Toroto launches new identity

Since Toroto's founding in late 2019 and during its exponential growth over two years-despite a pandemic and its consequent economic uncertainty-one factor has been constant, one that has allowed us to exceed our goals and create new ones we had not even imagined; a factor to which we can largely attribute the company's success: change.

Change has been our friend; unpredictable and sometimes a bit intimidating, but a friend nonetheless, it has propelled us towards what Toroto is today: a proudly Mexican company with international presence that offers real and effective solutions to achieve a future compatible with life.

Today, change endures and now permeates the company's identity itself: to reflect Toroto's present and future, we undertook the process of redesigning our brand, including our website. After several months of work, today we unveil the new identity and share with our community a little of what is behind this important change.

The history of our identity

Toroto was conceived as a B2C company that targeted its services to individual consumers who wanted to know and offset their carbon footprint. It operated that way for a while until change took its toll and gradually, Toroto began to offer B2B services to companies and organizations seeking to offset their carbon footprint and restore the natural resources that supply their value chain. In addition, Toroto expanded its capabilities to work directly with landowners to produce carbon offsets, benefiting farming communities and the biodiversity that inhabits their land. With this approach, Toroto has been able to have more positive environmental impact on a larger scale.

We are excited to unveil a brand identity that reflects the Toroto of today and tomorrow, which represents the values and vision of the company in a more consistent and harmonious way with our customers.

Logo

Toroto's logo was slightly modified, resulting in a lighter and more mature logo but keeping its essence and original look, where the letter t evolves from one shape to another to symbolize the innovative vision that Toroto offers. The pure geometric elements of the typography used represent the human values that govern Toroto, such as respect, empathy and courage.

Colors

The most noticeable change in this new brand identity can be seen in the colors. Previously, Toroto used a very bold, playful and contrasting palette. This reflected Toroto's inception, when it was conceived as a B2C company. To reflect the current turn of the company, we selected a more practical color palette, being friendly but sober and more harmonious as a whole. The main palette was reduced to three colors: blue, white and black. The Toroto blue is now more friendly, approachable and at the same time modern. It seeks to make a connection between the closeness to nature, and the science and technology we use to provide environmental solutions. The secondary palette includes two shades of green and a light beige, alluding to the color of the Earth.

Ornamental textures

As a decorative element in our materials, the brand identity includes textures based on topographies, hydrographies and dendrographies to reflect the fundamental component of territorial analysis and management that we implement in our projects. It is a graphic representation of our knowledge and technical expertise, always attached to science.

Our slogan

Toroto's new slogan is "A future compatible with life". Previously, our slogan was "A future for all". While this conveyed the purpose of what we do, we feel that the new slogan communicates something more: our mission to be a leading player in reconciling humanity with nature and building a future that is respectful and compatible with life.

The unsustainable path on which we have been progressing as humanity - exploiting and polluting natural resources beyond measure - is simply not compatible with the proliferation of the wonderful biodiversity and ecosystem services that surround us. As human beings who are part of the biome that encompasses what we know as "life", we have to chart new paths and we are doing so little by little. Toroto is charting one of them and "A future compatible with life" summarizes this vision.