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HomeMy WebLinkAboutARB201200076 Review Comments Miscellaneous Submittal 2012-07-09ARCHITECTURAL REVIEW BOARD STAFF REPORT Project #/Name ARB- 2012 -76: Staples Sign at Shopper's World Review Type Certificate of Appropriateness for a sign Parcel Identification Tax Map 61M, Block 12, Parcel 1C Location On the west side of Rt. 29 North approx. 600' south of Rio Road, in the Shopper's World Shopping Center Zoned Planned Development Shopping Center (PDSC), Entrance Corridor (EC) Owner/Applicant FR Shoppers World LLC c/o Federal Realty Investment Trust/Pedro Sales (BCT Architects) Magisterial District Rio Proposal To install an internally illuminated wall sign consisting of channel letters on a background panel. Context Staples is located in the Shopper's World Shopping Center in the heavily developed commercial area of Route 29 North. Visibility The proposed sign would be set back approximately 400' from the Entrance Corridor. Due to the angled orientation of the building, southbound traffic cannot vie the sign before reaching the shopping center. Northbound traffic can view the sign beginning at the Branchlands Boulevard intersection. The view of the sign is intermittent descending the hill to the shopping center entrance. ARB Meeting Date July 16, 2012 Staff Contact Margaret Maliszewski PROJECT HISTORY Date Review Type Result 4/5/1994 ARB- SIGN94 -8 A Staples sign was proposed in the Shoppers World Shopping Center with white letters on a red background. The red background was not approved. White or red channel letters were identified as acceptable alternatives. 7/17/2000 ARB- SIGN2000 -25 Original comprehensive sign criteria approved for the shopping center. 3/29/2012 ARB- 2012 -11 Renovation of Shopper's World shopping center approved, including an update to the comprehensive sign criteria to indicate that non - illuminated tenant panel signs hung from the ceiling of the colonnade do not require ARB review /approval and to indicate that signs may also be located on the faces of the new entrance tower elements of Building D, which includes Staples. The approved sign type is channel letters. See the end of this report for the full approved criteria. 6/19/2012 ARB- 2012 -11 Minor revision to Shopper's World renovation approved. DETAILS OF SIGN PROPOSAL Sign at Sho er's World -Staples Type Channel letters on a metal panel background Materials Corrugated metal (aluminum), acrylic, aluminum Location Centered in sign band of southernmost entrance element of Building D Overall Sign Size 7'6" tall x 26'8" long Letter Size 57" tall x 24'9" long Text STAPLES Colors an unbalanced appearance Letters White faces Background Panel Red to match Pantone 186 Illumination Internal LED or fluorescent Mounting Channel letters mounted to metal panel, metal panel mounted to hardi -panel ANAYLSIS REF GUIDELINE ISSUE RECOMMENDATION 1 Create a consistent and unified design approach along The use of a red panel behind Eliminate the red the Entrance Corridors. The placement, size, the channel letters will create background panel. illumination and colors of signs can create unity along the an unbalanced appearance corridor, or they can create a disjointed, visually among the entrance elements competitive environment. Consistent and unified sign in the shopping center and a design allows the businesses located along the Corridor to disjointed appearance overall have equal standing in visibility. It also provides a pattern as viewed from the corridor. of sign placement that makes the business locations and Sign design in the center will entrances more easily recognizable to both vehicular and not be consistent or unified. pedestrian traffic. 2 Establish simplicity and reserve as preferred The muted earth tone color characteristics for sign design in these areas. This reflects palette approved for the the historic character of the area and enhances the aesthetic renovated shopping center qualities of the Corridor. To this end, the overall design of helps establish simplicity, a sign will be evaluated concurrently with that of the reserve, and an orderly and REF GUIDELINE ISSUE RECOMMENDATION building on which it will be installed. The design of a attractive development. The building's walls, window locations, parapets and other red panel breaks from the architectural features will influence the Board's evaluation palette and the context of the of appropriate signage. Because each site is composed of a development. variety of elements that work together to create a unique character and appearance, ARB review of each sign The three entrance elements proposal is guided by these sign guidelines within the establish rhythm and scale context of the specific site for which the proposal is made. across the center. The red panel breaks that rhythm. 4a Placement: The design of a building's walls, window locations, parapets and other architectural features shall influence the Board's evaluation of appropriate signage. The red panel will establish an Wall signs can help establish rhythm, scale and proportion uncoordinated, unbalanced across the fagade of a building. appearance across the center. 10d Signs must be placed on the building in a manner that establishes a unified appearance. 4c Materials: Materials used in both the sign and support The metal panel disrupts the Eliminate the red structures should complement the building and/or multiple architectural design of the background panel. business center being served by the sign. entrance elements; it does not complement the building. The corrugated metal obscures the hardi - panel. 