ARCHITECTURAL REVIEW BOARD STAFF REPORT Project #/Name Review Type ARB-2011-98: Banfield Pet Hospital Sign Certificate of Appropriateness for a Sign Parcel Identification Tax Map 32, Parcel 43 Location Zoned Owner/Applicant Magisterial District Proposal Context and Visibility The Pet Smart building located at 101 Community Street, on the west side of Route 29 North in the Hollymead Town Center Planned Development Mixed Commercial (PDMC); Entrance Corridor (EC) Columbia II Hollymead LLC/Hightech Signs (Josh O Connor) Rio ARB Meeting Date October 3, 2011 Staff Contact To install an internally illuminated wall sign in an existing shopping center. The Hollymead Town Center is located along the densely developed Route 29 North Entrance Corridor. The Pet Smart building, where the sign is to be located, is directly adjacent to (west of) the EC right-of-way with the sign location approximately 65 from the right-of-way. Due to its close proximity to and elevation above the Corridor, the sign is expected to be highly visible. Brent Nelson Project History DATE Review Type RESULT 8/3/2005 ARB-2005-92 Petsmart wall sign approval including internally illuminated red channel letters (Pantone 187) and internally illuminated blue and red swoosh graphic (Pantone 187C, acrylic 2051). Additional accessory wall signage including Banfield blue (acrylic 2051) channel letters included/approved. 3/25/2005 ARB-2004-144 Hollymead Town Center, Area B Buildings H, I, J. Amendment to CoA including approval of PET SMART channel letter and swoosh graphic sign type/location. 1/15/2004 ARB-2003-167 Hollymead Town Center Area B approval (including comprehensive sign criteria)
Existing Comprehensive Sign Criteria For Hollymead Town Center Area B SIGN FEATURE APPROVED CONDITION NOTES SIGN TYPE Box/cabinet signs considered only as secondary signs (with Channel letters opaque backgrounds) LETTER FACE COLOR Red = PMS 187 (except Target, Red = PMS 186), White No third color as of 7/19/04. See note 1, below. TRIM CAP/RETURN COLOR Bronze or Black Limit to a single color throughout the center. RACEWAY COLOR To match wall surface behind CABINET FACE COLORS Box signs only approved as secondary signs with opaque N/A background SIZE LIMITATIONS Signs shall be mounted within sign band area specified on ARB approved drawings. Signs shall not extend beyond designated sign band area. Window signs limited to 9sf/building frontage. LOCATION(S) Signs shall be centered vertically within sign band. All sign bands shall be contained within a single material/color. Sign bands shall be coordinated with the architecture of the building. Buildings G and H See notes 2 and 3, below. shall have no window signs visible from the Entrance Corridor. MOUNTING DETAILS At least 4 of clear space shall be provided above and below each sign, within the single material/color. LOGO/GRAPHICS Logos/graphics visible from Route 29 may not be Symmetry must be maintained with Target bullseyes on Entrance DETAILS illuminated (with the exception of the signs approved Corridor side. See note 4, below. for Target). ILLUMINATION DETAILS No illumination of window signs visible from 29. Internal white neon for channel letters. Logos/graphics visible from Route 29 may not be illuminated. TEXT N/A LETTER TYPE/FONT MATERIALS APPROVED REVISIONS/ADDITIONS Not specified, see guidelines. Not specified, see guidelines. 1. One sign color permitted per building grouping. Building groupings are: B&C, G&H, F. Buildings D, E, and K may have both red and white sign faces as of 7/19/2004. (B&C have white faces. F has white faces. G&H have red faces.) 2. To-scale drawings are required with building permits to confirm sizes and locations. 3. No window signs on Entrance Corridor side of TGI Fridays (9/7/2004 ARB Review). 4. For out-parcel H, logos are limited to the west side of the building. 5. This form outlines the specific design criteria established for signs at this location. All standard ARB Sign Guidelines also apply.
