TO Live is a City of Toronto agency which manages and operates the City’s three major civic theatres. They provide a broad range of performing arts, visual arts, theatrical events, and concerts. We created a new brand identity and posters that graphically communicate their vision of “Making Space” for a diverse range of voices, ideas, communities, and art forms. TO Live also contains a multitude of audiences, programs, ideas, and venues in one – so the dot in the “i” in the logo jumps and then expands into a symbol, communicating what they do and it reinforcing the idea of many things contained in one.
TO Live is redefining the idea of performance space where all the focus flows inward to what happens on the stage, and towards a new vision where what happens on stage is merely the starting point. The aim is to push those ideas out into its public spaces. Hence, why the new brand’s typography and jumping dot in the “I” communicate what they do and reinforces the idea of many contained in one.
So far results have been difficult to quantify due to the pandemic measures and closures of theatres in the city, but the national press has been positive to the new brand and the TO Live is hoping for a full reopening of all its venues this spring.