In the summer of 2016, the project formerly known as Project: Under Gardiner was by public vote officially named The Bentway. The Bents are the iconic architectural concrete pillars that support the Gardiner Expressway in Toronto.
Designholmen created the temporary brand for Project: Under Gardiner, and was once again brought onboard, this time to design the permanent brand for The Bentway. A robust, iconic and flexible brand identity system that celebrates and visualizes the name was created. The nimble system supports multiple partners and programming. It adapts to an intuitive numbering system as a way of locating yourself on the Bentway, and responds by taking the form of a frame or a canvas to showcase various images and illustrations. This adaptability was at the core of the design brief and of vital importance for this remarkable and evolving public space.
Designholmen along with Bespoke worked in close consultation with a range of stakeholders – Ken Greenberg Consultants, Public Work, Fort York, Artscape, the Matthews Foundation, The Bentway Conservancy, Waterfront Toronto and The City of Toronto.