So, apparently
Keating's Tobacco's new sign is running afoul of heritage designation rules:
T&T photo
Even though the store is located in a new building, the lot the building is built on still has a heritage designation from the days it was occupied by the old Colpitt's Building. This type of back-lit box sign is not allowed under heritage rules. The owner has been told he will have to modify or remove the sign.
While on the face of it, the application of heritage rules to a new building seems rather heavy-handed, in this particular case I tend to agree. I don't like this particular sign, and I don't think it fits into the character of the neighbourhood. I think a more discrete sign that conforms to existing heritage guidelines might be more tasteful.........