Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Commercial Signage topic
No spam. Unsubscribe anytime.
Planning board pushes Verizon rebranding sign proposal back for redesign; cautions against red band expanding sign area
Summary
Verizon’s proposed rebrand and storefront sign on Erie Boulevard drew criticism from the Planning Board May 8, which asked the applicant to revise the design so the new red band does not effectively enlarge the sign area and to provide materials that better integrate with the existing building architecture.
Verizon’s retail rebranding plans for an existing store at 3433 Erie Boulevard were discussed May 8. Brian O’Connor, representing the sign contractor, presented a package showing removal of previous signage, painting of portions of the façade and a new Verizon sign band and logo.
Board members raised concerns that the proposed continuous red band across the façade could be interpreted as creating a much larger sign area than the installed channel letters alone. Planning members said altering a large portion of the building façade to create a “band” can amount to a larger advertising surface and could exceed local sign‑size limits if treated as a sign rather than an architectural background. The chair said a preferred solution would be a white or masonry background panel behind the Verizon letters or a more integrated architectural treatment that preserves the building’s proportions.
The board asked Verizon to return with revised sign drawings that either reduce the perceived sign area (by confining the brand panel to a defined backing behind the letters) or provide material samples and a design approach that complements the building’s existing facade elements. The board also requested removal of a note on the drawings implying window graphics would be replaced when no replacement package had been provided; the board asked the applicant to separate interior graphic work from exterior sign permits if necessary.
No vote was taken; the board required a revised submission addressing architectural compatibility and the sign area calculation.
