Cadillac Fairview and Toronto-Dominion Centre are proud supporters of the arts community. Recently TD Centre purchased a new art collection by 12 renowned Canadian artists which is now on display at each of the TD Centre tower lobbies. To celebrate its opening, Entro designed a branding package that combines inspirational art with the impressive architecture of Mies van der Rohe.
The Art+Architecture logo suggests a blank canvas by way of the negative space created by the letterforms; the vertical typography implies the buildings themselves. A catalogue was designed to document the art and artists, as well as large format posters of the art pieces. These posters were created for installation in the Linkway to encourage passers by to engage with the nearby art collection.
We further developed concepts for the opening launch of the new collection, intended for TD Centre’s tenants. This included a series of semi-transparent and lightweight columns, suspended from the ceiling, to mimic the TD Centre towers. Interchanging projections of the art pieces, the architecture, and real time images of the people in attendance were to be featured.
This arts initiative has received overwhelming support from patrons of TD Centre.