Since its instalment in July 2015, the 3D TORONTO sign has become one of the hottest tourist attractions in downtown Toronto. Initially created for only the 2015 Pan Am Games, the $90,000 sign has remained a firm fixture of Nathan Phillips Square following popular demand.
In fact, it was so popular after it came out, that City Councillor Norm Kelly even suggested that different variations of the sign such as “The 6” and “T. Dot” be made and placed in other parts of the city to reinforce the “cool” Toronto brand. This was eventually deemed unsuitable, given that it would take away the special-ness of the original sign.
But despite its popularity, the TORONTO sign is not unique in its design. Other cities such as Lyon, Budapest, and Amsterdam have been spotted with their own downtown 3D signs. As an international city ready to prove its place on the world stage, it was only a matter of time before Toronto became part of this global trend. I mean, wasn’t that why we signed up for the Pan Am Games in the first place?
What does make it unique, however, is the fact that it is able to change colour and design. As a result, this sign is more than just a tourist attraction, it has also served as an art medium (Nuit Blanche), and as a way to show solidarity with Torontonians and our friends all over the world. Just a few days ago, the sign was lit blue and yellow for the Canadian Cancer Society’s Daffodil Month, and before that green and white to remember the victims of the bombings in Lahore, Pakistan.
And while we have seen this display of support and empathy with more historic monuments around the globe, there is something more personal about the TORONTO sign that I can’t seem to explain. Perhaps it’s because of its location in front of city hall, it’s accessibility to everyone free of charge (I’m looking at you CN Tower), or the fact that I see it more frequently and have actually touched it?
Who knows, maybe it just looks great on Instagram.
Either way, it certainly has become a defining landmark of Toronto, and for the first time, I’m looking forward to sending some postcards with city hall in the background.
So keep up the good work TORONTO sign! And don’t let any snarky lawsuits get in your way either…