Loading...
HomeMy WebLinkAboutARB201000113 Review Comments Miscellaneous Submittal 2011-02-14ARCHITECTURAL REVIEW BOARD STAFF REPORT Project #/Name ARB- 2010 -113: Giant Signs at Rivanna Ridge Shopping Center Review Type Certificate of Appropriateness for Signs; Review of Revisions to Comprehensive Sign Criteria Parcel Identification 78 -73A1 Location On the south side of Route 250 East, between Hansen Road and Rolkin Road Zoned Planned Development Mixed Commercial (PDMC)/Entrance Corridor (EC) Owner /Applicant Pantops Giant LLC /Gable Signs (Martha Knight) Magisterial District Rivanna Proposal To revise the comprehensive sign criteria for the Rivanna Ridge Shopping Center to allow blue and purple channel letter wall signs, a multicolor graphic, and small box signs for the Giant store. Context and Visibility The Rivanna Ridge Shopping Center is located in the densely developed Pantops area. The main shopping center building is set back approximately 500' from the Entrance Corridor street. A restaurant, a bank and a gas station/convenience store are located between it and the EC, but a stretch of approximately 260' along the corridor includes no buildings. This area provides a more open view of the shopping center, and the shopping center is visible from the EC, between the other buildings. ARB Meeting Date February 22, 2011 Staff Contact Margaret Maliszewski PROJECT HISTORY DATE REVIEW TYPE RESULT 9/18/2001 ARB- 2000 -54 Comprehensive sign criteria established with issuance of the Certificate of Appropriateness for the Rivanna Ridge Shopping Center. 9/30/2010 ARB- 2010 -113 Application received for proposed changes to the Giant signs. Coordination with applicant on numerous design issues proceeded, including excessive square footage proposed and lack of conformity with approved sign criteria. 1/18/2011 ARB- 2010 -113 Resubmittal with approvable square footage received. Applicant requested to move forward with proposal to change the approved comprehensive sign criteria. PROPOSED SIGNS The applicant proposes the following signs for the Giant store frontage in the Rivanna Ridge Shopping Center. Sign 1 Sign 2 Sign 3 Sign 4 Sign 5 Sign 6 Text/ "Giant" Fruit bowl "Pharmacy" Mortar & Pestle "the quality food "welcome" Graphic people" Type Channel letters Logo /graphics box Channel letters Logo /graphics box Channel letters Box with graphics Materials Aluminum, acrylic, vinyl Aluminum, Lexan Location In the brick wall area below the main Centered in the sign band at the west Centered in the On the brick wall gable, with the graphic situated to the end of the store frontage, with the sign band, in the that forms the back left of the "Giant" letters graphic situated to the left of the letters bay just east of the of the walkway main gable bay below the canopy Overall Sign 12' 3- 7/16" 4' 11 3/4" wide x 5' 4 7' 1 /z" long x 1' 7" F 7 3/8" long x F 22' 2 3/4" long x 2' 7' 2" long x F 10" Size long x 4' tall 3/4" tall tall 5" tall 1 1/4" tall tall Face Color Purple (Pantone Red (Pantone 485); Dark blue (Pantone Dark blue (Pantone Purple (Pantone 259) Purple (Pantone 259) 259) Purple (Pantone 259); 7462) 7462) and Light Green (Pantone 376); blue (Pantone 3125) Yellow (Pantone 130) Trim cap, White Purple Return Color Illumination Internal LED Mounting Wireway mounted; wireway to match sign band color Direct to wall COMPREHENSIVE SIGN CRITERIA The proposed signs outlined in the previous table would necessitate changes to the approved comprehensive sign criteria for the Rivanna Ridge Shopping Center as follows. SIGN FEATURE APPROVED CONDITION PROPOSED CONDITION Giant store Other stores SIGN TYPE Channel letters Channel letters Channel letters Logo /graphics boxes small box signs LETTER FACE COLOR Red acrylic 2793 (Pantone 187) Purple (Pantone 259) Red (Acrylic 2793; Pantone Dark Blue (Pantone 462) 187) TRIM CAP/RETURN COLOR Red White Red RACEWAY COLOR To match fascia/sign band To match fascia/sign band To match fascia/sign band CABINET COLORS n/a Purple (Pantone 259) n/a (face, trim, returns) GRAPHICS COLORS n/a Red (Pantone 485) n/a Purple (Pantone 259) Green (Pantone 376) Yellow (Pantone 130) Dark Blue (Pantone 7462) Light Blue (Pantone 3125) LOCATION(S) Centered in sign band Channel letters: Centered in sign band Channel letters: Centered in and under main gable sign band Logo /graphics boxes: adjacent to the "Giant" letters in the main gable Small box signs: on the brick wall along the walkway under the canopy MOUNTING DETAILS Raceway, raceway color to Wireway Raceway, wireway match sign band color Direct to wall ILLUMINATION DETAILS Internally illuminated Internally illuminated (including Internally illuminated LED) ANAYLSIS: This table provides an analysis of how the proposed sign changes meet the EC Guidelines. REF GUIDELINE ISSUE RECOMMENDATION 1 Create a consistent and unified design approach The addition of purple and blue channel Revise the pharmacy along the Entrance Corridors. The placement, size, letters increases the visual competitiveness of letter color to purple. illumination and colors of signs can create unity along the development. The blue channel letter sign the corridor, or they can create a disjointed, visually seems particularly uncoordinated and out of competitive environment. Consistent and unified sign place. Revising it to purple would help design allows the businesses located along the Corridor reduce the visual clutter and would help to have equal standing in visibility. It also provides a support the use of purple signage to pattern of sign placement that makes the business distinguish the main anchor in the center locations and entrances more easily recognizable to both from the other businesses, thus presenting a vehicular and pedestrian traffic. more organized appearance. 