4d Lettering and Typeface: Lettering should be in proportion Proposed letter height is 57% Eliminate the red to the sign and the building for visual clarity and overall of the sign band height (green background panel and balance. Proportion of lettering includes font (size) and hardi - panel) and 74% of the provide for review a revised typeface (style). background panel height (red corrugated metal). The text drawing showing the channel letters on the hardi- 9d The size of a wall sign shall be coordinated with the size of the architectural element on which it is placed. The sign height exceeds the panel siding. should not overcrowd the architectural element, the wall, recommended ratio and the or the sign area. Buildings and building elements should letters look over - scaled Reduce the size of the not be used as a billboard. For example, an appropriate against the red panel. At 57' channel letters to fall more height for channel letters in a 30" high sign band is 18 ". tall, it is anticipated that they in line with the This allows 6" of unoccupied space above and below the will also appear too large recommended ratio of 1/3 letters. Generally, 4" of clear space above, below, and to against the hardi -panel band. text to 2/3 wall area. the sides of a channel letter sign is considered a minimum, This is a larger sign band that REF GUIDELINE ISSUE RECOMMENDATION with larger clearances required for larger sign bands. The requires larger clearance. ARB will consider the degree of visibility, the distance from the Entrance Corridor, and the architectural design of The color of the red the building and the sign area in its determination of background contrasts sharply appropriate sizes and placement. with the white letters, contributing to the over - scaled App A ratio of 1/3 text to 2/3 wall area or 1/4 text to 3/4 wall A.A area is a good working proportioning system for placing a appearance and making the sign. sign more noticeable. App Color, form, surface pattern, shape, and disposition of A.A.4 elements and openings in an architectural design can affect our perception of scale and can impact the appearance of a sign on a building. 4e Colors must not clash with other elements on the site, both The red of the background Eliminate the red when viewed in daylight and at night, whether the signs are panel clashes with the muted background panel. externally or internally lit. Overly intense color, such as earth tones of the entrance but not limited to dayglo or fluorescent colors, are elements and the overall prohibited. fagade. It is intense as viewed against the muted earth tones. If an alternative method of incorporating red into the sign is desired, consider using red for the letter returns, which would have less negative impact. 9a Wall signs shall be integrated with the architecture of the The background panel is not Eliminate the red building and the placement of such signs should not integrated with the background panel. obscure architectural features or details, including but not architecture. The background limited to cornices, windows, columns, pilasters and panel obscures the hardi -panel paneling. siding, its color, texture and detailing. The hardi -panel provides a color and texture that is important to the overall renovation and to the REF GUIDELINE ISSUE RECOMMENDATION establishment of a coordinated, consistent appearance across the center. The corrugated red metal disrupts that consistent appearance. 9b Channel lettering (mounted on a raceway or individual Channel letters are proposed, Eliminate the red letters) is preferred to cabinet signs because cabinet signs but installed on a metal panel background panel. tend to appear less integrated with the building. Channel background. The metal panel letters overlay the wall material and allow the structure of eliminates the ability of the the building to "read through" with less interruption. This letters to overlay the wall results in a more coordinated overall appearance. material (the green hardi- panel) and to allow the structure to read through. 9e Lighting The standard LED lighting Add the following note to note is not on the drawings. the drawings: The level of illumination provided by the LED lights will not exceed the illumination produced by a single stroke of 30 milliamp (ma) neon. lob b. Multiple business centers shall use a single sign type for With the panel background, Eliminate the red all wall signs. the proposed sign does not background panel. meet this criteria. The approved comprehensive sign criteria for the Shoppers World shopping center indicate that the approved sign type is channel letters, not channel letters with panel backgrounds. The red panel will establish an uncoordinated, unbalanced, un- unified appearance across REF GUIDELINE ISSUE RECOMMENDATION the center. This sign will differ from all others in the center due to the background panel. Coordination will not be achieved throughout the center. Summary of Recommendations: Staff recommends the following as the primary points of discussion: 1. The use of a background panel with the channel letters. 2. The size of the letters. Staff recommends approval of the sign with the following conditions: 1. Eliminate the red background panel. 2. Reduce the size of the channel letters to fall more in line with the recommended ratio of 1/3 text to 2/3 wall area. 3. Provide for review a revised drawing showing the channel letters on the hardi -panel siding. 4. Add the following note to the drawings: The level of illumination provided by the LED lights will not exceed the illumination produced by a single stroke of 30 milliamp (ma) neon. APPROVED COMPREHENSIVE SIGN CRITERIA FOR SHOPPERS WORLD SHOPPING CENTER SIGN FEATURE APPROVED CRITERIA APPROVED CRITERIA SIGN TYPE Channel Letter Hanging tenant panel LETTER FACE COLOR White, red, yellow, green, black, or colors comparable to and compatible with the existing signs Unlimited at site TRIM CAP COLOR/ Bronze or other colors compatible with the proposed RETURN COLOR sign and the existing signs and shopping center N/A RACEWAY COLOR To match the wall surface behind the sign N/A CABINET/PANEL FACE COLORS N/A N/A SIZE LIMITATIONS According to Zoning Ordinance, as approved by According to Zoning Ordinance, as approved Dept of Building Code and Zoning Services by Dept of Building Code and Zoning Services LOCATION(S) On the shingled portion of the "mansard," as approved by Dept of Building Code and Zoning Hung from the ceiling of the colonnade Services; on the faces of the tower elements LOGO /GRAPHICS DETAILS Small in comparison to text area No restriction ILLUMINATION DETAILS Internally Illuminated Non- illuminated LETTER TYPE/FONT No restriction No restriction NOTES Non - illuminated hanging tenant panel signs do not require ARB approval.