RU ready for mega signs?

By Jeff Todd –

Billboards and advertisements dominate the Yonge and Dundas skyline. Soon, Ryerson University will unveil signs that can compete with the big boys.

Next fall, ten “RU” signs will be branded onto key campus buildings. They will be hard to miss. The signs, three metres long and four metres high, will be back-lit, and create an eye-popping, three-dimensional effect. Ryerson wants to get noticed in the crowd.

The community council for Toronto and East York is poised to approve the project this week, allowing Ryerson to exceed the city’s maximum size for such signs.

Sheldon Levy, president of Ryerson, is all for it. “It’s part of cleaning up, refreshing and being proud of who you are and where you’re located,” he says.

Gottschalk and Ash International, a firm dealing in corporate identity and branding, will carry out the work. They’ve been with Ryerson since 2004, when the university first approached them to design the campus maps and signs. Justin Young, the managing director, says these signs will provide a different level of identification.

“These signs are clear and distinct. If you can’t see it, you don’t remember it, and it doesn’t have visual impact,” Young says. “These elevate the branding, so to speak.”

Young believes “RU” will attract people on a “visually subliminal” level. He says symbols like these build meaning over time, much like the McDonald’s “M” or Nike’s swoosh. Ryerson’s location means it has to battle other signs and images for attention.

Sarah Baker, a third year fashion student, tends to agree. She thinks Ryerson needs to rise to the challenge of being located in Dundas Square’s backyard.

“The signs would make the university more modern and recognizable,” Baker says. “I like them because the buildings here are old. Otherwise, they’re a bit boring.”

Anne Hollyer, the owner of Senator Restaurant, says customers often ask her where Ryerson is located. Her restaurant is located only one block south of campus. Overall, Hollyer thinks Ryerson suffers from its lack of signs and boundaries.

“Ryerson blends into the business of the area,” Hollyer says. “You need signs so people know it’s there. I have to tell you, people don’t know it’s there.”

Alireza Falahati-Sadeghi, a second year electrical engineer, is more skeptical. He believes there are already plenty of signs on campus.

“Look at that! It’s huge!” He screams, pointing at the banner hanging over Lake Devo. “If it’s going to cost a lot of money, and it costs me money, I don’t want them.”

At the moment, the price tag is uncertain. Adam Kahan, vice-president of university advancement, refused to give a ballpark figure. He says the specifics of the signs are still being considered, and at this stage, the price isn’t relevant.

“We’re still giving thought to the design and exact figures,” Kahan says.