DETAILS OF THE BANFIELD PROPOSAL Type Materials Location Text Graphic Overall Sign Size Letter Size Logo Size Colors Channel Letter Faces Channel Letter/Logo Box Trim Caps Channel Letter/Logo Box Returns Graphic Illumination Mounting Channel Letter with Logo Box Wall Sign Aluminum, acrylic & vinyl Centered in the approved sign band area to the right, east of, the existing Petsmart sign on the front (south) elevation of the building at a height approximately 20 above grade. Banfield PET HOSPITAL Dog & cat in profiles in a cross 8 5-5/16 long x 2 5 tall Banfield: 5 7-3/16 long x 1 2-1/8 tall PET HOSPITAL: 5 7-3/16 long x 7-1/2 tall 2 4 long x 2 4 tall Banfield : Arlon #236 Turquoise PET HOSPITAL : White acrylic #2447 Black Bronze Background: Arlon #084 Tangerine Graphic: White Channel Letters: internal LED Logo Box: internal LED with non-opaque background Direct
ANAYLSIS This table provides an analysis of how the proposed channel letters and logo meet the EC guidelines for wall signs in Multiple Business Centers and the established sign criteria for this building in the HTC. For reference, the Petsmart building is Building H in Area B of the HTC. REF GUIDELINE/CRITERIA ISSUE RECOMMENDATION COLOR Wall Signs for Multiple Business Centers 10 10a 10c Coordination (sign type, size, placement, illumination, color, and/or font) is required for multiple business center signs. The first approved sign installed in a multiple business center will establish the standard for all future signs for that center. The future review of proposals for new signs in existing multiple business centers will take into consideration the character and appearance of the existing building(s) and with existing sign(s). Compatibility among signs must be maintained through color or font and typeface selection. Approved Sign Criteria Letter Face Color: Red PMS 187 ILLUMINATION Wall Signs for Multiple Business Centers 10b Multiple business centers shall use a single sign type for all wall signs. 10e iv. Cabinet signs shall have a non - illuminated background, or an opaque (zero light transmission) background. Approved Sign Criteria Cabinet Face Color: Box signs only approved as secondary signs with opaque background Logo/Graphic Details: Logos/graphics visible from Route 29 may not be illuminated (with the exception of those approved for Target). The proposed blue and white letter face colors and tangerine and white graphic colors don t meet the color coordination guideline. The 2005 Petsmart approval included a Banfield channel letter sign in blue acrylic 2051 to match the swoosh graphic. That sign was not installed. The current proposed Banfield sign is larger and in a more visible location than the 2005 proposal. The addition of the proposed turquoise and white channel letters and the tangerine and white logo colors for this proposal is expected to increase the visual competitiveness of the development, appearing uncoordinated and out of place. This impact would be magnified by the sign s close proximity (65 +/-) to the EC and resulting high visibility particularly when illuminated at night. The proposed blue and white letter face colors and tangerine and white graphic colors don t meet the approved color criteria. However, blue acrylic 2051 was approved for the Petsmart swoosh graphic on the south and east elevations and a white and blue acrylic 2051 graphic for this proposal would be expected to coordinate. The graphic box is a second sign type on this building, but the Petsmart swoosh was approved for the south and east elevations (as replacement for additional channel letters) and it looks appropriate. The proposed Banfield logo is relatively small in size (2.5 x 2.5 ) and is well-integrated with the overall sign in terms of scale and location. Consequently, if non-illuminated, it is not expected to create a negative impact. The proposed graphic box would be visible from Rt. 29 and it is proposed to be fully illuminated, including the background. In this case, the internal illumination and non-opaque background are expected to contribute to visual clutter and an uncoordinated appearance as the building and its signage are viewed at night from the EC. Revise the proposed channel letter face colors to Red PMS 187. Revise the graphic box colors to white and blue acrylic 2051. Revise the proposal to show the logo box non-illuminated. Revise the proposal to show the logo box non-illuminated.
Summary of Recommendations: Staff recommends the following as the primary points of discussion: 1. The compatibility of the proposed blue, white and tangerine sign colors with existing red and blue signs on the building. 2. The compatibility of the proposed logo box with the existing signs on the building. Staff recommends approval of the wall sign with the following conditions: 1. Revise the proposed channel letter face color to Red PMS 187. 2. Revise the graphic box colors to white and blue acrylic 2051. ATTACHMENT A Banfield sign drawing