I was extolled by the City of Toronto, Canada for my voluntary services and marketing communications projects in the city following the successful organisation of ‘The Talk – Toronto Edition’, an event that discussed four main pillars considered as vital for national development – Arts (Culture), Trade, Investment and People on November 17, 2019 at the Metro Hall Rotunda, Toronto. In addition, the event explored avenues of building synergy between businesses and people in the two countries.
Around midday on\xa0November 19, 2018, I made my way into downtown Toronto to meet a friend-turned-brother,\xa0Abubakar Nii Commey Boye, a\xa0young Ghanaian entrepreneur and founder of property management firm, Lyon Properties Limited. The city was experiencing a mix of snow and damp conditions with clear seeing skies.
Mr. Boye was\xa0hosting me for my birthday celebration in one of the finest restaurants at the then Yonge-Dundas Square. We had a few Canada-based friends who joined in the celebration. Through the window of the restaurant, it was a spectacle watching the numerous\xa0brightly lit digital billboards and advertisements as well as various businesses from retail shops, restaurants and cinemas offering services.
Yonge-Dundas Square, now known as Sankofa Square,\xa0is\xa0a public space in downtown Toronto, Canada, at the intersection of Yonge and Dundas Streets.\xa0It is a popular spot for events, performances and public art displays, and has become a well-known landmark and tourist attraction.\xa0The square is known for its large digital billboards, bustling atmosphere and vibrant energy, often drawing comparison to\xa0Times Square in New York City.
Becoming Sankofa Square
On December 14, 2023, the City of Toronto announced that Toronto City Council adopted a motion to change the name of Yonge-Dundas Square to Sankofa Square. The name Sankofa is the result of two years of careful work by the City of Toronto convened Recognition Review Community Advisory Committee, whose conversations were informed by consultations with the public.
The 20-member Recognition Review Community Advisory Committee formed in 2021 composed of Black and Indigenous leaders, along with other diverse residents and business owners living and working along Dundas Street.\xa0After 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.\xa0It was also\xa0rooted in a community-driven desire for racial justice and civic renewal in Toronto following the ignition of global calls for racial justice in 2020 after the highly publicised murders of George Floyd, Ahmaud Arbery and Breonna Taylor in the United States. In Toronto, these protests led to calls for the renaming of streets and institutions historically tied to colonial figures.
Sankofa (SAHN-koh-fah)\xa0is a Twi word from the Akan Tribe of Ghana that loosely translates to “go back and get it.” Its literal translation comes from the Akan proverb “Se wo were fi na wosan kofa a yenkyiri,” meaning “It is not taboo to go back for what you forgot (or left behind).” Sankofa is a phrase that encourages learning from the past to inform the future. While Sankofa originates from the Ghanaian Akan language, it broadly resonates across African and Black communities globally as an expression of cultural and political affirmation.
The identity
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 mythical Sankofa bird
The more popular image is the bird with its backward gaze signifying reflection, while its forward-facing feet represent progress. The egg in its beak symbolises growth and future generations—an inheritance shaped by lessons from our past.
The stylised heart
The Sankofa heart is more like the conventional symbol for the heart with inward spirals at the top and outward spiral at the bottom. Each of these symbols represents a society’s journey of progressing toward a positive future by being guided by its past. Sankofa is a timeless concept that transcends borders, cultures and generations.
>>>Chris is a thought leader in Marketing Communications, Stakeholder Relationship\xa0Management Professional and International Cooperation Specialist. Over the last fifteen\xa0(15) years, he has made tremendous impact within Africa’s corporate communications\xa0and creative arts sectors.\xa0He can be reached at\xa0chriskoney@gmail.com / +233 20 854\xa01480
Provided by SyndiGate Media Inc. (Syndigate.info).