The story behind Big E Communications’ logo

The ‘E’ in the Big E Communications logo came from the iconic Ridge Theatre in Vancouver.

The Ridge showed movies at its Arbutus Street location from 1950 until 2013. Its repertory double bills, featuring pairings like Nosferatu and The Cabinet of Dr. Caligari, or How To Get Ahead In Advertising and Withnail and I, were part of my upbringing. I saw the Rocky Horror Picture Show there for the first time in Grade 8.

The Ridge was famous for its sign — big red letters adorned with neon and lightbulbs that spelled out the word RIDGE atop the building.

One year, engineering students from the University of B.C. — who traditionally celebrate Engineering Week by pulling off stunts around the city — removed the big red E from atop the theatre and took it elsewhere. Newspaper photos showed the sign reading RIDG.

In 2013, they were preparing the theatre for demolition to make way for new condos and a supermarket. I live in the neighbourhood and happened to pass by just as the crane was removing the letters from the roof. I waited until the right moment to snap this photo:

Once the E had been missing. Now it was the only remaining letter. I liked that.

I used the image as my Facebook cover photo for a couple of years. When I started this company, I recalled the photo and the various people who had called me “Big E” over the years, starting with my older brother’s Little League coach.

My company had its name. And its logo.