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Cadillac Fairview begins rebranding effort

Toronto-based commercial real estate company Cadillac Fairview has undertaken a branding initiative involving the introduction of a new logo and brand identity. As part of the initiative, the names of each of the company's 20 shopping malls will now be prefixed with the initials CF, in an effort to link the company name with the experience of shopping. The company's office properties will adopt the new logo, but their names will remain unchanged. The new logo incorporates the tagline, "Where it all comes together."

"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 is owned by the Ontario Teachers' Pension Plan.

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