STREETCAR | Toronto as a multicultural city

As home to people from over 170 cultures and 100 languages, Toronto is a city of great diversity. What better way to express that quintessential quality of the city than the ubiquitous streetcar, which links the many multicultural neigbourhoods together.

The theming begins as the storefront graphic depicts Torontonians engaged in reading material as they ride the streetcar. The blade sign's blurred, in-transit streetcar image mimics the passengers' experience. Inside, the play on the theme continues - streetcar maps interspersed with cityscape photographs, vertical aluminum hang poles conceal lighting, and stamped metal and dark gray rubber bumpers invoke typical transit details.