The TTC is an integral part of how Torontonians travel, and its services have been around for a century. The rebranding of the TTC's identity took into consideration of the history behind the company, while also giving it a modern look to better reflect the booming and dynamic essence of the current city of Toronto. Keeping the similar shape of the “wings” of the old logo, the new logo includes a “you are here” marker in the negative space, emphasizing speed and convenience.
The goal of the TTC rebrand was to create a logo that was still in touch with the history of the company, while also giving it a modern feel. This approach focused on making the service more accessible to all users by implementing a strict consistency that strengthens its visual identity. From the careful selection of assets from typeface to colour palette, the new identity aims to have a more sympathetic and welcoming voice while still portraying an honourable and reliable service.