For Toronto FC’s inaugural season in the MLS, franchise owners Maple Leaf Sports and Entertainment turned to multidisciplinary branding consultancy AmoebaCorp, to develop the brand’s positioning, identity system, brand sell line and brand standards. The brand was applied across advertising materials. In print, radio, sales materials, web, season’s tickets package and merchandise.
The “All for One” brand positiong and tagline was the basis for the identity. It was a rallying cry to the city that was sports mad to unite behind its new soccer team.
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