Ontario Place was a popular Toronto amusement park that has been undergoing a significant amount of transformation over the years, to the point that their current identity no longer properly represented it’s current, unique form; my solution to this was to design a new brand identity focusing on the words relaxing, inviting and engaging, which would revitalize interest in the park, and engage viewers with bright, bold, and creative use of colour.
The park has become an interesting recreational space, providing parkland, walking trails, music venues and regular cultural events in an area easily accessible from the downtown core. Unfortunately, many in the city don’t know about all of the new facilities Ontario Place offers. So I wanted to create a new brand identity that would help draw attention to the park again, attracting a wider target audience and bringing it back into relevance.
While looking at overhead maps of Ontario Place I realized that I could use the simple shapes of the square pod buildings and the circle of the Cinesphere to reference the unique overhead silhouette they create. This produced a uniquely shaped logomark that’s different from the standard trillium, but with the right exposure could become an iconic piece of imagery for the park as a whole.
I wanted to use a lot of colour in the style of this brand - paying homage to it’s Expo 67 origins - and to do this I planned to associate each of the 5 sections of the park with a different colour; these five colours could then also be used on the five shapes in the logo, tying the new logo effectively into the wayfinding. With these colours I created simple signpost signage and banners to hang around the park, allowing people to easily identify where they are based on colour, without having to spend too much time focused on navigation.