Toronto report sparks city motto debate

TORONTO – A report commissioned by Toronto City Councillor Peter Milczyn has spurred talk among Torontonians of a new city slogan.

While the research report, entitled “Balanced and Bolder: Recommendations for strengthening Toronto’s official plan,” didn’t suggest a new slogan should be adopted to replace Toronto’s current motto, “Diversity, Our Strength,” media reports initially claimed it did.

While the study suggests revisions to areas such as city planning and car-free pedestrian boulevards, Milcyzn assures Global News that a new Toronto motto was not a recommendation.

“There is no talk about a new slogan for the city, it’s not on anyone’s agenda…We have a lot of things on our plate at City Hall,” Milczyn told Global News.

Despite no current suggestions for a new slogan, a revised official plan could lead to a change in Toronto’s image. Many other Canadian cities and regions look to branding to introduce a new image and strengthen connections between residents and their cities.

The Capital Region of Ottawa-Gatineau uses the slogan “Canadian, just like you.”

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“The idea behind branding is more than just a logo or a slogan, it is about creating a “gut feeling” about a product or service, or in our case, about Canada’s Capital Region,” says National Capital Commission Communications Officer Denise LeBlanc.

“We want them to see the Capital as representative and reflective of all Canadians…with the ultimate goal of increasing Canadians’ pride in their Capital.”

While Montreal, Halifax and Regina don’t have official slogans, City of Regina Branding Manager Nathan Morrison says Regina does have a brand: Infinite Horizons.

“It positions the city as dynamic, innovative, full of potential and possibilities…like the boundless prairie landscape surrounding it. It builds on the momentum and growth we’re currently experiencing,” writes Morrison.

The City of Edmonton also uses an unofficial slogan, “The City of Champions,” which is seen on signs as people enter Edmonton.

“It started around the success of the Edmonton Eskimos and then the Oilers had in the late ‘70s and early ‘80s (for the Oilers),” says City of Edmonton’s Chief Communications Officer Jeff Angel. “We are actually looking at our whole brand, image and reputation of the city and what slogan might best describe Edmonton heading well into the 21st century. That’s an initiative we’ve undertaken for this year.”

SOUND OFF: What are your ideas for a new motto for your city? Are you happy with your current motto? Let us know by visiting Global News on Facebook.