Ah, Etobicoke. The Leading Edge of Metro. Or the ass end of Mississauga, depending how you look at it. This may have been the lamest slogan of the former Metro municipalities, with the probable exception of my own East York’s proud and perplexing, “Canada’s Only Borough.” “Yay! We’re Canada’s only, uh, what? What’s a borough? I suppose it doesn’t really matter, as long as we’re the only one. That means we’re the best! Yay!”
For some reason, this sign still stands along the bike path near Albion Road, ten years after Etobicoke was folded into the Megacity. I recently saw a picture of this same sign (about halfway down this page) taken last year. A fairly fresh tag shown on last year’s picture is a mostly-erased blue smudge on this year’s. Not only does this sign yet exist, but someone seems to be maintaining it. How efficient.
Who comes up with these slogans anway? And what are the worst municipal slogans currently in use in the GTA and environs? Vaughan’s “The City Above Toronto”? Richmond Hill’s “A Little North, a Little Nicer” eclipses that, and Markham’s peculiar “The Mark of Excellence” is worse yet. They’re all losers in their own way, but surely the prize for worst of all must go to Burlington’s oddly passive “Stand By.”