A rose by any other name…

by W. Andrew Powell

Bell LightboxAs much as I consider myself fairly supportive of the Toronto International Film Festival Group – I’m feeling a little perplexed after I learned about their new name and logo for their future headquarters on King street. Yesterday they announced that, in partnership with Bell Canada, they would be naming their new home… wait for it… Bell Lightbox.

The name is okay, I guess. It’s nicely related to the film industry (lightboxes are used to view photos or film, if you didn’t know), but it lacks a certain amount of finesse. The idea of calling a building a box, even if it is “Lightbox”, isn’t exactly compelling. And to be honest, even though I like KPMB’s design of the building, it is a rather boxy concept.

My biggest issue though is with the logo. it’s kind of gaudy, it doesn’t really speak much about what the building represents, and the colours look very playschool.

The good news in all this though is that we’re on step closer to having a real home for the film festival. To be honest they can call it anything they want and I’d still just be happy to have the organization rooted in the city, and running their programs and events.

And speaking of events we’re now just 9 days away from the 2007 TIFF. Anyone else getting excited?

Check out the new website for the building at www.belllightbox.ca, and here’s the official quote on the announcement.

“It’s with great pride that we announce the new Bell Lightbox name and logo for our home and headquarters at King and John Streets,” said Piers Handling, Director and CEO of TIFFG. “This is another milestone in achieving Toronto International Film Festival Group’s goal – to be the landmark destination for the moving image. Thanks to Bell, TIFFG’s headquarters will feature the latest video and other communications technologies, providing the richest possible experiences to artists and visitors.”

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