A History of Thee Toluca Lake Swan

TLCClogo150by Richard Bogy

In 1923 The Toluca Lake Company introduced the familiar Swan Shield logo, which features a distinct white swan, poised in silhouette atop two rippling water lines and set against a forest green scalloped shield. Below the swan was the simple wording “Toluca Lake.” That logo was the first association between a swan and the Toluca Lake community. The design of the swan and shield was intended to bespeak the affluent, lush and calm nature that is our community. The Toluca Lake Company placed numerous signs throughout the community featuring the Swan logo, however by the 1970’s all of those original signs had been stolen.

In the 1950’s the Toluca Lake Company agreed to allow the Toluca Lake Chamber of Commerce to use the by-then famous image as their own symbol, and today – 65 years later – that historic Swan and Shield continues to be the identifying logo for the Toluca Lake Chamber of Commerce. Over the years some have tried to create alternative swan images for their own organizations, but there is still just one true and original Toluca Lake Swan logo carefully guarded by The Chamber and cherished by those who love this community.

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