What I noticed about it, though, was the clever sign (sorry, didn’t have my camera) which combined the generic “Coffee Shop” name in a generic white font, with a white silhouette image of a squirrel. Trinity Bellwoods Park is locally famous for its population of white squirrels–I imagine they have a form of albinism. So, the uber-generic name was matched with a kind of hyper-local signifier of local neighbourhood pride.

It’s not the first time I’ve seen the image. Fleurtje had a purse with one on for a while; one of the neighbourhood shops had t-shirts with a white squirrel logo. I’m intrigued by this hyper-localism. Is it just a reflection of the fact that we’re a bigger city now, and so the population base supports it? Is it because so many people in this city were born somewhere else that it’s feeding a desire for place, for settlement? Or perhaps it’s a reaction to a broader sense of rootlessness. I talked about it on the podcast with Cathi a while ago. Any thoughts?