MESSAGE BEHIND SIGN CHANGES

The imagery is irresistible: After seizing the Hells Angels clubhouse
in Toronto last week, police took down a sign with the winged skull
logo of the Hells Angels and replaced it with one of their own, a logo
of a motorcycle wheel in handcuffs.

It made a bold statement without saying a word-- the perfect marketing
moment.

In a battle of the brands, imagery is crucial, but the high profile
action of Ontario's Biker Enforcement Unit has drawn some criticism.

"It is less about policing and more about marketing," said Edward
Sapiano, a criminal defence lawyer based in Toronto.

"In my experience, the cases that open up with a big demonstration of
this type are the ones that tend to crumble down the road. It shows
they are focused on the wrong issue -- the media and not the evidence."

Yves Lavigne, an author specializing in the Hells Angels, said it
might give those arrested ammunition to fight the charges.

"Police have gone ahead and created a great photo opportunity," he
said "but this little bit of showmanship might blow up."

He envisions a well-funded court battle, including a Charter
challenge.

Police dismiss the criticism, saying the sign was for the benefit of
community members who had passed by the logo for years.

"The brazen way this group advertised their presence in the
neighbourhood could not be tolerated. They cannot be allowed to flaunt
their presence," said Deputy Chief Tony Warr of the Toronto Police
Service.