'CF' in front of Cadillac Fairview Mall names. Photo: mcminsen, Vancouver Skyscraper Forum — *'CF' in front of Cadillac Fairview Mall names. Photo: mcminsen, Vancouver Skyscraper Forum*

Toronto-based landlord Cadillac Fairview has rebranded, including a new logo and modified naming of its 20 mall properties. Individual mall website URLs have also been changed as part of the rebranding.

The name of each Cadillac Fairview shopping centre will now be preceded by 'CF'. For example, Toronto Eaton Centre will now be called 'CF Toronto Eaton Centre' and Vancouver's Pacific Centre is now 'CF Pacific Centre'. Signage on Pacific Centre now reflects the rebranding as per the image above and with Toronto's Sherway Gardens, below.

The new corporate logo includes the tagline 'Where it all comes together'. Although mall names have changed, office towers will remain unchanged and be named after anchor tenants or location.

"Cadillac Fairview's new visual identity highlights for shoppers that our properties provide a consistently welcoming and engaging retail destination," said Jason Anderson, Senior Vice President of Marketing at Cadillac Fairview. "Putting a new logo on the door is the easy part. The real work is designing and implementing changes to the way consumers experience our shopping centres. We know technology and unique and engaging experiences will play a big role in changing the way people think of the shopping mall."

Cadillac Fairview mall websites also have updated URLs to reflect the rebranding. Toronto Eaton Centre's website was www.torontoeatoncentre.com and this has been modified to https://www.cfshops.com/toronto-eaton-centre.html. Cadillac Fairview's other mall properties also feature new URLs, beginning with www.cfshops.com/.

Cadillac Fairview is in the process of spending $4 billion on revitalizations and developments. The company is one of North America's largest owners, operators and developers of commercial real estate, with a portfolio valued at more than $28 billion and over 36 million square feet of leasable space at 66 North American properties. Cadillac Fairview is wholly-owned by the Ontario Teachers' Pension Plan, which invests to secure the retirement income of 311,000 active and retired teachers in Ontario.

Canadian Retail News From Around The Web: September 22, 2015