Hinsdale planning commissioners continue sign-permit request for 25 West Chicago Avenue

The Hinsdale Planning Commission on March 12 continued review of a sign permit application for 25 West Chicago Avenue, where a Coldwell Banker team and the Don McKenna Group proposed two illuminated signs and a black awning for the building's historic façade.

Commissioners said the proposal raised concerns about visual clutter, wayfinding from busy Chicago Avenue and the potential impact on the Lincoln-facing side of the structure. The commission asked the applicant to return with alternate concepts that consolidate the two signs into a single, cohesive element or otherwise reduce visual clutter. The item was continued to the commission's April 9 meeting by unanimous roll-call vote.

The applicant, identified in the public record as Julie, told the commission the plan is to replicate a previously used reverse-lit channel sign on the building's pediment and to add a black awning with the Coldwell Banker logo across a storefront window. She said the proposal responds to the presence of two business lines at the address and the limited signage area on the Lincoln-facing façade. "The lights will be in accordance with zoning code, the 50 foot candles. And, we will do something 3,000 Kelvin or warmer," Julie said, describing the illumination plan.

Commissioners pressed the applicant to consider several design changes: placing all business identification on a single sign on the prominent face of the building; reducing the prominence of an abbreviated logo treatment that some commissioners said "jumped out" at them; and sizing or re-siting an awning so it marks the actual entry rather than a center opening between two doors. One commissioner noted the building has two street numbers in appearance — 25 West Chicago (the leased address) and 5 North Lincoln (a historic address the applicant said is not currently in use) — and suggested clearer wayfinding for visitors.

Other details discussed included on-site parking signage (the applicant estimated roughly 15 signs in the property's parking area), the color and extent of new paint and planters, and how an unused door would be visually downplayed so visitors are not confused. Commissioners recommended the applicant bring multiple design options (A/B/C concepts) and work with staff planner Bethany before returning.

Dozens of verbal exchanges during the hearing focused on aesthetics rather than regulatory compliance; staff and the applicant agreed the combined square footage of the two proposed sign faces would remain within the overall area that the zoning code allows for a single sign, but because the request would create two distinct sign faces the application requires a variance. Because the commission wanted to see alternate, consolidated layouts, commissioners voted to postpone final action until the April 9 meeting.

Votes at the March 12 meeting to continue the sign-permit review were recorded as: Commissioner Curry ' Aye; Commissioner Krellenberger ' Aye; Commissioner Cernovich ' Aye; Commissioner Willoughby ' Aye; Chairman Cashman ' Aye. The motion to continue was seconded by Commissioner Claire Krellenberger.

The commission did not approve the permit at the March 12 meeting; applicants are expected to return with revised design options that address the commission's aesthetic concerns and wayfinding suggestions.