4e Color: Colors must be harmonious with each other. The proposed shade of purple does not fall Revise the shade of Colors must not clash with other elements on the site, within the darker range on the Pantone color purple to match Pantone both when viewed in daylight and at night, whether the charts that was previously identified by the 260. signs are externally or internally lit. Overly intense color, ARB as generally appropriate for signs in the such as but not limited to dayglo or fluorescent colors, Entrance Corridors. Pantone 260 does fall Revise the pharmacy are prohibited. within that range. letter color to purple. The use of three colors or fewer is more appropriate for The proposed criteria would allow wall signs signs in the Entrance Corridor. Black and white are in a total of 7 colors. Revising the pharmacy counted as colors. Additional colors may be approved if sign blue to purple and eliminating the they contribute to a balanced and unified sign design. mortar and pestle would reduce the number to 5, one of which (red) is similar to the other For raceway- mounted channel letters, raceways shall wall signs in the shopping center, 2 of which match the wall color. are used in small quantities, and one (white) that is used for trim caps and returns that are 10c c. Compatibility among signs must be maintained through color or font and typeface selection. not expected to have a big impact on the EC. 4f Trademarks, corporate logos and graphics: The ARB The Giant logo exceeds the height of the Limit the height of the may require that the color and scale of standard templates Giant letters. The logo is 5' 4 3 /a" tall. The Giant logo to 4'. for trademarks, service marks, corporate logos and largest letter is 4' tall; others are 2' 81 /z ". graphics be modified. When used, trademarks, service The graphic image does have an open marks, corporate logos and/or graphics should be appearance, but it incorporates 4 colors and incorporated as an integral part of the overall sign. the yellow illuminates very bright at night. Limiting the height of the graphic to 4' 9d The ARB will consider the degree of visibility, the distance from the Entrance Corridor, and the architectural would integrate it more with the Giant design of the building and the sign area in its channel letter sign and would help reduce REF GUIDELINE ISSUE RECOMMENDATION determination of appropriate sizes and placement. visual impacts. 5c External illumination is also preferred for approved The Giant logo and mortar and pestle graphic Eliminate the mortar and graphics /logos; internal illumination may be considered for the pharmacy sign are to be internally pestle graphic from the for approval on a case -by -case basis. The Board will illuminated. Graphics and logos were not pharmacy sign. Limit the evaluate the specific design for size (adjusted in approved with the original criteria for this use of logos /graphics to proportion to the accompanying lettering), balance, building (although the Giant logo was the one at the main Giant complexity, and distance from and relationship to the approved for the main sign). Approving the location under the Entrance Corridor. These factors will determine the mortar and pestle would suggest that other primary gable. extent of internal illumination that can be approved. graphics would be appropriate elsewhere on the sign band. The addition of graphics and logos in the sign band will contribute to the visual competitiveness and clutter. 5f Internal Illumination: Any internal illumination is The "welcome" signs are not proposed with Revise the sign drawings considered to contribute to visual clutter and will be an opaque background. to show the "welcome" limited. signs with opaque backgrounds. 9 iv. Cabinet signs shall have a non - illuminated background, or an opaque (zero light transmission) background. Cabinet signs shall be constructed such that no light spills outward from the top, bottom, sides or back. If outlines of letters are proposed, the width of the outline must be in proportion to the width of the letter. An outline width of 1/8" has been found to be an appropriate dimension for signs in the Entrance Corridors. 10b b. Multiple business centers shall use a single sign type Three sign types are proposed for the Limit the use of logos to for all wall signs. shopping center: channel letters, logo boxes, the one at the main and small box signs. This exceeds the "Giant" location. Limit recommended number of sign types for the height of the Giant developments in the ECs. However, limiting logo to not exceed 4' tall. the use of logos to the main one for the Giant Limit the use of box signs store will reduce potential negative impacts, to the brick wall that particularly if that logo is appropriately forms the back of the scaled, and the hanging box signs are limited walkway under the in number and are to be located beneath the canopy. canopy, which will also help limit impacts. Summary of Recommendations: Staff recommends approval of the Giant signage with the following conditions: 1. Revise the shade of purple to match Pantone 260. 2. Revise the pharmacy letter color to purple. 3. Limit the height of the Giant logo to 4'. 4. Eliminate the mortar and pestle graphic from the pharmacy sign. 5. Limit the use of logo /graphics boxes to the one at the main Giant location under the primary gable. 6. Revise the sign drawings to show the "welcome" signs with opaque backgrounds. 7. Limit box signs to the brick wall along the walkway under the canopy. Staff recommends approval of the following revised Comprehensive Sign Criteria for the Rivanna Ridge Shopping Center. SIGN CRITERIA FOR THE RIVANNA RIDGE SHOPPING CENTER (Revised February 2011) SIGN FEATURE DESIGN CRITERIA Giant store Other stores SIGN TYPE Channel letters Logo /graphics box (one) small box signs Channel letters (No logo /graphics boxes) LETTER FACE COLOR Purple (Pantone 259) Red (Acrylic 2793; Pantone 187) TRIM CAP/RETURN COLOR White Red RACEWAY COLOR To match fascia/sign band CABINET COLORS (face, trim, returns) Purple (Pantone 259) n/a GRAPHICS COLORS Red (Pantone 485) Purple (Pantone 259) Green (Pantone 376) Yellow (Pantone 130) n/a LOCATION(S) Channel letters: Centered in sign band and under main gable Channel letters: Centered in sign band Logo/graphics boxes: adjacent to the "Giant" letters Small box signs: on the brick wall along the walkway under the canopy MOUNTING DETAILS Channel letters and logo /graphic boxes: wireway Small box signs: Direct to wall Raceway, wireway ILLUMINATION DETAILS Internally illuminated (including LED)