Toronto's Legal Department Targets Activist's T-Shirt Sales Featuring Old Square Logo
The City of Toronto's legal team has taken a firm stance against a local activist's entrepreneurial venture, declaring that Daniel Tate cannot repurpose municipal intellectual property that the city has discarded. This controversy centers on T-shirts bearing the former Yonge-Dundas Square logo, which Tate sells through his IntegrityTO website, with proceeds pledged to the Daily Bread Food Bank.
Activist Defends Merchandise as Citizen Reclamation Project
Since last year, Tate has been offering black T-shirts featuring the white logo that was officially retired when Yonge-Dundas Square was renamed Sankofa Square. Priced at $35 each, the merchandise represents what Tate describes as a citizen-led reclamation effort. "You've decided it's unworthy and offensive. You unceremoniously removed it against the vast majority of people's will," Tate stated, emphasizing his belief that the logo ultimately belongs to Toronto residents. "At the end of the day, it's ours ... the city is an instrument of the people."
Despite Tate's charitable intentions, city bureaucrats have maintained that he lacks authorization to use the logo. Tate provided documentation to media outlets showing a cease-and-desist letter from deputy solicitor Christina Hueniken dated February 27, referencing earlier communications from the city in December and January.
Internal Emails Reveal Councillor's Office Involvement
Freedom-of-information requests have uncovered email correspondence suggesting that Councillor Chris Moise's office played a significant role in initiating and escalating the city's response to Tate's merchandise. On November 28, 2025, Jean Abou Saab, chief of staff for Toronto's city manager, informed Tyler Johnson of Moise's office about impending actions against the "infringing" T-shirts.
The correspondence intensified on January 13, when Johnson emailed multiple city and Sankofa Square representatives stating that Moise "would like an update on where this is at as the merch is still being sold." This communication occurred shortly after Tate attended a budget meeting wearing one of the controversial shirts, leading him to remark, "His staff were more concerned with the deputant's choice of wardrobe versus the actual issues we're bringing up."
Sankofa Square's Financial Struggles and Logo Controversy
The logo dispute unfolds against the backdrop of Sankofa Square's reported financial difficulties. Management disclosed during January's budget process that the square incurred losses of $1.5 million in 2025. Julian Sleath, the outgoing general manager, advocated for a "co-ordinated effort" in addressing the logo issue before his departure.
Moise, who serves on Sankofa Square's board of management and has been a public advocate for the rebranding initiative, declined interview requests and did not issue a formal statement regarding the logo controversy. The city and interim general manager Marnie Grona provided identical statements indicating that Toronto "reserves its use for historical context when referring to the square's legacy," despite having no merchandise plans for the old logo.
Broader Implications for Municipal Branding and Activism
This conflict represents just one instance in Toronto's ongoing struggles with logo usage and municipal branding. Freedom-of-information requests revealed additional communications about affordable housing logos and concerns regarding Councillor Frances Nunziata's personal logo allegedly violating brand standards by depicting city hall's distinctive architecture.
Notably absent from these records was any discussion about Moise's cycling etiquette initiative, which featured both city and personal logos on sidewalk decals in his ward. Moise's office defended this usage, stating that city transportation staff had approved the decals and that councillors regularly use municipal logos in their official capacities.
Tate, who has frequently challenged Moise during public meetings, declined to disclose specific sales figures but reported that the T-shirts have been "very well-received." When questioned about charitable donations, he emphasized his organization's name, IntegrityTO, stating, "Integrity means you do what you say and you do it with honour. I intend to keep that promise."
