Board approves 99.2 sq. ft. halo-lit Advisor360 sign at 400 First Avenue

The Needham Design Review Board on July 14 approved a halo-illuminated channel-letter sign for Advisor360 at 400 First Avenue, the tenant space within the building that houses TripAdvisor. The applicant, represented by Gary McCoy of Pointe Signs, presented the proposed reverse/halo-lit channel letters and explained the sign-size calculation used was the same method applied when TripAdvisor’s sign received preapproval.

McCoy said the applicant is using the same approach the board accepted previously for the building: "We have preapproval for the sign location and the size and conditions on construction," he said, noting the earlier approval allowed similar signage for forthcoming tenants under the condition that signage be halo illuminated and be no larger than 100 square feet. The Advisor360 sign was measured at about 99.2 square feet in the application; the board and applicant discussed how logos and dead space were being counted in the square-foot calculation.

Board members said the sign looked appropriate on the building and confirmed the measurement methodology; there were no additional conditions. A roll-call vote recorded Millie Bridal, Steven Dornbusch and Felix Zemmel voting yes; the motion to approve the sign as proposed passed unanimously. The board reminded the applicant to coordinate with Alisa Litchman to provide the signed approval for the building-permit record.

The application materials show the proposed letters will be painted in two shades of blue and mounted to a screening system that masks rooftop mechanical equipment. The board and applicant spent time clarifying the square-foot calculation to ensure the sign remained under the 100-square-foot threshold that the board had discussed previously for signs visible from Route 128.