I saw the TORONTO sign
The Toronto sign was created under the PanAm Host City Legacy Project fund
The sign costs approximately $60,000 to create and $30,000 to move and place in a new location
The sign weights a total of 9,207kg – 136kg per letter
Use the hashtag #share3DTO to tag your pictures when posting on social media
If you have ventured down to Nathan Phillips Square in the last several months, you will have noticed the addition of a 22 meter long Toronto Sign.
It’s a simple sign that changes colours, and glows at night, but has recently found itself as a new city landmark. Located in Nathan Phillips Square, on the north-west side of the reflecting pool, the sign is in perfect contrast with the concrete of City Hall to create a new iconic image of Toronto – one the doesn’t include the CN Tower.
The outer and inner sides of the sign highlight the different names associated with Toronto neighbourhoods, and include nicknames like T Dot, T.O, and the Six; the latter of which grew in popularity with the release of Drake’s fourth album ‘If You’re Reading This It’s Too Late’.
Why a Sign?
The Toronto sign was created as part of a legacy project under the Toronto Pan/Parapan Am Games Host City Showcase Program & Major Special Events Reserve Fund established by the City Manager[i]. The goal of the fund, whose total budget was approximately $15.428 million, was to use the PanAm Games as an opportunity to strengthen Toronto’s international reputation.
The Plan had four major components which consisted of a Public Celebration and Cultural Festival in Nathan Phillips Square, a Welcome and Engagement Program to enhance marketing and communication surrounding the Games, 16 smaller projects that included the PanAm Path, and the Youth Sport Incubator, and the freedom to invest in projects that support the recommendations of the report and receive approval by City Council.
Why Nathan Phillips Square?
Nathan Phillips Square is centrally located at the intersection of Bay and Queen Street, in the heart of the financial district and adjacent to Old City Hall. It was strategically chosen as the location for the Toronto sign due to its large capacity as an urban plaza and gathering space within the City. The square itself is part of the larger New City Hall complex designed by Viljio Revell in 1965[i], and includes a podium, a circular space ship like council chambers, two office towers of different heights, a peace garden, a reflecting pool and a theatre stage.[ii]
In placing the sign at such a prominent Toronto landmark, organizers were able to increase public awareness surrounding the PanAm Games, and in doing so, encourage engagement and support for the Games, while also providing an advertisement opportunity for partners and supporting organizations.
City Signs Around the World
Toronto is not the first city to use a sign that creates an iconic snapshot and an internationally recognized view. Some of the most recognizable signs include, The Love Sculpture in New York City, the 3D Guadalajara PanAm 2011 sign, IAmsterdam, and the infamous Hollywood sign in Los Angeles, California.
Visit Nathan Phillips Square and snap a pic with the sign. Use the associated hashtag #share3DTO when posting to Instagram, Facebook and Twitter, and help highlight and promote Toronto as a leader in culture and arts.
[i] City of Toronto. "3D TORONTO Sign in Nathan Phillips Square - Media - 2015 Pan Am and Parapan Am Games | City of Toronto." 3D TORONTO Sign in Nathan Phillips Square - Media - 2015 Pan Am and Parapan Am Games | City of Toronto. Web. 21 Mar. 2016.
[ii] City of Toronto. "Nathan Phillips Square - Background." Living in Toronto. City of Toronto. Web. 21 Mar. 2016.
[i] City Manager - City of Toronto. Toronto Pan/Parapan Am Games Host City Showcase Program & Major Special Event Reserve Fund. Rep. City of Toronto, 2013. Print.