MacLaren McCann develops branding for Toronto arts festival
By Adnews Staff
MacLaren McCann of Toronto has completed the initial branding phase of its assignment for a new annual arts festival that will debut in that city next June. The event will be called Luminato, Toronto’s Festival of Arts and Creativity. “Ultimately, our team came up with the notion of light as a way of capturing the essence of the creative spirit, which led us to the word ‘lumina’,” said agency president Doug Turney. “We wanted to attach this creative spirit to the city of Toronto, hence T.O., which gave us Luminato.” The festival will use the tagline, “Celebrating the creative spirit.” The visual identity makes use of the image of a glowing stream of light. The agency has also constructed an introductory website at <http://www.luminato.ca>. An expanded version of the site will launch in the fall, along with advertising and direct marketing. MacLaren McCann’s assignment also includes database development, sponsorships, media planning and media buying. The event, which is being organized by the Toronto City Summit Alliance, will feature theatre, music, dance, visual arts, film, design, literature, architecture and fashion from Canadian and international artists.