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As construction moves along on Cadillac Fairview's new office tower at 160 Front Street West in Toronto's Financial Core, a new Signage Variance application submitted to the City is detailing changes to the 46-storey AS+GG Architecture-designed office tower's proposed skyline signage. The application comes with a set of renderings that illustrate several new details about the tower's branding for anchor tenant TD.
Documents submitted with the application at the start of May by Kramer Design Associates still calls for prominent TD logos projecting from all four faces of the tower's crown. Changed from the previous signage plan, the sign on the east elevation has been lowered by three floors so that it does not interrupt the slope of the upper storeys. It is now perched immediately above one of the two two-storey bow-tie-shaped openings, the east facade's signature design element.
A comparison with previous rendering shows how the east facade's signage was initially planned at the same height as the other crown signs. At the same time, the signs on the north, west, and south facades have been raised three floors from their initial position.
Though TD's branding will be the primary image displayed on what are now confirmed to be static digital signs, up to twelve occasions throughout the year would be celebrated with alternate signage displays aligning the anchor tenant with the occasion. These events would include TD Pride, Women's Day, Anti-bullying Day, National Indigenous Peoples Day, Canada Day, and Earth Day. A sample rendering shows the signage illuminated in the ring-shaped rainbow flag logo of TD Pride.
The new images highlight a previously-unseen design feature: a green illumination of the tower's crown levels, TD Bank's corporate colour. The lighting would form a dialogue with the blue illumination and branding of the RBC Centre building to the northwest.
Among the new renderings is one showing ground-level retail signage. While the image includes branding for Dineen Coffee Company and Terroni, two brands with existing presences in the Financial District, it is rare for retail tenants to sign on this far in advance of opening, and it is not known if either company has finalized plans to open here.
The application also includes ground level wayfinding and signage elements around the complex, including signage pylons with the branding of the building, major tenants, and developer Cadillac Fairview.
You can learn more from our Database file for the project, linked below. If you'd like to, you can join in on the conversation in the associated Project Forum thread, or leave a comment in the space provided on this page.
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