A collaborative project between the City of Toronto and Pan-Am Games bred a night to welcome the Pan-Am games to Toronto (Torch Relay celebration) and celebrate the lighting of the Bloor Viaduct Bridge Veil.
The Luminous Night provided an umbrella brand and identity for two very different events (happening at the same place and time) and effectively rationalized multiple themes into one identity system for the public. With the involvement of multiple funding partners: federal, provincial and municipal, approvals from multiple levels were required. Crescent facilitated the event naming, logo design and produced design elements for all onsite signage.
The Luminous Night identity was inspired by light and motion: the fire from the Pam Am torch as well as the lighting-based art installation along the bridge with the illusion of motion created by the changing colours of the lighting along the Veil as a reaction to the changes in wind speeds in the viaduct. Notwithstanding a desire to salute and honour those who lost their lives to the bridge (as the veil was installed as a suicide barrier), vibrant colours tied all together and provided the perfect backdrop for the multiple theatrical and musical performances of the evening. The culmination of The Luminous Night, with mayor John Tory honouring the city’s commitment to public health and safety and counting down the cue to light up the Veil, resulted in a hugely successful, high profile event for the City of Toronto