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A Better Toronto Slogan: The World in One City

One by one, we’re revealing the finalists for our better Toronto slogan competition, complete with mock tourism posters. Vote for your favourite starting October 6.
World-In-One-City2_640.jpg
NAME: Toronto: The World in One City
SUBMITTED BY: Jim Van Meggelen—and, in various forms, by more than two dozen other people as well.
PHOTOGRAPHED BY: Susan Kordalewski/Torontoist
POSTER DESIGNED BY: Marc Lostracco/Torontoist
JUDGES’ COMMENTS: “It’s strong and powerful—which is hard for something so all-encompassing—and it’s got a rhythm to it. It says ‘diversity,’ but it also says more than that.” “Succinct and to-the-point, this slogan sums up what a great deal of Torontonians really do feel about their city.”

Comments

  • http://www.joshuahind.wordpress.com Josh Hind

    Shouldn’t these posters have something to do with the slogan they’re supporting? But including this monolith bit of text art featuring the names of Toronto neighbourhoods, one might assume the slogan is “Toronto, a city looming ominously above a city.”
    Or at best, as the world does not feature anywhere in the piece, we might conclude that the slogan should be “Toronto, the City in one City”.

  • http://undefined ulf-dieter messerschmidt

    way too literal. that reads like the strategy for deriving a slogan, not the slogan itself. there is absolutely no magic or poetry. “people city”, “city of trees” “the city within a park” at least these gives a hint of magic. the people of toronto have this strange idea that there’s is the only city in the world that has a bunch of people from all over in it. there’s is nothing distinct about a city that has a cosmopolitan flavour. in fact it is the norm. “the world in one city” is barely a step above something like “work, shop, live” my goodness i trust there are better on the way.

  • http://bit.ly/accozzaglia accozzaglia

    The posters are a concept by Marc Lostracco. I’m less critical of those generally, since the purpose for doing so is to show a proof of concept for the sloganeering of our city.
    At this point, this candidate is better than the shopping and hugs-and-kisses candidates, but none is a total win.

  • http://bit.ly/accozzaglia accozzaglia

    I’m not sure Toronto needs a slogan. Most slogans for most cities (that even bother with slogans) tend to fail. I♥NY was an anomaly.
    Had I entered this Torontoist contest (I deliberately chose not to), the candidate I would have submitted would have been was:
    “Gather here.”
    Old school.

  • http://undefined davedave

    Is the long list of neighbourhoods supposed to convey “the world”?
    Because it doesn’t.
    Every city has neighbourhoods. Whoopee sh*t.
    The names of all the neighbourhoods is irrelevant to the rest of the world.
    The slogan is weak/generic/sleepy/obvious/boring.

  • http://bit.ly/accozzaglia accozzaglia

    Did you enter into their contest?

  • http://undefined davedave

    No.

  • http://bit.ly/accozzaglia accozzaglia

    You had my curiosity piqued. You seem more impassioned about these entrants than most.

  • http://undefined Marc Lostracco

    Yup, the posters are just meant to put something nice to look at with the slogan—the slogan is what’s being judged. I would have liked to have had a full marketing plan and a giant pool of imagery to choose from for all ten posters, but that ain’t gonna happen.
    Also note that the poster designs aren’t meant to look like actual tourism ads for each slogan, but rather something that could stand on its own as a Torontoey poster or postcard. [Shrug]

  • http://paul.kishimoto.name Paul Kishimoto

    I really like this one, though I agree about the unfortunate, apocalyptic-heat-death-of-the-sun poster.
    Maybe…a forest of scaled-down world landmarks (Eiffel Tower, O Cristo Redentor, Taipei 101, uh, something African, etc.) arranged below the CN Tower?

  • http://bit.ly/accozzaglia accozzaglia

    Wouldn’t that appear just a slight bit tokenizing?

  • http://undefined davedave

    Asking the general public to be creative rarely creates creative things.

  • http://undefined ulf-dieter messerschmidt

    if you were to run with idea of “the world in one city” the better visual representation would be to have an outline of the city’s boundary and inside that a mappa mund-ish map of the world. (or whatever style) i would assign the execution to schoolchildren, art students, whatever. i would charge them with the task of humanizing the idea ‘the world in one city’ ask them to improve upon it. say: “small world, big city’. and a cartoonish city busting at the seams with a cartoonish world map, the kind you see in roadside restaurants. whatever it is. the point being – as has been pointed out elsewhere – a list of neighbourhoods does not represent the world. and the drab skyline – although iconic – i don’t know, could we not explore a bit…

  • http://paul.kishimoto.name Paul Kishimoto

    That was my second idea; but the reason you and I are not graphic designers for Torontoist is we don’t know anything about the subject.

  • http://undefined rek

    I get the idea behind the slogan, but there’s nothing specific to Toronto about it, or otherwise inspiring.
    One I toyed with but never submitted (I figure it has to be in use somewhere) was “Expect The World”. Expect to find the world in Toronto, and expect the world to beat a path to our door.

  • http://www.torontoist.com David Topping

    We were considering asking just you, davedave, but that plan was dismissed because we were worried the ads might be too good. “Toronto: Whoopee sh*t,” etc.

  • http://bit.ly/accozzaglia accozzaglia

    You’re polite.

  • thelemur

    This is better than the previous one, slogan-wise, but it still doesn’t say much about Toronto. I’m not sure people visit just for the diversity – even though it does make the city a bit more interesting, there’s a sense that we’re trying to impress potential visitors by saying ‘We’ve even got an area that’s a bit like where you’re from’, which isn’t much of a selling point for Toronto qua Toronto.
    Also, that’s an impressive list of neighbourhoods but visitors aren’t going to set foot in most of them.

  • http://undefined ulf-dieter messerschmidt

    as an outsider, this concept and execution is uninviting. perhaps that is true about toronto. in that case this will win. but i thought this contest was about marketing and advertising. if its tourist dollars you are after a “we promise you the world” – a hyperbolic extension of the original idea – might work, as it does extend an invitation at least. but it is still a weak premise, as a position. it is not even a proposition. just kinda like, ‘hi, i’m here’. anyway, next!

  • http://undefined davedave

    DT
    Why are you singling me out? Why don’t you snark out on other people here who have crapped on the entries?

  • rek

    Wild guess: you tend to crap on everything here; everything you post is needlessly crass and overly critical, either of the article, its author, comments or commenters, or the subject of the article itself. There isn’t a single entry on your Recent Comments page that I would even consider neutral, let alone positive.
    Even with these slogan entries you aren’t content to just say you don’t like them: “This is garbage.”; “This is horrible, horrible, horrible cheese.”; “The least sh*tty of them so far…”, and so on.
    tl;dr — you’re kind of a dick, davedave, and he’s calling you on it.

  • http://undefined davedave

    Your comment is so AWESOME
    Thanks