Gottschalk+Ash created a colourful logo for Toronto's 1996 Olympic Bid, that featured three bursts of fireworks in bright pink, orange and red. The vertical and horizontal lines of the fireworks form the letter T, for Toronto, subtly, so the viewer has to use their imagination to see it.
The logo centred around the idea of celebration of the success of the Toronto’s bid. Besides a host of expected logo applications, such as stationery, event identification and invitations, the design team also had to handle unexpected uses, such as an official Toronto Olympic Bid pin that Toronto committee officials would share with other IOC members as they made their pitches.
Gottschalk+Ash also created the official bid book, which made a compelling case in words and pictures for Toronto as an Olympic venue, including a multicultural identity that reflected Olympic values, an array of cultural riches and “one of the cleanest, most efficient and comprehensive transit systems in the world.”