Sankofa Square releases survey findings of its first-ever Community Research Study
Sankofa Square commissioned a community research study on the best ways to advance the Square’s brand identity and experience
MEDIA RELEASE - Toronto, ON, January 29, 2025 – Today, Sankofa Square revealed findings from the first phase of its rebranding strategy. The first-ever extensive community research study was commissioned by D.PE Agency, Sankofa Square’s branding agency of record, and conducted through Pitch Better. The research study engaged over 2,900 community members from September 9 to October 25, 2024, which included a public survey and in-depth stakeholder interviews. The community insights revealed in the study provide a roadmap for the development of the Sankofa Square brand.
Findings reveal considerable support for the Square’s new direction, alongside specific areas of community expectation. Feedback thoroughly reflects local sentiment, with 73% of respondents residing in Toronto and 21% in other parts of the Greater Toronto Area (GTA). Additionally, 80% of respondents reported attending events at the Square, underscoring its significance in the community. The study illustrates the community’s desires for Sankofa Square including its new brand identity and experience, site enhancements, and event offerings.
“In 2023, we responded to the need to prioritize justice, equity, diversity, and inclusion to one of Canada’s most prominent landmarks. The work that has been done over the past few months includes the voices of the community and beyond. Far from being a singular vision, our rebrand will be one of reflection and deep collaboration,” says general manager Julian Sleath from Sankofa Square. “The insights revealed in the study will help us navigate and inform the future of the Square as we look to work with the community in new ways to collectively embrace the possibilities under our new name.”
Highlighted Public Survey Results
Over 2,900 respondents from Toronto and other parts of the Greater Toronto Area (GTA) were surveyed to understand their perceptions about the rebranding of Yonge-Dundas Square to Sankofa Square. The aim was to gather insights to inform the development of the new brand identity, and the types of cultural content and experiences residents wish to see in this iconic urban space.
BRAND IDENTITY
Community data about colours and visual preferences guide the development of Sankofa Square’s new look: With a variety of colour associations and moderate popularity of multiple colours, an opportunity for brand distinctiveness exists that also communicates the Square’s values and purpose. In terms of the look and feel of the new Sankofa Square brand, respondents identified blue (25.67%), red (25.67%), white (22.25%), and black (17.67%) as the colours that resonated with those surveyed. Blue and red can symbolize trust and passion, respectively. Black and white provide contrast and timeless appeal.
Brand identity and the desire for aesthetic appeal: Influenced by the prospect of a new brand identity, the need for aesthetic appeal was cited by 72.1% of survey respondents. Highlighting the advantage of a visually inviting space that matches other global public spaces’ charm.
BRAND EXPERIENCE
Concerts, community and culinary events are the most attended events in the Square: A significant 60% of respondents indicated that they attend concerts at the Square, making this event type the most popular. Of the respondents, 47% attended events that mark days of recognition, underscoring the importance of culturally meaningful gatherings. At 44%, respondents attended culinary events in the Square. The new Sankofa Square can deepen this connection by embracing its role as a cultural hub.
Comfort & Safety at Sankofa Square: The survey reveals that public safety and personal comfort are top priorities. Of the respondents, 79.8% value these elements in public event spaces. Clean facilities and ease of access are also highly regarded. Over 75% of respondents underscored the importance of well-maintained restrooms and convenient transportation options.
Sankofa Square 2025
Sankofa Square will unveil its new brand logo and signage in early 2025.
Sankofa Square aspires to be a beacon of inclusion and cultural vibrancy. Insights from the Community Research Study are being incorporated into the upcoming development of a new strategic plan for the Square, focusing on enhancing accessibility and representation, promoting community engagement, and developing a sustainable financial model.
“By listening to and working with the community and key stakeholders, we are able to identify opportunities for improvement that will inform our strategy for the future of Sankofa Square,” says Sleath. “We aim to make Sankofa Square a cultural nucleus in Toronto and a world class destination. Over the next five years, Torontonians will start to see a transformation and we are excited to prove that the change was worth it.”
The general public can access the findings of the community survey by visiting sankofasquare.ca./becoming-sankofa-square
Media photos can be found HERE.
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About Sankofa Square
On December 14, 2023, the City of Toronto announced that Toronto City Council changed the name of Yonge-Dundas Square to Sankofa Square. The name Sankofa is the result of two years of careful work by the City of Toronto that convened a Recognition Review Community Advisory Committee (CAC), whose conversations were informed by consultations with the public. The 20-member CAC was made up of Black and Indigenous leaders, along with other diverse residents and business owners living and working along Dundas Street.
Established in 2003, the Square is a gathering place for millions of visitors each year. It hosts hundreds of diverse events including community-based festivals, concerts, public art, and commercial promotions. It is an open space that welcomes everyone. It is managed by the Sankofa Square Board of Management, a City of Toronto agency.
About D.PE Agency
D.PE Agency, pronounced “dope”, is an award-winning boutique creative agency specializing in storytelling, that celebrates diversity, and promotes hiring inclusively in the art and culture sector. We believe what we create has the power to connect us and to bridge gaps between our creative industries and communities. We use our expertise to create art, design, visual brand identities and cultural experiences that transcend boundaries, speaking to the human experience in a way that is both authentic and equitable.
Founded by Creative Director, Curator and Cultural Programmer, Ashley McKenzie-Barnes, D.PE Agency brings together a diverse team made up of a group of individuals who bring their unique backgrounds, perspectives, and creativity to the table. We are committed to telling authentic and meaningful stories that speak to a wide audience, and inspire positive change.
The driving mandate of D.PE Agency is that diversity is not just a buzzword, but a fundamental value that drives progress and innovation. The agency specializes in creating thoughtful, accessible and inclusive experiences for companies and organizations of all sizes and industries.
Media Contact
DMPUBLIC
Deanne Moser
deanne@dmpublic.com
(647) 888-9388