It’s just a mess overall. Isolated huge S on the east, two-line big text on the south, one-line big text and huge S on the west, one-line small text on the north. It looks like they’ve simply ignored their own branding standards. Can you imagine a modified “Air Canada Centre” logo with “Centre” on a second line, just so the text can be bigger?
I’d be amazed if Scotiabank’s marketing department approved the signage as shown in the application. If the final product looks like the application, file this under “how to spend $800 million on branding and end up looking cheap.” Their only saving grace is that they’ve copied Air Canada’s elegant scale in some areas like the canopy on the west elevation, but even there they made the bizarre decision to squeeze in a third “Scotiabank Arena” about 10 feet away from the first one.