Becoming Sankofa Square

While the word "Sankofa" originates from the Akan language in Ghana, its central philosophy—learning from the past to build a better future—is a universal human value that resonates across all cultures. The renaming initiative began in 2020 amid a global reckoning on racial justice, leading to a specific mandate to address assets named after colonial figures and to elevate Black history and contributions. The diverse, 20-member Community Advisory Committee ultimately selected "Sankofa" because it honors that specific mandate while offering a unifying, forward-looking principle that speaks to the continuous evolution of our diverse city.

We recognize that human history is deeply complex. While it is important to acknowledge the difficult historical realities involving members of the culture where the word originated, conflating the past actions of individuals with the language itself overlooks the profound and intentional meaning of the concept.

"Sankofa" translates to "go back and get it"—a concept that encourages us to learn from the past to inform the future. This philosophy does not represent a nostalgic nod to a pristine or flawless history. Rather, it offers a framework for acknowledging the complexities and uncomfortable truths inherent in all human societies. Around the world—from national truth and reconciliation efforts to societies rebuilding after periods of profound injustice—we see that confronting a difficult legacy is a necessary step toward healing.

Sankofa is a forward-looking principle rooted in Ghanaian wisdom. It embraces the vital lesson that societies willing to be accountable for their past—and to learn from it—are the ones that truly move forward. True progress comes not from ignoring uncomfortable truths, but from addressing them with honesty. By adopting the name Sankofa Square, we are applying this powerful concept to critically reflect on our own shared past, learn from our history, and build a more equitable and inclusive future together.

Renaming a public space does not erase history; rather, it reflects a society’s evolving understanding of its past and its values in the present. History is preserved through archives, educational materials, and historical records. Civic naming, however, is about choosing what principles and narratives a city wishes to elevate in its most prominent public gathering spaces. By adopting the name Sankofa Square, Toronto is taking a forward-looking step to honor a more inclusive narrative while remaining accountable to the complexities of our shared history.

The decision to rename the Square and the development of the new Sankofa Square logo are both rooted in a community-driven desire for racial justice and civic renewal in Toronto.

In 2020, highly publicized murders of George Floyd, Ahmaud Arbery, and Breonna Taylor in the United States ignited global calls for racial justice. In Toronto, these protests led to calls for the renaming of streets and institutions historically tied to colonial figures. As a result, the City of Toronto began a process of reviewing and potentially renaming certain city assets associated with colonial policies and practices.

In July 2021, City Council voted to rename Dundas Street and directed the City Manager to convene a Recognition Review Community Advisory Committee (CAC). This 20-member committee, formed in fall 2021, was composed of Black and Indigenous leaders, alongside other diverse residents and business owners.

After two years of extensive consultation, research, and discussion, the Community Advisory Committee reached a consensus on the name “Sankofa Square” for Yonge-Dundas Square. The concept of Sankofa, originating in Ghana, refers to the act of reflecting on and reclaiming teachings from the past, which enables people to move forward together.

On December 14, 2023, Toronto’s City Council officially adopted the name Sankofa Square. Our logo development process then followed:

• Early 2024: An internal planning phase that involved historical and cultural research, community discussions, audience analysis, and setting goals and objectives for the Square's rebranding.

• May 2024: A Request for Expressions of Interest for the development of the Sankofa Square brand was issued.

• July 2024: D.PE Agency (pronounced "dope"), an award-winning creative agency, was selected to design the brand.

• September 2024: We launched the "Embrace the Possibilities" campaign, engaging Torontonians in imagining the Square's future. This included community engagement, outreach, and a market research study in collaboration with Pitch Better.

• January 2025: We shared insights from over 3,000 individuals who participated in our public surveys and community consultations. The community insights provided a clear roadmap for the redevelopment of the Sankofa Square brand.

• February to March 2025: Logo concepts were developed, drawing inspiration from community feedback, African Diaspora culture, Indigenous heritage, Toronto's diversity, and the Square's vibrant energy..

• April to May 2025: We gathered further community input through focus groups, which, combined with our brand strategy, goals, and objectives, informed our final decision.

Yes. The entire transition was the result of multi-year, layered community engagements. The name "Sankofa Square" was chosen after two years of research, public consultation, and discussion by a City-convened Community Advisory Committee composed of local residents, business owners, and community leaders. Following the name change, the 2024-2025 brand development process engaged over 3,000 Torontonians through the "Embrace the Possibilities" campaign, public surveys, and focus groups. This extensive feedback directly shaped the final logo and visual identity.

