As part of Cadillac Fairview Corporation Limited's corporate rebranding program, the Toronto Eaton Centre will soon be known as CF Toronto Eaton Centre. This move won't be relegated only to the downtown Toronto mall, rather all 20 of the company's Canadian shopping centres will get a CF in front of their names.

It's all part of a strategy, "to link the Corporation with a premium shopping experience in the minds of Canadian consumers over time," reads a company news release. Accordingly, Cadillac Fairview also tweaked its logo and tagline.

This, of course, isn't the first Toronto landmark to get an updated, corporate name. And if recent history is any indication, it'll take a long time to get this one to stick.

Will you be calling the Eaton Centre the CF Toronto Eaton Centre? Let us know in the comments.

Photo by twurdemann in the blogTO Flickr pool.