home that backs onto one, I suspect that for many of us this city’s ravines are a somewhat forgotten layer of the urban fabric. We drive by them. We pass through them on the subway. But they don’t really register in the way that they should.
And so if you think about it, our ravines actually share many similarities with our laneways (alleys). We know they exist, but we could be doing a lot more to truly celebrate and integrate them into the rest of the city. They are missed opportunities.
The challenge with our ravines though is finding the right balance between preservation and increased usage. But this isn’t something that a great landscape architect couldn’t help solve.
So today’s thoughts are: How do we increase ravine awareness? How do we improve access and expand their uses? How might we craft our ravines to become an interconnected open, green, and cultural network within the city? And how do we better position the ravines as part of Toronto’s overall city brand?
If you’re interested in this topic, check out this talk that Steve Heuchert did last year. It was part of an event that Megan Torza of DTAH organized called RavinePortal.
