CVS proposes updated illuminated signage on Lincoln Road amid historical regulations

A proposal for new illuminated signage at CVS Pharmacy on Lincoln Road has captured the attention of the Historic Preservation Board during their recent meeting. The application seeks a certificate of appropriateness to update the store's exterior signage, which has remained unchanged for nearly two decades.

The CVS store, located between Washington and Collins, is situated in a special signage district known for its vibrant mid-century character, featuring larger-than-life signs with dynamic elements. The proposed signage will utilize GE Tetra contour LED tubes, mimicking the classic neon look while offering improved durability and reduced maintenance issues.

Jennifer Ronenberger, representing CVS, detailed the changes, highlighting a significant reduction in sign size. The main identification sign will shrink from 208 square feet to 33 square feet, while the grocery sign will decrease from 71 square feet to 26 square feet. The MinuteClinic sign will also see a reduction from 80 square feet to 44 square feet. This downsizing aligns with the brand's new health care initiative, which emphasizes a modern and cohesive identity.

The board expressed general support for the proposal, noting that it aligns with the spirit of the Lincoln Road signage regulations. They encouraged the applicant to consider adding animated elements to enhance the whimsical character of the signage. The decision on the application is anticipated to contribute positively to the aesthetic and cultural landscape of Lincoln Road, reflecting a blend of historical significance and contemporary branding.