Becoming Sankofa Square

Our new logo is a vibrant symbol of transformation, the Sankofa principle, and community.

TRANSFORMATION: The logo represents how time, tradition, and change constantly shape our city and Square. Its flowing shapes, colours, and shifting forms show that Sankofa Square is always evolving – never static, always becoming something new.

SANKOFA PRINCIPLE: Inspired by the Ghanaian concept of Sankofa, meaning "go back and get it," the logo's dynamic movement encourages us to learn from the past to build a better future. It signifies that our journey of growth is continuous, always learning and adapting.

COMMUNITY: With its interlocking, fluid shapes and vibrant colors, the logo can be seen as people dancing, interacting, and coming together. It celebrates the diverse communities that gather at Sankofa Square, reflecting our commitment to being a welcoming space for everyone to connect, celebrate, and create shared experiences.

The development of the new Sankofa Square logo is rooted in a community-driven desire for racial justice and civic renewal in Toronto.

In 2020, highly publicized murders of George Floyd, Ahmaud Arbery, and Breonna Taylor in the United States ignited global calls for racial justice. In Toronto, these protests led to calls for the renaming of streets and institutions historically tied to colonial figures. As a result, the City of Toronto began a process of reviewing and potentially renaming certain city assets associated with colonial policies and practices.

In July 2021, City Council voted to rename Dundas Street and directed the City Manager to convene a Recognition Review Community Advisory Committee (CAC). This 20-member committee, formed in fall 2021, was composed of Black and Indigenous leaders, alongside other diverse residents and business owners.

After two years of extensive consultation, research, and discussion, the Community Advisory Committee reached a consensus on the name “Sankofa Square” for Yonge-Dundas Square. The concept of Sankofa, originating in Ghana, refers to the act of reflecting on and reclaiming teachings from the past, which enables people to move forward together.

On December 14, 2023, Toronto’s City Council officially adopted the name Sankofa Square. Our logo development process then followed:

• Early 2024: An internal planning phase that involved historical and cultural research, community discussions, audience analysis, and setting goals and objectives for the Square's rebranding.

• May 2024: A Request for Expressions of Interest for the development of the Sankofa Square brand was issued.

• July 2024: D.PE Agency (pronounced "dope"), an award-winning creative agency, was selected to design the brand.

• September 2024: We launched the "Embrace the Possibilities" campaign, engaging Torontonians in imagining the Square's future. This included community engagement, outreach, and a market research study in collaboration with Pitch Better.

• January 2025: We shared insights from over 3,000 individuals who participated in our public surveys and community consultations. The community insights provided a clear roadmap for the redevelopment of the Sankofa Square brand.

• February to March 2025: Logo concepts were developed, drawing inspiration from community feedback, African Diaspora culture, Indigenous heritage, Toronto's diversity, and the Square's vibrant energy..

• April to May 2025: We gathered further community input through focus groups, which, combined with our brand strategy, goals, and objectives, informed our final decision.

The new Sankofa Square logo was designed by D.PE Agency (pronounced “dope”), an award-winning creative agency founded by Ashley McKenzie-Barnes. D.PE Agency is known for its storytelling, championing diversity, and creating thoughtful, inclusive experiences.

The branding team included a number of individuals and consultants during the rebranding and public research study phase including Pitch Better agency and Indigenous design advisor Sadie Red Wing.

The logo was finalized in May 2025, with a gradual rollout starting in June 2025. You'll begin to see it on our existing assets. We aim to have all Sankofa Square materials, online platforms, and signage updated by the end of 2025.

Look out for a special celebration event later this summer! Details will be shared soon.

The new Sankofa Square logo marks a significant departure from the previous Yonge-Dundas Square identity, reflecting the change in name and the Square's renewed purpose, while subtly maintaining a connection to its physical location. While the previous logo may have focused on a more traditional, perhaps geometric, representation of a "square" or "intersection," the new design embraces fluidity, movement, and a deeper cultural symbolism rooted in the Ghanaian Sankofa principle, signifying a commitment to learning from the past to build a more inclusive future.

The visual identity is modern and dynamic, drawing inspiration from the African diaspora and Indigenous cultures while reflecting the spirit of Sankofa and the diverse heritage of Toronto. This rebrand signals a bold shift towards a space that is not only a landmark but also a vibrant, evolving hub for community and cultural transformation, moving beyond its colonial namesake to a more representative and forward-looking identity.

The new Sankofa Square logo is a vital visual cornerstone for the Square's vision for the future, directly supporting its evolving strategic plan for a more vibrant and inclusive public space. Its dynamic design, embodying transformation and community, visually signals the Square’s commitment to new initiatives focused on enhanced accessibility, diverse programming, and deeper community engagement.

You'll see the new logo everywhere Sankofa Square is present, including our website, social media, marketing materials, official documents, and on our physical property like digital screens and signs. It will also be included in promotional materials for events hosted at the Square.

We aim to have all Sankofa Square materials, platforms, and signage updated with the new logo by the end of 2025. During this time, you might see a mix of our old and new branding as we transition.

For our partners and event clients, the new logo will be incorporated as their new materials are produced. Some materials, like city-owned signs, may take a bit longer to update. 

Community and corporate event clients: Please contact your designated Sankofa Square Event Coordinator.

Members of the media: Please reach out to our Manager of Marketing, Communications & Corporate Partnerships (contact info).

For all other logo file inquiries, please contact our Manager of Marketing, Communications & Corporate Partnerships (contact info).