Dallas sign committee approves two 185-square-foot Total Wireless channel-letter signs at 541 W. Jefferson Ave.

The Special Sign District Advisory Committee unanimously approved certificates of appropriateness for two 185-square-foot LED illuminated channel-letter signs for Total Wireless at 541 West Jefferson Avenue on June 17, 2025.

Staff presenter Scott Roper explained the applications (CA 2503121101 and CA 2503121104) were submitted by Shabila Seghani of Sarani Signs for two identical flat-mounted channel-letter signs, one facing Jefferson Boulevard and the other facing Llewellyn Avenue. Each sign was described as 18.5 feet wide by 10 feet tall (185 square feet), with red, white and turquoise colors, a white face on the letters and a turquoise back glow, and LED illumination.

Staff materials said the site lies within the Jefferson Area Special Purpose District (PD 316) and cited the applicable code section referenced in the application materials as 51PDash316Dot113JeffersonAreaSpecialPurposeDistrict. Roper noted the drawings did not clearly show the building's perforated block façade in one view, and staff required the engineering to reflect attachment to the perforated (block) wall. A committee member asked whether the screen (perforated wall) would remain; staff confirmed it would and that the engineering must account for it.

A committee member observed temporary banners already on the building visible in online imagery; Roper said the ordinance allows temporary banners for up to 60 days while the application process is pending. Another member questioned the effectiveness of a halo (backlit) effect over a raceway on a perforated wall; several members agreed they were unsure how the halo would read over the perforations but said staff recommendation carried weight in their decision.

Committee members agreed to take the two applications up together. Todd moved to join review of the two applications; Commissioner Hall seconded. That procedural motion passed on a roll-call vote (Todd, Murphy, Commissioner Hall, Vice Chair — all in favor). Todd then moved to approve the certificates of appropriateness for CA 2503121101 and CA 2503121104; Murphy seconded. The committee voted by roll call with Todd, Murphy, Commissioner Hall and the Vice Chair voting yes; the motion passed unanimously.

The committee recorded that the signs' engineering must reflect the perforated block façade attachment and confirmed existing temporary banners were permitted up to the ordinance limit while the permits were processed. No additional conditions beyond the engineering clarification were recorded in the meeting minutes.

The Special Sign District Advisory Committee then moved on to other agenda items.