Planning board pushes back on proposed signage for 445 East State (Theory); asks for less intrusive options

Developers for the Theory residential project at 445 East Street presented a revised signage package to the Planning and Development Board on Sept. 23; the board did not vote and directed the applicant to return with alternative designs.
The applicant said the revised package removed a blade sign previously proposed for the 6 Mile Creek side and reduced the archway (gateway) sign to 50 square feet while changing illumination from internally lit channel letters to halo (backlit) lettering at 4,400 K. The applicant brought renderings showing a blade sign at the State Street frontage and a gateway sign recessed over the courtyard entrance.
Board members objected to illuminated signs for a fully residential building, questioned the blade sign’s height and projecting form, and said the proposed colors and cursive brand lettering were visually inconsistent with the building materials and the nearby historic context. Several members recommended either no illumination or building-mounted letters lower at the entrance, using gooseneck or accent fixtures and finishes compatible with the façade. The director and board also advised coordination with an adjacent monument being planned on the site so signage does not obscure or compete with that feature.
The applicant said some of the signage locations are constrained by site geometry and that they intend the blade sign to aid wayfinding for the courtyard and the parking access. Board members suggested alternatives including a flat building-mounted sign instead of a projecting blade sign, reduced scale, and non-illuminated materials. The board asked the applicant to return with options that better match the building’s industrial aesthetic and that avoid backlit signage for a 100% residential project.
No formal action was taken; staff and applicants will rework options and return for review.