HomeMy WebLinkAboutARB200900085 Review Comments Miscellaneous Submittal 2009-10-21ARCHITECTURAL REVIEW BOARD STAFF REPORT
Project #: Name
ARB- 2009 -85: Wilco/Dunkin' Donuts - Signs
Review Type
Certificate of Appropriateness for Signs
Parcel Identification
Tax Map 78, Parcel 3
Location
1172 Richmond Road, on the north side of Route 250 East, approximately
250 ft west of the intersection with Route 20N, Stony Point Rd.
Zoned
Commercial (C1), Entrance Corridor (EC)
Owner
Wilcohess LLC
Applicant
Rita Vernon, Interstate Sign Co.
Magisterial District
Rivanna
Proposal
To reface a portion of an existing freestanding monument sign and to install
a wall sign.
ARB Meeting Date
November 2, 2009
Staff Contact
Brent Nelson
SITE/PROJECT HISTORY
• ARB 09 -85: Wilco/Dunkin' Donuts Signs, Staff conducted an administrative review of the proposal
and determined that the sign colors, as proposed, could not be administratively approved. On 10/5/09,
staff presented the proposal as an Other Business item with a request for direction from the ARB
concerning the proposed colors. The Board reached the following consensus.
Regarding the colors proposed for the Wilco /Dunkin' Donuts sign, it was the consensus of the
ARB that the sign colors don't meet the guidelines, and any application submitted for review
should be limited to the colors already included in the existing signage. Also, the design of the
sign on the existing building should be integrated with the existing composition of lettering,
colors and graphics. The ARB clarified that staff could review /approve signs meeting these
criteria.
The applicant was informed of this action but requested a full review at the November 2, 2009 ARB
meeting based upon the original proposal.
6/25/01: ARB- F(SIGN)- 2001 -08: Wilco #751 — Hess Sign Revisions, Certificate of Appropriateness
granted for a freestanding monument sign and canopy channel letter sign. This freestanding sign was
originally proposed with 6 colors. Conditions of approval included:
• All backgrounds of the monument sign shall be opaque so that only the message portions of
the sign shall be illuminated.
• Reduce the number of colors used in the monument sign. Limit the colors to red, white and
green.
LOCATION /CONTEXT
The site is located on the north side of Route 250E, approximately 250' west of the intersection with
ARB 11/2/09, Wilco/Dunkin' Donuts Sign - Page 1
Route 20N, Stony Point Road. The site is presently developed as a gas station with convenience store.
The existing monument sign to be refaced is located in a planting island between the two entrances at the
Route 250E right -of -way. This section of the Entrance Corridor is densely developed with a mix of
commercial /office developments and several gas /convenience store facilities.
VISIBILITY
Due to the close proximity of the existing freestanding sign to the Route 250E right -of -way, the refaced
tenant panel is expected to be highly visible. The proposed wall sign, to be located approximately 140'
north of the Corridor on the cornice of the south (EC) building elevation, is expected to be highly visible
due to its size and height on the building.
PROPOSAL
SIGN 1
Type: Monument sign tenant panel
Material: Acrylic
Panel size: 10" (h) x 5' -1" (w)
Text: Dunkin' Donuts
Graphic: Steaming coffee cup
Colors:
Background: White
Border: Orange PMS 165
Text:
Dunkin': Orange PMS 165
Donuts: Magenta PMS 219
Graphic: White, Orange PMS 165, Magenta PMS 219, Brown PMS 1545
Location: Bottom panel of existing freestanding sign adjacent to the Route 250E right -of -way
Illumination: Existing internal fluorescent
Gas price panels:
o Both gas price panels located above the proposed tenant panel to be refaced
o Color: Text: White; Background: Green to match Hess sign background
Landscaping: Existing to remain
SIGN 2
Type: Wall sign
Material: Vinyl graphic film
Size: 2'-6" (h) x 6'-3" (w)
Text: Dunkin'
Donuts
Graphic: Steaming coffee cup
Colors:
Background: White
Border: Orange PMS 165
Text:
Dunkin': Orange PMS 165
Donuts: Magenta PMS 219
Graphic: White, Orange PMS 165, Magenta PMS 219, Brown PMS 1545
Location: West end of building cornice in south (EC) elevation
Illumination: No existing illumination and none proposed
ARB 11/2/09, Wilco/Dunkin' Donuts Sign - Page 2
ANALYSIS (based on sign photo renderings received in original submission on 9/17/09)
Issue: Number of Colors/Intensity /Coordination
Comments: Entrance Corridor Sign Guidelines state:
• The use of three colors or fewer is more appropriate for signs in the Entrance Corridor. Black and
white are counted as colors. Additional colors may be approved if they contribute to a balanced and
unified sign design.
