Tridel, deep-pocketed developer, stuck a logo in my face and I’m sticking it right back to them.
As it turns out, the builder of a gigantic condo cluster at Kennedy and Hwy 401 has skirted the laws regulating rooftop signs. The glaring red Tridel trademark emblazoning the east and west sides of one of the company's tower tops is there illegally and without permission, according to Robert Bader, supervisor with the City of Toronto’s sign department.
A developer must follow an expensive process to apply to Council for a rooftop moniker. Even if approved, the sign can be in place for one year at most.
Tridel, seasoned as it is at navigating development law and the related maze of regulations, did not seek anyone’s say-so before hoisting its advertising marks to the sky overlooking the highway where no one for miles could miss them.
Who else, but Tridel? The company slogan virtually screams at me as I view the offending tower from my backyard a mile away, and it waves, like a red flag to a bull.
Who else indeed? Corporations aren’t allowed to logo-line the rooftops. Even if they were, exposure like that is worth a lot of money. Tridel has been reaping the benefit of free advertising from its signs for the past half year. Now it must pay.
“Heads up, Tridel. You are about to have a site visit from the city inspectors."
The signs will have to come down. The developer may even face violation notices and have to cough up a big chunk of change for fines and lawyers.
That's what should happen when you slam a community right between the eyes with your garishly illegal rooftop logo.
Normally a person contacts the city councillor for help in situations like this. That’s what I did, but in the end I couldn’t let any more time go by. The councillor and his staff were absolutely useless. Sent the complaint to Tridel! It was only when I called Toronto city staff directly today that I received prompt attention, the information and appropriate consideration I had been seeking since early December.