The Textile Museum of Canada Introduces a New Brand in Celebration of its 45th Anniversary
Posted: Feb 24th, 2020 | Press Release

“We see 2020 as a year to take a bold step forward – to evolve our brand in order to effectively communicate our vision,” - Emma Quin, Textile Museum of Canada Executive Director

After an extensive strategic exercise, the Textile Museum of Canada is proud to share its new brand, developed to reflect its distinct role in shaping Canada’s cultural landscape.

Toronto, ON – On February 25, 2020, the Textile Museum of Canada revealed its bold new identity with the launch of an updated website.

The Textile Museum of Canada’s new look communicates the important role textiles play in shaping our understanding of history, and our present and future connections to Canadian and international communities.

“We see 2020 as a year to take a bold step forward – to evolve our brand in order to effectively communicate our vision,” says Emma Quin, Textile Museum of Canada Executive Director. “In 2018, we began to re-assess what matters to the Museum and our communities. We engaged with stakeholders and listened to the diverse perspectives of museum-goers. This allows us to realize the impact we can create in Toronto and across Canada. Our new identity reflects how we plan to connect with people who are intrigued by and invested in the preservation, evolution, and innovation of textiles.”

The new brand mirrors the contemporary thinking which drives how the Museum connects diverse contemporary art practices to centuries of material culture. Textile Museum of Canada visitors have experienced this in recent exhibitions such as Wild, which features five emerging Canadian artists who take a bold, untamed, and mischievous approach to textiles to express their individual relationship to culture and community.

A central piece of the new visual identity is the updated logo. With textiles at its core, the Museum has spun away from using the acronym ‘TMC’ and embraced its full name to brighten the spotlight on textiles. The ‘x’ in ‘textile’ strategically hints to threads intertwining, reinforcing the act of making. Graphic elements representing a building archway and textile patterns and structures serve as an entryway to the variety of distinct textiles visitors can explore inside the Museum and on the newly conceived website.

The Textile Museum of Canada is recognized around the world for its innovative programming, research, and creative initiatives. The new brand reflects the Museum’s unique position within Canada and Toronto, while reinforcing its ambition to innovate, inspire, and engage artists, craftspeople, and designers to strengthen the cultural fabric of our city and country.
The Museum will roll out the new brand throughout 2020-21, starting with an updated website and fresh content across its social media. This will be followed by a refreshed brand experience at its physical location and across all marketing channels.

About the Textile Museum of Canada

The Textile Museum of Canada is the only museum in Canada that explores ideas and builds cultural understanding through the universally relevant media of textiles. The Museum’s permanent collection spans 2,000 years and consists of over 15,000 artifacts. It is a leader in the digitization of collections and interactive environments, and has been internationally recognized for innovation in development of landmark educational, research and creative initiatives.

55 Centre Avenue, Toronto, Ontario, M5G 2H5 Canada
Open seven days a week, the Museum is located steps from St. Patrick subway station.


Caitlin Donnelly
Membership & Marketing Coordinator
416-599-5321 x2245

Zile Liepins
Head of Communications and Design
416-599-5321 x2239

Join The Conversation

  1. Catherine Novick

    Imagine my surprise to see a picture of me!!! In the newsletter.
    This was taken in the former location on Bloor Street. Second floor up from an ice cream shop I recall.
    I wandered in to see the museum and ended up helping to move to the current location. What an exciting time it was. I still have and treasure my original Founders Circle pin.
    How wonderful to see the museum thrive and evolve. Well done!

    • Zile Liepins, Head of Communications and Design

      Catherine! So great to hear from you! Thank you for your kind remarks. We love this photograph, and have been trying to track down more information about it. We would like to correct the caption to accurately describe what we see. Was this at 585 Bloor Street West? Do you recall around what year this might have been? What was your role at the Museum at the time? We have many great resources and archives on file, but we still have a few gaps in our history to fill. Your knowledge is a huge asset in this pursuit!

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