Alpharetta council denies Activate Games request for third wall sign amid aesthetic, precedent concerns

The Alpharetta City Council on Monday voted to deny a sign-exception request from Activate Games that would have allowed a third wall sign on a commercial building at 3020 Windward Plaza.

Director Cook told the council the requested additional sign—about 34–35 square feet—would keep the building’s total signage under the maximum allowed by the Unified Development Code, and staff recommended approval. Cook said the city counts only the actual letters when measuring a wall sign, not painted background bands, unless the background is part of the sign structure.

Council members pressed that the sign’s dark-blue background and corporate logo make the trio of signs appear visually imposing and expressed concern about setting a precedent that could commercialize the Windward Terraces area. Councilman Dorito moved to deny the exception; the motion was seconded by the mayor pro tem and carried. The mayor announced, “It was denied. 5 1.”

Marcia Jones of Signal Signs, who spoke for the installer, said the colors used are the tenant’s corporate identity and that the company intentionally made the two existing signs smaller so a third could fit within total allowed square footage.

Councilors asked staff to consider whether ordinance language should be tightened—particularly about painted backgrounds or applied areas that read as logos—so future cases give clearer guidance to applicants and reviewers.

The denial leaves the current two wall signs in place; staff indicated a design-review condition could be applied to future sign approvals.