The Daniels visual identity is an expression of the Daniels ethos – a strong foundation with the potential of different configurations. The system invites combinations of different programs, ideas, and information with the distinctive formation of the Daniels mark. Inspired by Daniels’ home at 1 Spadina, the system is anchored by a vertical and horizontal axis that create an invisible intersection. Designed as a singularly neutral but mutable expression, it reflects the modern city of Toronto.