ARC 2019-08-19_8b Assist Home Loans signMEMORANDUM
TO: ARCHITECTURAL REVIEW COMMITTEE
FROM: MATTHEW DOWNING, PLANNING MANAGER
BY: ANDREW PEREZ, ASSISTANT PLANNER
SUBJECT: CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-008;
REPLACEMENT OF ONE (1) EXISTING WALL SIGN AND ONE (1)
EXISTING GROUND SIGN FOR AN EXISTING BUSINESS; LOCATION
–214 E. BRANCH STREET, SUITE B; APPLICANT – ASSIST HOME
LOANS; REPRESENTATIVE – CHRISTIAN STEARNS
D ATE: AUGUST 19, 2019
SUMMARY OF ACTION:
Recommendation for future action by the Community Development Director will result in
new signage for an existing business in the Historic Character Overlay District (D-2.4)
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
None.
RECOMMENDATION:
It is recommended the Architectural Review Committee (ARC) review the proposed sign
plans and make a recommendation to the Community Development Director.
BACKGROUND:
The subject property is zoned Public Facility (PF), is located in the D-2.4 Historic
Character Overlay District (Attachment 1), and requires review by the ARC for
compliance with the Design Guidelines and Standards for the Historic Character
Overlay District (Design Guidelines) (Attachment 2). The existing wall and ground signs
were reviewed by the ARC and approved by the Community Development Director two
years ago.
ANALYSIS OF ISSUES:
Project Description
The applicant is proposing to replace one (1) existing wall sign and one (1) ground sign
on an existing monument. The proposed signage is subject to the regulation of the
Design Guidelines, which state the preferred materials for sign construction are wood,
metal, or a simulation of these materials. The wall sign is proposed to consist of high
density urethane (HDU) letters and company emblem surrounded by a border. The
ground sign will be scaled down version of the wall sign with the only change being a
Item 8.b - Page 1
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-008
AUGUS T 19, 2019
PAGE 2
slight change to the border. Both signs are proposed to have raised lettering that reads
“Assist Home Loans” with a border to provide some depth and dimension to the sign.
The word “Assist” is proposed be a dark blue, the words “Home Loans” are proposed to
be orange, and the company emblem is proposed to be a combination of these colors
(Attachment 3). Paint and material samples will be available for review at the meeting.
The design and materials for the signs are as follows:
Wall Sign
Materials: 1” thick, carved HDU (high density urethane) lettering
Painted aluminum backing
Colors: Main lettering and trim: Blue (semi-gloss finish for all paint colors)
Secondary lettering: Orange
Company emblem: Blue and orange
Backing: White
Message: Assist Home Loans
Size: 5’-10” x 2’-8” (15.5 square feet)
Locations: Above the main entrance
Illumination: None
Ground Sign
Materials: Carved HDU (high density urethane) lettering
Colors: Main lettering and trim: Blue (semi-gloss finish for all paint colors)
Secondary lettering: Orange
Company emblem: Blue and orange
Backing: White
Message: Assist Home Loans
Size: 3’-3” x 9.5” (2.5 square feet)
Locations: One (1) co-located on monument sign near the main walkway
Illumination: None
The proposed signs meet the specific regulations for business identification signs
identified in Table 16.60.040-A of the Municipal Code.
The proposal meets the general requirements of the Design Guidelines in regards to
number, size and location of the signs. The project proposes painted HDU lettering,
which is the same material as the existing sign and simulates the appearance of carved
wood in compliance with the Design Guidelines. The paint finish is proposed to be a
semi-gloss finish in compliance with the Design Guidelines; however the orange color
may be considered a “bright, intense color” that the Design Guidelines consider
inappropriate for the Village. A recommendation from the ARC on this topic is
requested.
AD VANTAGES:
The proposed signage meets the requirements of the Design Guidelines and the Arroyo
Grande Municipal Code for sign area, number and locations.
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ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-008
AUGUS T 19, 2019
PAGE 3
DISADVANTAGES:
The orange color proposed on the signage could be construed as a bright color that is
discouraged by the Design Guidelines.
ENVIRONMENTAL REVIEW:
The project was reviewed in accordance with the California Environmental Quality Act
(CEQA) and determined to be categorically exempt per Section 15311(a) of the
Guidelines regarding the relocation of an existing sign within the same commercial
complex.
PUBLIC NOTIFICATION AND COMMENTS:
The Agenda was posted at City Hall and on the City’s website in accordance with
Government Code Section 54954.2.
ATTACHMENTS:
1. Project Location
2. Design Guidelines P. 36-38
3. Project Plans
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ATTACHMENT 1
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C ITY OF A RROYO G RANDE GUIDELINES & S TANDARDS FOR H ISTORIC D ISTRICTS
Signs, Awnings and Rear
Entries
SIGNS
General
1. Signs shall meet all requirements of the
Development Code, and the provisions
of these Guidelines and Standards for
the district in which it is located. If a
conflict arises between the Development
Code and these Guidelines and
Standards, the most restrictive
requirements shall apply.
