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Thursday, February 10, 2022
We are excited to announce that our new name has been approved by city council-  we are now officially 
'Little Portugal Toronto BIA'!

In the west end of downtown Toronto resides our BIA, where you can find an array of businesses offerings- anything from fresh haircuts and Pastel de Nata, to live music and handmade goods. 

We are an amalgamation of two former BIAs: Dundas West BIA and Little Portugal BIA. These communities have been working in tandem for decades, and as of 2020 we became one BIA under the name 'Little Portugal on Dundas BIA'

Since our amalgamation- light has been shed on the fact that the namesake for Dundas Street (Henry Dundas) was an 18th-century politician who delayed Britain’s abolition of slavery by 15 years. He also aided in the continued subjugation of Indigenous peoples in Canada in his role as British Home Secretary. Although the city of Toronto is still in the process of deciding the new street name, we feel it is exceptionally important to accurately display our values as a BIA, by removing the 'Dundas' from our BIA promptly. 

This change is significant to us as it marks a new chapter for the neighbourhood, of combined efforts in improving the area with business and true community spirit in mind. 

Branding a community.

A note from the designer, Marlo Onilla
The challenge in redesigning the new identity for the second time around is to somehow keep it as organic and natural progression to the name change from the previous so that it didn’t seem like it was forced in any way.

The board wanted to retain most of the look and feel of the existing logo as much as possible so not to stray away completely from the original logo, such as the colours, typography, and the crest icon since it best represented the country of Portugal and is the main element of the visual identity. We incorporated the Portugal crest as the main graphic connection in an overlapping montage to form a subtle letter “T” that represented the city of Toronto. By doing this we were still able to keep the stylized icon of the crest on all the collaterals and retained the brand consistency. The forming of the crest shape conveys the overall diversity, legacy and cultural past and present, carved out of the living bedrock of Little Portugal.

Deeply rooted in the community, it is an undeniable part of Toronto’s rich tapestry. LPD Crest - is a celebration of Portuguese tradition. In an already well-established neighborhood, adorned with thriving local businesses and community, Biography set out to design a system that would serve this successful foundation.

Marlo Onilla has been working in the design industry for 20+ years and living in our BIA for 30+. He still gets his fresh fish from the local fishmonger. We were happy to have him design this new logo. His passion for design is a reflection of his persona, and strives for excellence in all that he pursues. --- list connection to Little Portugal---
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Our mailing address is:
166 Dundas St W suite 1A, Toronto, ON M6J 1X4

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