SIGN TOOL KIT FOR

LOCAL AREA BUSINESSES

American Planning Association

August 12, 2010Prepared by the Village of Arlington Heights

Intent

� January 2007, the Masterplan for the Downtown

� Evaluate signage for the downtown

� Design Commission made recommendations to modify the code

� Modification adopted:

� Blade Signs

� Plaque Signs

� Design Considerations:

� Blade Signs shall be a minimum of 1/8 inch thickness, with dimensional graphics of a minimum of 1/8 inch thickness or a substantial quality rigid material…The overall sign shall be in harmony with the branding of the store…

Intent

� February 2009:

� All permit reviews for signage

� More front counter communication with petitioners

� Discussions began on code modifications for the Sign Code

Code vs. aesthetics

Code is being addressed

� 15 foot height for ground sign

� 40 square feet

However the vision of signage along Northwest Highway and along other major corridors was not being addressed.

ISSUES

� Code was modified to allow more flexibility and creativity.

� Why was the Village not seeing better signage?

� Why are business owners and retail tenants not taking advantage

of more signage?

Purpose of Sign Tool Kit

� IDENTIFY

� Current Issues ; present as a business tool

� Highlight Code Modifications

� ILLUSTRATE

� Branding and Identity through signage

� Case Studies of Positive examples

� Visual Preference Survey

� COMMUNICATE

� Customer oriented approach

Sign Tool Kit for Local Area Businesses

� Menu and array of choices for signage for businesses:

� Positive examples

� Creative solutions

� Employ a variety of tools for branding and identity.

Sign Tool Kit for Local Area Businesses

ILLUSTRATE : Downtown Signage

Branding & Identity as Creative Solutions

Good branding looks at an overall cohesive

approach to image and marketing

Many tools a business can use to highlight

their storefront

creative signage

theme of business

architectural features

Signs are thought of as a part of a package

to compliment overall image of the business

SIGNS IN THE DOWNTOWN : overview

FACADE SIGNS: 4 types permitted

1. wall signs

2. blade signs

3. plaque signs

4. awning signs

Of the four types, a business may choose two.

Blade Sign Awning Sign

Wall Sign

Plaque Sign

SIGNS IN THE DOWNTOWN : wall signs

Wall Sign & Awning Sign

WALL SIGNS

One is permitted per street frontage.

For each linear foot of storefront, one

square foot of sign is allowed.

Sign should be harmonious with adjacent

signs and structures. It should respect the

architectural details.

SIGNS IN THE DOWNTOWN: blade signs

BLADE SIGNS:

One is allowed per street frontage

Name or logo is permitted

Intent is to attract the attention of

pedestrians

3 square feet

8 foot minimum height above a

sidewalk

SIGNS IN THE DOWNTOWN: plaque signs

PLAQUE SIGNS:

May be mounted flush to a wall or near the base of a

building.

2 allowed per street frontage

One and a half square feet per sign, 3 square feet total

SIGNS IN THE DOWNTOWN: awning signs

AWNING SIGNS:

Should be compatible with the architecture of the building

Long continuous awnings are discouraged

Signs are allowed on awnings, up to 20%

Awnings are a way to unify the storefront, attract appeal and add an instant eye catching graphic element.

SIGNS IN THE DOWNTOWN : additional

Window signs:

Permits are not required. This is signage that a retailer may use for

special sales or events. This is a bonus sign in addition to other signs

allowed in the downtown.

Permanent signs on windows are allowed up to 20%

Temporary signs on windows are allowed up to 20%

Window Signs

Design Considerations: High quality graphics that promote a cohesive and

tasteful display are encouraged. Carefully constructed artistic signage is

encouraged to brand the store and maintain the identity of the retail center.

Low quality paper banners and vinyl stick- on lettering are discouraged.

Window signs placed on the exterior shall be the thickness of one layer of paint

or film.

Menu Boards in Downtown

� Currently several restaurant have menu boards adjacent to their

restaurants.

� Recent change represents current practice by restaurants in the

downtown.

Pamela’s Parkside GrillCalifornia Pizza Kitchen Bangkok Cafe

Menu Boards in Downtown

� Menu Board. Each restaurant is permitted to have one menu

board. A menu board may be no larger than six square feet,

may be internally illuminated, and must be mounted on a wall

near the main entrance of the restaurant. A menu board may

not be freestanding.

Signs in the Downtown : Ground Signs

Ground sign :

25,000 sf of parcel size

20 foot setback for placement

10 feet in height, 35 square feet

Must be landscaped with ample landscaping

Village Wide Signs

Manual Change Bulletin Board

Showcase positive examples

Use graphics to highlight the code

Encourage good design

Multi-tenant Signs

On a multi- tenant sign is which sign is more readable to the user?

Which design captures more attention?

Single Tenant Signs

Encourage signs to be compatible with the architecture

Use similar materials and detailing

ILLUSTRATE : Project Highlight

Feature a business that uses good graphics

and meets the code.

Creative use of sign

Uses all elements of the sign code

Creates an identity

Uses marketing successfully

ILLUSTRATE : Visual Preference Survey

Which sign has more design appeal, Sign A or Sign B?

Rate on a scale 1 – 5

(1 is least desirable and 5 is most desirable)

A. B.

ILLUSTRATE : Visual Preference Survey

Which sign has more design appeal, Sign A or Sign B?

Rate on a scale 1 – 5

(1 is least desirable and 5 is most desirable)

A. B.