• Colors must be harmonious with each other. Colors must not clash with other elements on the site,
both when viewed in daylight and at night, whether the signs are externally or internally illuminated.
Overly intense color, such as but not limited to dayglo or fluorescent colors, are prohibited.
• The ARB may require that the color and scale of standard templates for trademarks, service marks,
corporate logos and graphics be modified.
The applicant is proposing the use of 4 colors (orange, magenta, white and brown). The orange and
magenta colors have a fluorescent -like intensity that is not harmonious with the green and maroon sign
colors of the existing signage to remain. The additional colors do not contribute to balance or unity in the
overall sign design. Instead they create a distracted, disordered appearance. Limiting the colors of the new
tenant panel and wall sign to those already in the existing signage would maintain a unified sign design
and the simplicity and reserve the EC Guidelines indicate is appropriate for the Entrance Corridor.
Recommendations: Revise the sign proposal by limiting the colors to those already included in the
existing signage.
Issue: Proposed Wall Sign/Integration with Existing Wall Sign
Comments: Entrance Corridor Sign Guidelines state:
• Coordination among signs is required for those signs installed in multiple business centers in the
Entrance Corridor. Coordination can be achieved in sign type, size, placement, illumination,
color, and/or font.
• Unified sign placement is required, signs must be placed on the building to establish a unified
appearance.
• Compatibility among signs must be maintained through color or font and typeface selection.
• Coordination of these elements of sign design is sought to help unify a building or complex, to
reduce visual clutter and distraction along the Entrance Corridors, and to help maintain the
architecture of the building as the focus of the development.
The applicant is proposing the use of a vinyl decal wall sign at the west end of the building cornice in the
south (EC) elevation. The 2' -6" (h) x 6' -3" (w) sign overlaps the existing maroon color stripe across the
bottom edge of the cornice. Existing sign letters WILCO to go, in maroon, are centered on the cornice in
the same elevation. The design of the proposed sign is not integrated with the lettering, colors and
graphics of the existing sign. Overlapping the maroon stripe creates an awkward, uncoordinated and
distracting appearance. A revised sign design, eliminating the sign border and white background, with the
sign text and graphic above the stripe, and on the gray cornice, would be more appropriate.
Recommendations: Revise the design of the proposed wall sign so as to integrate with the composition of
lettering, colors and graphics on the existing wall sign and to eliminate the need to overlap the existing
maroon stripe along the bottom edge of the cornice. Consider a revised sign design without the proposed
border and white background, with the text and graphic shown above the maroon stripe on the gray
cornice.
Issue: Omissions
ARB 11/2/09, Wilco/Dunkin' Donuts Sign - Page 3
Comments:
• Sign drawings included in this application do not indicate the areas of the tenant panel that are to be
internally illuminated. Entrance Corridor Sign Guidelines state If cabinet signs are utilized, the
backgrounds of such signs must be made opaque (zero light transmission). The previous approval for
the existing freestanding sign upheld this guideline.
• The photo rendering of the refaced freestanding tenant panel does not indicate the proposed sign
colors and PMS equivalents.
Recommendations: Revise the freestanding tenant panel rendering to include approved sign colors, PMS
equivalents and the note The background for both the Dunkin' Donuts tenant panel and the gas price
panels shall be opaque (zero light transmission), only the text and logo shall illuminate.
SUMMARY OF RECOMMENDATIONS
Staff recommends the following as the primary points of discussion:
1. Proposed sign colors; their intensity and coordination with existing sign colors.
2. The design of the proposed wall sign and how it integrates with the existing wall sign.
RECOMMENDATIONS
Staff recommends approval of a Certificate of Appropriateness pending staff administrative approval of
the following conditions:
1. Revise the sign proposal by limiting the colors to those already included in the existing signage.
2. Revise the design of the proposed wall sign so as to integrate with the composition of lettering, colors
and graphics on the existing wall sign and to eliminate the need to overlap the existing maroon stripe
along the bottom edge of the cornice. Consider a revised sign design without the proposed border and
white background, with the text and graphic shown above the maroon stripe on the gray cornice.
3. Revise the freestanding tenant panel rendering to include approved sign colors, PMS equivalents and
the note The background for both the Dunkin' Donuts tenant panel and the gas price panels shall be
opaque (zero light transmission), only the text and logo shall illuminate.
ARB 11/2/09, Wilco/Dunkin' Donuts Sign - Page 4