HomeMy WebLinkAboutARB200800058 Staff Report 2008-05-28ARCHITECTURAL REVIEW BOARD STAFF REPORT
Project #: Name
ARB- 2008 -58: Holly Memorial Gardens Sign
Review Type
Certificate of Appropriateness for a Sign
Parcel Identification
Tax Map 32, Parcel 42F
Location
3251 Seminole Trail, on the east side of Route 29 North, across from the
Hollymead Town Center
Zoned
Residential (RI) and Entrance Corridor (EC)
Owner
Holly Memorial Gardens Inc c/o Stewart Services Salt Dept
Applicant
Ed Brown, Frontrunner Signs
Magisterial District
Rivanna
Proposal
To install an internally illuminated freestanding sign.
ARB Meeting Date
June 2, 2008
Staff Contact
Margaret Maliszewski
SITE/PROJECT HISTORY
In 1999 the ARB approved a proposal for the existing monument sign at this site.
CONTEXT
The cemetery is situated on the east side of Route 29 North. It has a park -like setting that is evident from the
road. The surrounding area is characterized by commercial and residential development.
PROJECT DETAILS
Sign Type: Monument, consisting of two cabinets on bases, the cabinets arranged at a 45 degree angle
Location: In the same location as the existing sign, in the center island of the entrance to the cemetery
Materials: Aluminum cabinet, aluminum covered base, plastic face
Cabinet Size: 6' long x 4' tall x 9" deep (each)
Base Size: 6' long x 3' tall x 9" deep (each)
Overall Height: 7'
Text: "Holly Memorial Gardens"
Graphics: Image of a rose oriented diagonally across sign face, partially obscuring the "Holly" letters
Illumination: Internal; background and "Memorial Gardens" to be opaque
Colors: Background: White (opaque)
Letters: Holly: White with black shadow; Memorial Gardens: Black (opaque)
Graphics: Primarily red and green
ARB 6/2/2008 Holly Memorial Gardens Sign - Page 1
VISIBILITY
The proposed sign will be readily visible from the Entrance Corridor. The V- shaped form will make the new
sign more visible than the existing sign as viewed by southbound traffic.
ANALYSIS (based on Talley Anchor Sign Company sheets 1 through 4 with revision date of 5/7108)
Issue: Illumination
Comments: The EC Guidelines recommend externally illuminated signs. The proposed sign would be
internally illuminated. The type of lamp has not been indicated. The internal illumination contributes to the
non - traditional appearance of the new sign and is not compatible with the park -like setting of the cemetery.
Recommendations: Revise the type of sign illumination to external instead of internal. Provide details on the
type of external fixtures proposed. Indicate how the fixtures will be integrated with the landscaping.
Issue: Number of Colors
Comments: The EC Guidelines indicate that using more than three colors for a sign is generally not
appropriate. The proposed sign uses white, black, red and green, and possibly other colors /shades in the rose
graphic.: Color names and numbers were not identified on the sign drawings and samples were not provided.
The color of the base of the sign was not indicated.
Recommendations: Revise the sign to limit the number of colors to no more than three. Revise the sign
drawings to indicate the proposed color of the sign base, color names and numbers. Provide color samples for
the colors proposed other than black and white.
Issue: Logo /graphic
Comments: The proposed sign includes a rose graphic that measures approximately 4' tall and from 3" to 2'6"
wide. The rose is positioned diagonally on top of the "Holly" letters. The rose and lettering, as illustrated in the
sign drawings, appear to be the standard image of Holly Memorial Gardens, Inc., which has cemeteries in other
communities outside Charlottesville /Albemarle. The rose logo is proposed to be illuminated in this sign. The
placement, size, color and overall character of the image result in an over - scaled graphic that is the focus of the
overall sign design.
Recommendations: Reduce the size of the graphic and integrate it with the text so that it does not appear over -
scaled in the sign panel, and so that it does not obscure the letters. Illumination of the graphic image will
depend on the resulting size and level of integration.
Issue: Materials
Comments: The proposed sign would be constructed of black aluminum and white plastic. The existing sign is
a panel inset in a brick wall. The brick of the existing sign relates to the tower on site and the colors of the
existing sign relate to the tower and the gabled roof structure that is also visible from the EC. The colors and
materials of the proposed sign convey a sleek, modern appearance that does not relate to the site. The brick
monument projects a traditional appearance and a quiet character that relates to the materials and colors on site,
and sits comfortably in the park -like setting. It is anticipated that the proposed sign will have the opposite
appearance and impact and will not contribute to orderly development along the corridor.
Recommendations: Revise the sign design to limit the use of metal and plastic and to use brick as a primary
material.
Issue: Landscaping
Comments: Existing landscaping includes ground cover and a flowering shrub that is partially obscuring the
eastern end of the existing sign new sign. The proposal does not address existing or proposed planting.
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Recommendations: Revise the sign drawing to indicate that the existing planting will remain, or provide for
review a revised planting proposal. (Planting at the base of the sign is required.)
SUMMARY OF ANALYSIS
As viewed from the EC, the cemetery has a quiet, traditional, park -like character. The form, materials,
logo /graphic use, type of illumination, and the overall character of the sign that results from the combination of
these elements are not coordinated with the structures on site or the overall character of the site. Revisions to
the materials, colors, illumination, and graphics are required to meet the EC Guidelines.
SUMMARY OF RECOMMENDATIONS
Staff recommends the following as the primary points of discussion:
1. Logo /graphic
2. Materials
3. Illumination
4. Number of colors
Staff offers the following comments on the preliminary sign design:
1. Revise the type of sign illumination to external instead of internal. Provide details on the type of external
fixtures proposed. Indicate how the fixtures will be integrated with the landscaping.
2. Revise the sign to limit the number of colors to no more than three. Revise the sign drawings to indicate
the proposed color of the sign base, the color names and colors numbers. Provide color samples for
proposed colors other than black and white.
3. Reduce the size of the graphic and integrate it with the text so that it does not appear over - scaled in the
sign panel, and so that it does not obscure the letters. Illumination of the graphic image will depend on the
resulting size and level of integration.
4. Revise the sign design to limit the use of metal and plastic and to use brick as a primary material.
5. Revise the sign drawing to indicate that the existing planting will remain, or provide for review a revised
planting proposal. (Planting at the base of the sign is required.)
ARB 6/2/2008 Holly Memorial Gardens Sign - Page 3