The City of Monona Plan Commission approved a request allowing a secondary LED‑illuminated wall sign for Featherstone Periodontics at 220 West Broadway after debate over size, measurement and how multiple tenant signs should be handled.

Applicant representative Matt Streep of J and B Signs said the practice is seeking a 101.13‑square‑foot illuminated sign above a secondary entrance to aid wayfinding as the tenant anticipates opening in January. City staff noted the building's allowable wall sign area is 115 square feet based on frontage and also pointed out an existing Madison Pediatric Dental sign on the same building that already exceeds the allowance at 138 square feet. Staff told the commission the application therefore requires two special exceptions: allowing multiple wall signs on a single facade and exceeding the allowed area.

Commissioners discussed alternatives for measuring sign area (the smallest rectangle that fits the entire message versus boxing individual elements) and whether the proposed sign fills the available masonry band on the facade. Some commissioners favored the exception because of the building's setback from the road and the need for wayfinding; others said the proposed sign looked large in proportion to the facade and suggested centering or trimming the sign.

After a failed motion to approve with custom findings that would have reduced the measured message area, the commission adopted the staff recommendation with conditions, including findings that account for separate element measurement and conditions of approval contained in the staff report. The chosen action permits the special exceptions while directing staff to include the recommended conditions.

The decision was made by voice vote after deliberation; commissioners recorded a majority in favor and one recorded opposition on the voice tally. The commission's action clears the way for the applicant to pursue final sign permitting with the conditions listed by staff.