Commission continues Fifth Third Bank rebranding sign case after height, association issues raised

Planning staff reported that Fifth Third Bank’s rebranding sign package for the branch at 2055 Alexandria Way would exceed the local sign-height limits set in the Alexandria Square sign criteria unless the shopping-center association or property owner agrees to a modification.

Staff said the proposed set includes three wall signs totaling just under 52 square feet, which is within the allowed overall area for the site. The primary deficiency is the south elevation sign height: the bank proposes approximately a 5.5‑foot letter height and a 3.5‑foot logo, exceeding the 36‑inch maximum on buildings of that size; the commons rules would allow larger letters only for major tenants occupying much larger buildings. Staff discussed whether a reciprocal easement or prior agreement between property owner and existing tenant might affect permitted size, but said any variance beyond the association’s sign criteria would require association approval or a formal modification to the sign criteria enacted with planning commission review.

Commissioners and staff discussed options the applicant could pursue: (1) reduce the sign dimensions to comply with the current Alexandria Square criteria, or (2) request an amendment to the association’s sign criteria and bring that change to the commission for review. Staff noted reducing letter height would degrade logo visibility; altering the sign criteria could enable a larger allowed height but would require association concurrence and additional review time. The applicant said they would consult the association and return when a path forward was clear.

The commission continued the application to the June meeting to allow the applicant to work with the property owner and association and to return with either a compliant revised design or documentation seeking a modification to the Alexandria Square sign criteria.