The Bentway Brand Identity

The Bentway works “to ignite the urban imagination”, using the city as site, subject, and canvas. Anchored under Toronto’s Gardiner Expressway and guiding its complex future, The Bentway is a growing public space, and much more. It is a new type of civic organization: a not-for-profit, powered by vital partnerships with the City of Toronto, residents, supporters, artists, city-builders, and dreamers. The custom letterforms that make up the new Bentway logotype and brand font are directly connected to the infrastructure and public space found under the Gardiner Expressway. The new identity allows all communications to speak the same visual language. Mixing a modernist approach with open and earnest tone-of-voice allows the industrial landscape to connect to the artwork, events and public spaces that make up The Bentway.