Property management company Cadillac Fairview Corp. has begun officially rolling out a new brand identity, adding “CF” to its shopping centre names, along with unveiling a new logo.

Some of the company’s 20 shopping centres include Toronto-area Sherway Gardens, Ottawa’s Rideau Centre and Vancouver’s Pacific Centre. Each property will carry the new logo, along with adding “CF” to their names (for example, CF Sherway Gardens). The logo change, executed by Toronto agency Traffik, is the first since 1974.

The new corporate brand identity also includes the tagline “Where it all comes together.” Cadillac Fairview’s office building locations (such as TD Centre) will adopt the new logo, but their names will remain the same.

The move is part of a larger strategy to position CF’s properties as the go-to locations for a premium shopping experience in Canada, especially as the luxury retail market here expands.

Currently, the company (which is wholly-owned by the Ontario Teachers’ Pension Plan) has more than $4 billion in redevelopment projects under way (at both its retail and office building locations). That includes a $550 million redevelopment at Sherway Gardens, with that retail expansion set to officially open tomorrow. It will have a new  24,000 square foot flagship Harry Rosen store and renovated 225,000 square foot Hudson’s Bay.

“Cadillac Fairview is cementing their position as offering cutting-edge retail destinations and the CF Sherway Gardens North Expansion demonstrates just that,” Wayne Barwise, EVP of development for Cadillac Fairview, said in a press release. “The significant investment we are making in CF Sherway Gardens kicks off a chain of redevelopments to come. Canadians can expect to see changes happening in Cadillac Fairview properties from coast-to-coast, bringing an impressive mix of leading retail destinations to communities.”