The Toronto-based Cadillac Fairview Corp. has unveiled a new corporate logo and brand identity, the first step in a new brand strategy the firm hopes will transform how Canadians see the company.

Cadillac Fairview, owned by the Ontario Teachers’ Pension Plan, operates 20 malls throughout Canada. To establish a more direct connection with Canadian shoppers, the firm is adding “CF” to the name of each property. For example, under the new brand strategy, Sherway Gardens, in Toronto and Pacific Centre in Vancouver will now be known as CF Sherway Gardens and CF Pacific Centre.

The new corporate logo, which incorporates the tagline, Where it all comes together and brand identity is being rolled out across Cadillac Fairview’s 20 properties. Cadillac Fairview’s office properties will adopt the new logo; however, office tower names will remain unchanged, named after anchor tenants or location.

The new logo and consumer-focused brand strategy are a part of a larger initiative within Cadillac Fairview that is centred on innovation to engage shoppers directly, drive sales, and to create the most welcoming and connected shopping environments across Canada, says Jason Anderson, the firm’s senior vice president of marketing.

“Cadillac Fairview’s new visual identity highlights for shoppers that our properties provide a consistently welcoming and engaging retail destination,” he said.  “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 centers. We know technology and unique and engaging experiences will play a big role in changing the way people think of the shopping mall.”

The Canadian retail landscape is shifting dramatically and competition is fierce. Cadillac Fairview will differentiate its shopping centers with a promise of best-in-class stores, a range of dining options and an overall exciting experience, Anderson said. The firm currently has $4 billion worth of renovations and redevelopments ongoing in its portfolio.

Branding shopping centers is new to Canada, but not to the world of retail real estate. Australia-based Westfield has been branding its centers with its corporate name for years. Simon, too, has been adopting more of a consumer-faced brand identity in recent years, though not to the extent of adding the company’s name to its properties.

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 – Paul Howitt DCRE