Wayfinding study draws caution from Historical Commission over 'sign clutter' and historic destinations

The Southborough Historical Commission discussed a townwide wayfinding and branding study June 24 and expressed concerns that a large new signage program could create visual clutter and miss important historic destinations.

Assistant Town Administrator Vanessa Hail and the consultant Stantech presented the study to the select board earlier in the week; Miller summarized the presentation and said the commission had provided feedback about missing destinations (the community house, the rural cemetery, the Brunett burial park and the town common). Commissioners voiced shared concerns about sign quantity, cost and historic sensitivity. "I feel like it's getting a little too cluttered," Commissioner Michelle Hogensson said, reflecting a common sentiment from the commission.

Miller said he advised the consultant that the report omitted several heritage sites and argued for adding them to the destination list. He also relayed resident concerns heard at the select board meeting about visual clutter and urged restraint in sign placement and content. Commissioners discussed funding pathways, including a potential second grant (a "one-stop" part two) and CPC involvement; several members emphasized that if signs proceed they should be designed and sited to respect Southborough’s historic character and avoid over-signing Main Street.

The commission offered to serve as a technical reviewer for historic destinations and content if the wayfinding effort moves forward; members said their role is to advise on what should and should not be included, not to lead the project. Miller said the consultant’s early logo concepts originally gave prominence to the Sudbury Reservoir dam but later iterations incorporated a more locally recognizable structure (the rural cemetery water tower) after community feedback.