Last week, OnMedia headed to Harbord and Bathurst to talk to cyclists about the Toronto Cyclists Union as a brand. There was immediate confusion and mixed opinions over the word “union” in the name. Here’s a sample of what they found:
Toronto Cyclists Union from Onmedia on Vimeo.
OnMedia specializes in brand identity and clarity.
The cyclists union was somewhat of a revolution when it came to Toronto. But mainstream commuter cyclists, college students and well heeled hipsters now all waving the bike flag high perhaps there is no need for a “union” the TCU will be softened by the name change, but like any business, dem the brakes!
I guess I’m in the minority among those pro-name-change: I like “union” but find “cyclists” harmful. People’s usual transportation mode has been so politicized in this city. 50% of Torontonians ride a bike, sometimes. Most wouldn’t call themselves “Cyclists”. I don’t want personal identity politics to get in the way of encouraging the average person to support safer street infrastructure.
[...] staff say that despite all objections, the re-branding conversation has mostly been positive. But many cyclists feel that the name should be preserved to send a message of defiance to Mayor Rob Ford and his allies, [...]
As a TCU Board member I welcome all TCU members (new member sign-ups also welcome) to our AGM tonight at CSI Annex Basement, 720 Bathurst (2 blocks south Bloor) at 6:15 p.m for registration and a Board Candidate/Member “Meet & Greet”, so you can decide which 6 of the 22 candidates you’ll vote for in this very competitive Board election. We’ll also have a ballot for some minor by-law updates as well as the name change to Cycle Toronto, which by law requires a 2/3s majority—so come out and make sure your vote counts!
I want to reassure all members the name change was not an easy or a quick decision, one that the Board thought about for over a year and actively discussed the last six months, with some in favour, some wanting to keep “Union” before we came to the unanimous decision to recommend the Cycle Toronto to members.
Why? Our decision wasn’t based on our own personal name preferences, or past loyalties, but in accordance with our “fiduciary duty” as Directors to consider the best interests of the Bike Union. Half our revenue is membership revenue, half grants, many of which are start-up grants that will not be renewed. We’re simply not financially self-sustaining, even after doubling membership in the last year, nor do we have the financial resources to provide you the level of advocacy, member benefits and communication we think is needed to keep you engaged and secure better bike infrastructure.
We have very aggressive membership growth targets (to 10,000) and need to replace the expiring grants with business, corporate sponsorships as you see on our home page (Platinum & Gold sponsors), in addition to increasing members dues as we again seek to double membership.