The logo was finalized in May 2025. The rollout of the new logo began in June 2025, and all primary Sankofa Square materials, platforms, and signage were updated by the end of 2025. Some third-party or city-owned materials may still reflect the transition.

The first full expression of the new logo was shared on August 23, 2025, at our inaugural Sankofa Day celebration.

Our new logo is a vibrant symbol of transformation, the Sankofa principle, and community.

TRANSFORMATION: The logo represents how time, tradition, and change constantly shape our city and Square. Its flowing shapes and shifting forms show that Sankofa Square is always evolving – never static, always becoming something new.

SANKOFA PRINCIPLE: Inspired by the Ghanaian concept of Sankofa, meaning "go back and get it," the logo's dynamic movement encourages us to learn from the past to build a better future. It signifies that our journey of growth is continuous, always learning and adapting.

COMMUNITY: With its interlocking fluid shapes the logo can be seen as people dancing, interacting, and coming together. It celebrates the diverse communities that gather at Sankofa Square, reflecting our commitment to being a welcoming space for everyone to connect, celebrate, and create shared experiences.

The new Sankofa Square logo was designed by D.PE Agency (pronounced “dope”), an award-winning creative agency founded by Ashley McKenzie-Barnes. D.PE Agency is known for its storytelling, championing diversity, and creating thoughtful, inclusive experiences.

The branding team included a number of individuals and consultants during the rebranding and public research study phase including Pitch Better agency and Indigenous design advisor Sadie Red Wing.

The new Sankofa Square logo marks a significant departure from the previous Yonge-Dundas Square identity, reflecting the change in name and the Square's renewed purpose, while subtly maintaining a connection to its physical location. While the previous logo may have focused on a more traditional, perhaps geometric, representation of a "square" or "intersection," the new design embraces fluidity, movement, and a deeper cultural symbolism rooted in the Ghanaian Sankofa principle, signifying a commitment to learning from the past to build a more inclusive future.

The visual identity is modern and dynamic, drawing inspiration from the African diaspora and Indigenous cultures while reflecting the spirit of Sankofa and the diverse heritage of Toronto. This rebrand signals a bold shift towards a space that is not only a landmark but also a vibrant, evolving hub for community and cultural transformation, moving beyond its colonial namesake to a more representative and forward-looking identity.

The new Sankofa Square logo is a vital visual cornerstone for the Square's vision for the future, directly supporting its evolving strategic plan for a more vibrant and inclusive public space. Its dynamic design, embodying transformation and community, visually signals the Square’s commitment to new initiatives focused on enhanced accessibility, diverse programming, and deeper community engagement.

The new visual identity is the outward expression of a broader, operational renewal. The transition to Sankofa Square coincides with an evolving strategic plan focused on the physical and functional realities of the space. This includes a renewed approach to community safety, updated site operations, improved accessibility, and a commitment to diverse, year-round programming. The new name represents a standard we are holding ourselves to across all levels of the Square's management and operations.

The transition to Sankofa Square cost approximately $305,933, was delivered under budget, and used zero additional City taxpayer funds, relying instead on existing operating budgets and developer-contributed capital reserves. Delivered $28,814 under the allocated budget of $335,000. This project is often confused with the separate, broader proposal to rename the entirety of Dundas Street, which has led to the common misconception that rebranding the Square cost millions of dollars.

Our transition costs break down into two specific categories:

• Rebrand Investment ($189,500): This covers market research, community engagement and relations, brand development and design, public relations, awareness campaigns, and the initial launch. This amount came directly out of the existing operating budget, meaning no additional city funds were received for the rebranding.

• New Signage ($116,433): This covers the physical replacement of primary and secondary identity signs across the property. This expense was largely offset by $92,397 in Ward 13 Section 37 capital reserve funds, which are developer-contributed funds specifically earmarked for local capital improvements at the Square.

Yes! We have different versions of the logo in black, white, and colour that are designed for various uses, including digital screens, videos, printed materials, and different sizes. This ensures the logo always looks great, wherever you see it.

Community and corporate event clients: Please contact your designated Sankofa Square Event Coordinator.

Members of the media: Please reach out to our Manager of Marketing & Communications (contact info).

For all other logo file inquiries, please contact our Manager of Marketing & Communications (contact info).