2. All signs, except Community
Development Director approved
window signs, shall be subject to review
by the Architectural Review Committee
(ARC).
3. Signs shall be oriented to pedestrians
and slow moving vehicle traffic. This
means that signs shall be smaller and on
more of a human scale than signs in
other commercial districts.
4. Painted wall signs are not appropriate on
facades of unpainted brick or stone.
Signs painted directly on unpainted or
unfinished walls are not appropriate for
the Village Core Downtown and Mixed
Use districts. Wall signs painted on
finished wood and/or painted brick,
stone or stucco surfaces are allowed
subject to ARC recommendation.
Removing or altering painted signs can
cause damage to the surface material.
Size
1. Signs shall not completely cover kick
plates or window transoms.
2. All signage is included in the sign area
allowed in the Development Code. This
includes window and awning signs,
logos and graphic representations that
identify the business, product sold, or
service offered.
3. Window signs shall not exceed twenty
percent (20%) of the window area in
which they appear.
4. Sign materials and lettering styles shall
be consistent with the historic period.
Location
1. Signs shall be located in relation to the
bays on the façade. Signs shall not
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C ITY OF A RROYO G RANDE GUIDELINES & S TANDARDS FOR H ISTORIC D ISTRICTS
obscure architectural features of the
building.
2.Wall signs shall be located near the
entry to the building to better relate to
pedestrian traffic.
3.Window and door signs shall be applied
where they will not obstruct visibility.
4.Signs on awnings or canopies shall be
placed where pedestrians can see them.
Under-canopy signs are encouraged in
the Village Core Downtown District to
enhance pedestrian orientation, and shall
be counted as part of the total allowable
sign area.
Materials
1.Signs shall be built of wood, metal or
other materials that simulate the
appearance of wood or metal.
2.The use of wood-simulating recycled
plastic material is subject to
Architectural Review Committee (ARC)
approval.
3.High gloss, shiny or reflective surfaces
may be used as accents, but shall not be
used as the predominant sign material.
4.Signs may use raised images or painted
images in their design.
5.Sign materials shall complement the
building material, and shall be in
keeping with the historic character of
the Village.
6.Signs painted on a signboard or other
thin material shall be framed on all sides
to provide depth and a finished look to
the sign. Sign frames shall include
carved or routed details or otherwise be
designed to complement the
architectural design of the building or
district.
7.Interior lit and metal canister, plastic
and vacuum-formed letters or sign faces
are not permitted unless specifically
recommended by the Architectural
Review Committee (ARC).
Colors
1.Sign colors shall complement the
building color scheme.
2.Bright, intense colors are inappropriate
including the use of fluorescent, “neon”
or “day-glo” colors on signs.
3.All applications for sign permits shall
include a sample of the intended color
palette.
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C ITY OF A RROYO G RANDE GUIDELINES & S TANDARDS FOR H ISTORIC D ISTRICTS
Sign Illumination
1.Signs may be externally illuminated
with incandescent lights, or other
lighting that does not produce glare and
is designed to conserve energy.
2.Wall, canopy, or projecting signs may
be illuminated from concealed sources
or exposed ornamental fixtures that
complement the building’s architecture.
3.Window signs and window displays
may be illuminated from concealed
sources.
4.Neon tubing signs that approximate the
appearance of historic neon are subject
to approval of the Architectural Review
Committee. All neon tubing shall be
covered with transparent or translucent
material to prevent rupture or shall be
certified by the manufacturer for safety.
AWNINGS AND CANOPIES
1.Under-awning or under-canopy signs
oriented to pedestrian traffic are
encouraged as part of the overall
signage in the Village Core Downtown
and Mixed Use districts.
2.All graphics, logos, and signs contained
on awnings or canopies shall be
considered part of the total allowed sign
area as defined in the Development
Code.
3.Awning or canopy color and design
should be compatible with that of the
building on which it is attached and
complement those of adjacent buildings,
both in style and color.
4.Canopies and awnings shall be
consistent with the historic period in
regard to size, shape, and materials.
Aluminum, fiberglass and plastic
awnings or canopies are not appropriate.
The use of loose valances and traditional
vintage-stripped awning material is
encouraged. Canopies and awnings
consisting of materials stretched taut
over a rigid framework are not
appropriate.
REAR ENTRIES
1.Rear entries are traditionally plain and
unadorned. Common materials include
brick, stone, boards and battens and
wood siding, and these are acceptable
for new construction or renovation.
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ATTACHMENT 3Item 8.b - Page 8