A hypothetical logo for the city of Toronto based on the concept of the ampersand (&). The ampersand logo was to be used along the hoarding of a new building in construction in Toronto to symbolize continuity, growth, and regular improvement. This logo depicts an ampersand as well as the number 6 in a simple, graphic, linear way. It also depicts the urban term commonly heard in songs "the six". The double strokes make reference to Toronto's streetcar tracks and busy day life.

The ampersand along construction hoarding.

Sample tourist attraction promo items encouraging people to visit the city.

Sample merchandise from the hypothetical Toronto brand store.