With the merger of the Toronto Housing Company and the Metro Housing Corporation, Toronto Community Housing Corporation became the largest social housing provider in Canada. Gottschalk+Ash developed a brand identity and comprehensive rollout plan for the new entity. The identity possesses a clarity, simplicity and sympathy that is understood immediately by TCHC clients.
The TCHC logo features an angled orange square seen in perspective, with a form breaking out that denotes an opening door. Abstract and illustrative, the mark is a positive signal of welcome to those in need. As a font they chose Meta, softening its edges in a warm and friendly touch.