Communications Strategist
Course: Copywriting and Layout - 4.
Type of Assignment: Group presentation.
My Role: Being brainstorming for the new logo (with the team) and creating the big idea for the campaign (with the team), making the presentation in Microsoft PowerPoint (solo).
Brief: From its creation in 1953, the TTC (Toronto Transit Commission) logo has not changed dramatically. The purpose of the assignment is to rebrand TTC by creating a new logo and a campaign for the launch of the new logo. The campaign consists of two different mediums: Non-Traditional OOH and digital screens located in Toronto subway stations.
To begin with the general look and feel, we did not want to go too much further than the old logo since TTC's logo is so iconic and has not changed for 66 years. With this in mind, we kept the shell and the bold, red line underneath.
After the first design presented to the client (the professor and classmates in the course), we received some feedback on the logo, which was:
- It seems like "TC" instead of "TTC".
- The logo might remind people of "TFC" which is the Toronto Football Club.
To solve these problems, we came up with three creative solutions:
1) Made both T's more individual, by adding a little tail at the end and in the beginning.
2) Got rid of the association with TFC, by making the C's top bar over the second T.
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3) Differentiated the T's from the C, by thickening the stroke of both T's.
We also applied a grid system to our logo in order to create a pleasing geometric harmony using a mathematical approach.
Primary Font: Futura Medium
Extended Font: DinOT Light/Regular/Medium/Bold
Primary Colour Palette:
Campaign Objective: To increase interest in the new TTC logo by mentioning one of the essential characteristics of Toronto: Multiculturalism through various neighbourhoods.
Main Message: To those who live in or visit Toronto, TTC can take you to every neighbourhood in the city.