In 2004, Tourism Toronto, the City of Toronto, the Ontario Ministry of Tourism and Recreation, and the Toronto City Summit Alliance, established the Toronto Branding Project. The goal was to create a single Toronto brand and to develop a fresh new way of communicating the city’s strong and dynamic identity to the rest of the world. This is part of a larger unified effort to define and promote Toronto's distinct identity and raise our profile as a major global tourist and business destination.

The Toronto brand was developed by looking at the city from the inside-out as well as the outside-in. We did extensive research among target markets in the United States, United Kingdom and Canada and spoke with Torontonians, marketing experts and local community leaders. All of this in an effort to best tell the Toronto Story.

One thing that’s been made perfectly clear throughout this whole process is that this is a city filled with people who passionately believe in Toronto. We’re very proud of the results of this branding effort and hope that every Torontonian will feel just the same.

Sincerely,