"er" signs around Toronto. Am I missing something?

Anyone else notice the very minimalist ”er” signs around downtown Toronto, Canada or maybe in your city? They can only be described as white signs with the letters er (really small font) in blue somewhere on the sign (many different versions of the sign but same idea). A partially visible blue triangle (or some geometric shape) can be seen near the edges of the signs. These signs can be seen on bus shelters, subway ads, billboards, everywhere! My guess is that there could be some “sequel” ad campaign that explains everything but so far I have not noticed anything! Am I missing something obvious?

I will try to get a picture…