Branada

a visual excursion into the relations between corporations and a nation, collecting ghost logos and brands. When in doubt, put a maple leaf on it. Beaver-in-Chief: Ace Billet

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Toronto 2008, the Olympics that didn’t happen

January 2000. Safe from Y2K, Toronto started plans to host the 2008 Olympics. The city ended up as one of the five short listers, but came home without any medals. Mayor Mel Lastman won the gold for derogatory comments, talking about Mombasa, Kenya.

Hundreds of thousands of dollars were probably spent on the bid; between lubricating committees, hosting press conferences and color copies, who knows?

Some of the money did go for a good cause. Like producing a lovely set of Matryoshka dolls (AKA Russian Dolls / Babushkas). The wood carved dolls bear the logo of each Olympic games, with Toronto 2008 being the mommy of them all, ending in baby Russia (Moscow 1980). Will Toronto ever host the Olympic games? Why did they choose Russian dolls? Я не знаю!

Bonus round: Very rugged Toronto ‘96 sticker!

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I ♥ You, York

Before the Amalgamation of Toronto in 1998, each municipality of The 6ix had its own city hall. Here’s a walk through in York City Hall, 2700 Eglinton Ave. West. The hall now acts as a court and a place to fight parking tickets.

That’s just brutalist!

Bureaucrats, ruining fun since forever

Hey, nice Coat of Arms!

This is the stuff allergies are made of!

Phil White!

Mel Lastman!

Pick any two

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2 generations of City of York recycling bins. From the time recycling was for granola heads.

Love the 1-tone city of York coat of arms. Didn’t know here be dragons. Or beavers

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Are you going to Scarborough Fair? Forget that, Scarborough Civic Centre rules!

Scarborough Civic Centre was built in 1973, and is emberly preserved. Someone went to town on that stainless steel! Clocks, signs, planting pots. The center is quite grand and still looks futuristic today. Other fun artifacts include the 4S Scarborough logo, as well as the coat of arms / seal with the Scarborough Symbols - Ontario flag, wheat, industry and the bluffs.

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Kids, Stay in School!

Otherwise you might end up designing yachting club logos. Signage for The Board of Education for the City of York, amiably known as YBE.

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Why the Empty Set? City of York recycle bin, great 90s logo. You can too!

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Amalgamated but not forgotten II

A lovely time capsule found in Oakwood branch or Toronto Public Branch, in the town of York. Before the internet, this is how people paid their bills. Great early 90′s turquoise, with some sweet logos for York Hydro and York Public Library, topped with a cool Miami-Viced City of York logo.

Hi, Clippy!

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Amalgamated but not forgotten

The city of Toronto was amalgamated in 1998. 6 boroughs were cast into the melting pot: York, North York, East York Scarborough, Etobicoke and the city of Toronto. City landscapes evolve; parks revamp and change; from classic log and chain to overly colorful plastic casts. Layers of old branding still exist, bearing ye olde borough name. Here be some pre-amalgameted samples.

• On a salt box, Fairbank Community Center, Dufferin Street

• School, Oakwood Ave. Those rowdy bocce players!

• Fire hall #341, 555 Oakwood Ave.

• Ferry to Metropolitan Toronto Island

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Real as the $3 coin

Toronto’s underground way to invest. Anyone can start, anyone can hoard. Ride the market with this fool-proof way to commute all the way to the bank.

The TTC Token is a golden (and silver) Toronto icon and a  part of the city’s everyday aesthetic, along flashing OPEN signs, chalkboard sandwich boards and bicycle lollypopps. 

Unfortunately for the little guy, the TTC plans to phase him out and replace him with traceable, trackable, unhoardable Presto cards.

So hoard them while they last!

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Seems Legit

Canada is an admired country, and many immigrants want to settle in the true north.

Branada is an admired quality, and many businesses want to attach themselves to the maple leaf. This is prominent in the para-governmental area - law offices, accountants or medical professionals. The reason? It never hurts to be considered a part of the powers that be. The maple leaf or "Canada" in the business name might suggest the service provider is a bit more official than they actually are.

Here are some sightings from Toronto and the internets

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Fracking Good

A n00b might see some Branada spots and think: Canada is about coffee, hockey and loving it cold. Well, we got it wrong. Add Oil Sands Tar Sands Oil Sands Tar Sands to the list.

This beauty from Cenovous, an Alberta oil company has all the ingredients of a Branada spot: the heroic violins, dog sleds, snow, fields and lens flares. It even starts with a pun, one of Canada's favorite forms of humor.

The final shot (00:52) looks so picturesque, you almost want to camp next door to the refinery. Extra points for a shot of Canadarm and for the appetizing oil / coffee shot.

(Shoutout to Luke Albert for fracking this)

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East Side Sighting

Spotted Maple Leaf Tavern on Gerard East St. in Toronto. The Maple Leaf Pictogram / Logomark is usually seen red in its natural habitat. It's refreshing to locate a green variety. Looks lively, even if the bar's yelp page might contend: "This is the KING of dive bars and a place to experience the dark corners of existence." Wonder if the place is vape friendly.

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Canadian Bacon

Maple Leaf Foods is a food giant, mainly manufacturing various types of ground meats and preservatives squeezed into a tube. They have several brands: Schneiders, Schopsy's, Maple Lead Prime. Their brand video screams "We Are Canada", and features a farmer with a baseball cap, a hockey player, parents and general diversity: An athlete in a wheelchair, lesbians getting married and some "visible minorities". Edited emotionally on a Clint Mansell-like violin tracks, this spot shows Canadians at work, at play and at the dinner table.

The moving, handheld footage combined with the moving music turns the spot into a political ad. In fact, the spot works great with some Conservative Party spot soundtrack!

In the last couple of years Maple Leaf food has been selling some of its companies to global brands. The Canada Bread Company was sold to the Spanish BIMBO, "the most important Baking Company in the world".An equally moving video, if not sadder, is a worker-made video of the last pack of sausages rolling out of the Kitchener Factory.

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What's Up, Toots?

According to this poster, Tootsie is America's hottest new actress

And ALSO, it's Canada's Family Footwear Superstore!

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Another day at the office

Client: Hi, I need a logo designed for my business. Designer: Sure, what's your business name? Client: Liberty Tax Services. Designer: Let me guess, you provide tax services? Client: Yup. What are you already jotting there? Designer: Nothing, just your award winning logo! Client: Amazing! A Maple Leaf! Now that's unique. I don't have the word "Canada" in my business name, you think it matters? Designer: Hold on. Are you located in Canada? Client: Of course. Proudly Canadian owned and operated. Designer: Well, this logo is tailored perfectly for you. Client: You know what, you have a point, great job! Thanks! * Admires logo*

Designer: Now, how about a brand character ?

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Did you just say "EH?"

This one from Tim Horton's goes full circle, making fun of Canadian cliches. Welcome to Canada, boys!