The sentiments of a century-old city slogan have been renewed thanks to new street signs that will soon mark the entrance to Toledo’s city limits.
Today, Mayor D. Michael Collins, unveiled the first of 55 black and white You Will Do Better in Toledo signs, to be placed around the city in the coming weeks.
The sign’s vintage vibe harkens back to its inspiration, a massive illuminated sign that once topped the Valentine Theatre. That 25-ton blinking billboard was emblazoned with the You Will Do Better in Toledo slogan, which has seen a resurgence in popularity in recent years as it appears on everything from hoodies to baby onesies and beverage can koozies.
“The identity of a city is important,” said Mayor Collins, during a news conference to unveil the first sign, located near the Ohio Turnpike close to the intersection of South Reynolds Road and Heatherdowns Boulevard. “It matters where you make it.”
The original sign was illuminated for the first time 101 years ago on the same date. A crowd of 8,000 people reportedly attended the first flick of the 7,000 light bulbs that spelled out the slogan, which was selected from more than 7,000 entries to a Toledo Commerce Club contest.
Today’s ceremony, attended by about 20 people, was held roadside as traffic buzzed by. Mayor Collins waved at one honking motorist as observers shivered in the brisk winter weather.
City boosters, led by screen-printing and T-shirt company JupMode, are holding the second-annual You Will Do Better in Toledo Day event to mark the anniversary of the original sign. The gathering starts at 5 p.m. at Wesley’s Bar and Grill, 1201 Adams St.
JupMode is largely responsible for the growing popularity of the old catchphrase. The company has reprinted the slogan on apparel and other items, and owner John Amato has found the old words still resonate.
“I think what’s neat about it is that it goes back to our past. It’s something that’s nostalgic, and it plays into the history of Toledo,” he said. “It shows us our history to remind us of what we can be today.”
Contact Vanessa McCray at: vmccray@theblade.com or 419-724-6065, or on Twitter @vanmccray.
First Published December 17, 2014, 8:21 p.m.
