Signs, signs. Not everywhere a sign.

I don't feel too badly for the Boyd Building owners and the city's decision to have them remove their sign. Actually, even using the term 'sign' is a misnomer. It's a stadium-sized television on which to sell and display ads !

Portage Avenue, St. James ca. 1967 (source)


Portage Avenue ca.1950s

I'm not an anti-sign guy. Actually, I think that signs can make a streetscape look busy and fun. Here and on my travels I am constantly looking out for great signs and I wish Winnipeg that would actually loosen up a bit on restrictions to allow for more creativity and street overhangs.

The 'jumbotron' is another thing all together.

I remember that the Aspertron (can we still call it that ?) and APTN sign had restrictions regarding their content. They could promo or show what their owners had to share, not provide general advertising space.

Aside from the whole size and permit issue with the Boyd sign, they also went ahead and rented the space to advertisers. Add the two together and, hey, what business wouldn't want to make a few bucks by hanging out a permit-free television screen to advertise to passing motorists ? Forget those black signs with the neon letters !

I'm sure that the city permit route was a frustrating and painful one. Still, it's pretty hard to sneak by a 12 x 8 jumbotron and figure it wouldn't be noticed.

Soooo ... not sure what you were thinking but good on the city for standing firm. While you're at it, for good measure, bring back the jellybeans to your empty lot while you're waiting to build your parkade !

Related:
Boyd Building Spanking John Dobbin
Some building-hung signs from my travels: