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Commission approves illuminated olive-leaf logos for Farmers Best Market but not the tagline
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Summary
Vernon Hills planning commissioners decided the olive-leaf graphics count as signage, approved the main wall sign plus two illuminated logo elements (but not the proposed tagline), and will forward a recommendation to the Village Board; the store expects to open mid-May.
The Planning & Zoning Commission recommended approval of sign-code relief allowing Farmers Best Market to keep its primary wall sign and two additional olive-leaf logo elements on the front facade of the former Bed Bath & Beyond space at 413 N. Milwaukee Ave., but the commission declined to allow the proposed tagline "a market worth knowing." The commission’s recommendation includes conditions on logo orientation and illumination and will be packaged for Village Board discussion on May 5.
Sung Park, who presented on behalf of Farmers Best, said the tenant needs stronger visibility on the nearly 300-foot frontage and that the design seeks to balance the primary sign with two leaf graphics to mark the main entrance. “...they need some signage to bring in the crowd,” Sung Park said, arguing the extra graphic elements will improve customer wayfinding from the busy corridor.
Staff context: planners said the site’s primary wall sign already approaches the code’s 256-square-foot limit (the existing main sign measures roughly 252 square feet). The commission debated whether the two olive leaves should be classified as part of the sign area (staff advised the sign code is broadly written and commission precedent sometimes treats integrated design elements as architecture rather than signage).
Commission discussion focused on three questions: whether the leaf graphics are part of the allowed sign area, whether they should be illuminated, and whether the tagline should be permitted in addition to the primary sign and leaves. Several commissioners said the leaves function as branding and should count toward square footage; others worried trees and landscaping in front of the center would obscure smaller text such as a tagline.
Votes and outcome: A first omnibus motion that sought broader approval failed on roll call. Commissioners then voted to recommend approval of a narrower package: the primary Farmers Best wall sign (about 252 sq ft) plus two logo leaves (about 40 sq ft each) for a combined total of roughly 332 sq ft, and the commission also approved a separate motion allowing illumination of the leaves and a condition that the leaf graphics be oriented consistently (all facing in or all facing out). On the final motion the roll call was 6–1 in favor; Commissioner Cotton recorded the lone no vote. The commission will forward its recommendation and conditions to the Village Board for final action; planners said the store aims to open in mid-May and staff will coordinate sign permitting and any required adjustments.
Next steps: the commission’s package goes to the Village Board as a committee-of-the-whole discussion on May 5, which staff said will still allow time to approve signage before the store opens.
