Oct. 31, 2017
By Arianne Robinson
The city’s Sign Variance Committee voted on Tuesday to prevent an investment company from using their logo and brand, as it currently appears, on a sign that advertises their apartment property at 9 Crown Hill Place, in Etobicoke.
Real estate asset management company Starlight Investments made the application to the committee to keep their sign as it currently exists, but the committee upheld the staff recommendations that the parts of the sign that are made of their logo – the star, triangle, and name of the investment company – need to go.
City staff’s rationale was that these components do not fit with the residential apartment area, and offered an alternative plan, which thecommittee supported.
Starlight Investments lists nearly 100 buildings in Toronto with multi-family units on their website, a quarter of all their Canadian properties, which span five provinces. Spokesperson for Starlight Investments Danny Roth would not confirm the number of signs that have already been changed, or the cost of changing them, and said he would not be able to provide further comment at this time.
City staff say the decision today involving 9 Crown Plaza will not automatically apply in the same way to other Starlight Investment building signs in the city. The city says it is currently working with Starlight Investments on a number of applications and the rules in one place may not apply for all the buildings. “All other locations that require variances for their signs will be looked at individually and will need to go through a separate variance application,” Ted Van Vliet, manager of the Sign Bylaw Unit, said via email regarding the decision by the committee today.