STAFF BRIEF. Identifying Sign Design and Principles Pages:

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1 Community Planning and Development Denver Landmark Preservation 201 West Colfax, Dept. 205 Denver, CO p: f: STAFF BRIEF This document is the staff s comparison of the Secretary of the Interiors Standards for Rehabilitation, Design Guidelines for Denver Landmark Structures and Districts, the Landmark Preservation Ordinance (Chapter 30, Revised Municipal Code) and other applicable adopted area guidelines as applied to the proposed application. It is intended to provide guidance during the commission s deliberation of the proposed application. Guidelines are available at Project: #2016-CSP-004 LDDRB Meeting: December 13, 2018 Address: 1601 Market Street Staff: Brittany Bryant & Year structure built: Under construction (Period of Significance: ) Brandon Shaver Applicant: Continuum Partners Stantec Past LDDRB Action: Meeting: March 1, 2018 Description: Comprehensive Sign Plan Motion by M. Coughlin: I move to recommend conditional approval of the application 2016-CSP , the Comprehensive Sign Plan for, 1601 Market Street, Market Street Station, as per design guidelines related to signage, presented testimony, submitted documentation and information provided in the staff report with the following conditions: Touch screen displays are removed from the Comprehensive Sign Plan. The three building blocks are defined for purposes of clarifying where the upper-story wall signs may be located. The three bracket options that are recommended for projecting signs are approved but future sign applicants may submit other bracket designs with their projecting sign applications. The two Project ID arcade signs located at the entrances to the paseo/arcade come back for review and approval by the LDDRB. Second by: B. Gibson. Friendly amendment by R. Falkenberg: To clarify, the first condition, be that the touch screens are to be removed, the directory signs are to remain, but should be non-dynamic and not internally lit. Amendment accepted by M. Coughlin and B. Gibson. Vote: Unanimous in favor (6-0), motion carries. Project Scope Under Review: Amendment to the approved CSP to Sign Regulation and Allocation table on page 3.1 and a new section to include 2 nd and 3 rd level tenant signs (section 7 of the document) 2 nd and 3 rd Level Sign Types: Identifying Sign Design and Principles Pages: Color: A. Wall Signs Yellow 7.8 E. Projecting Signs Purple 7.9, bracket options , light fixture options 4.9 I. Window/Door Signs Teal 7.10 Staff summary: The property owner, Continuum Partners, and the applicant, Stantec, are requesting an amendment to the approved Comprehensive Sign Plan for Market Station. Two amendments are proposed, one to provide further clarifying language regarding maximum sign area for wall signs, for both tenants and the project ID wall signs, and clarifying

2 language regarding arcade signs, for both tenants and project ID arcade signs. The proposed language clarification does not change pervious LDDRB approvals nor allow for additional sign allowance in terms of size. The second amendment will allow for second and third floor tenants in building 1 (see page 2.4 for Building Identification) to potentially have projecting, wall, and window signs above the first floor. The amendment allows second and third floor tenants with direct street access to place a projecting sign between the first and second floor slab. Tenants that anchor the corners of Blake and Market Street along 16 th Street also have the option of a corner projecting sign. Each tenant on the second and third floor are limited to 1 projecting sign per frontage. Tenants on second and third floor with direct street access may place wall signs above the ground floor windows, the second-floor windows or above the third-floor windows, however, these signs must align with their entrances at the ground floor. Tenants on the second or third floor without direct street access (i.e. a shared entrance through lobby) may place wall signs above the second-floor windows or above the third-floor windows, dependent upon which floor they occupy. Each tenant on the second and third floor are limited to 1 wall sign per frontage. Finally, the amendment will allow second and third-floor tenants window signs in the second-floor windows and third floor windows. Tenants on the second floor may fully occlude their windows while tenants on the third-floor are limited to the bottom 20% of the third-floor windows. The CSP for Market Station qualifies as a large facility CSP per the Denver Zoning Code (Section ) and was fully approved on April 26, Excerpted from Design Guidelines for Lower Downtown Historic District (2002) Sign Planning & Design Standards & General Principles 1.1 Plan signage on a building and site carefully 1.1a Ensure that design, size, placement and graphic format of signs are integrated and compatible with the building and site. 1.1b Coordinate signage size, location, materials and placement on a building to correlate with other adjacent buildings and the surrounding context. 1.1c Design signage to attract customers, but also to be subordinate to the historic architecture and surroundings, and compatible with surrounding uses. 1.1f Use a variety of signage types to create visual interest and appeal following the sign hierarchy diagram in Figure 1, page A-8.. Meets Standards & Guidelines? Comments Market Street Station is a multistory building with a 4-6 story base. A CSP is intended be a coordinated system of signage. However, the proposed second and third floor tenant signs are not coordinated with adjacent buildings or the surrounding context. Projecting signs are not found above the ground floor level in Lower Downtown. Lower Downtown does have a few upper story signs; however, these principally identify primary tenants and/or the building. Market Station will have upper story Major Tenant signs that is typical of the district, however individual tenant signs above the ground floor are not found. Wall signs above the ground floor storefront are a traditional sign location in Lower Downtown and

3 are consistent with sign locations of Building 2 and 3. Window graphics in Lower Downtown are typically located at eye level or in the transom above the storefront. Graphics that fully occlude the windows are not found in the surrounding context. 1.2 Design Signs to enhance impact on the pedestrian realm, not to maximize square footage or number of signs allowed by zoning. 1.2a Design signs to be human-scaled rather than automobile-oriented so they are easily viewed by pedestrians at sidewalk level. 1.2b Create signs that are attractive and readable during the day and at night. 1.2c Use signs to highlight pedestrian entrances to businesses and multi-family buildings. 1.2d Provide small pedestrian-friendly signs off alleys when customers are anticipated to access alleys for services. 1.2e Consider street trees and other streetscape amenities when determining signage design and placement. Clarifying language has been added to the maximum sign area section on page 3.1. The approved CSP allows all wall signs to be 200 square feet. The amendment limits tenant wall signs to 40 square feet and allows Project ID signs to be 200 square feet, with additional size restrictions defined by the sign location on the building façade. The approved CSP limited all arcade signs to 10 square feet. The amendment allows Project ID arcade signs to be 200 square feet and tenant arcade signs to be 10 square feet. The original CSP also included two project ID arcade signs at the paseo and arcade entrances (overall elevations 2.12 and 2.16). These arcade signs were always intended to be larger than 10 square feet and were approved theoretically by the Board with the condition that they return for Board review and approval. On July 12, 2018 the Board reviewed and approved two project ID arcade signs of 114 square feet and 167 square feet (#2018-COA-242). The signs located above the ground floor for second and third floor tenants are not easily viewed by the pedestrian at the sidewalk level. These signs do not necessarily highlight entrances. Only tenants with direct street access are required to locate their wall sign near the tenant entrance.

4 Intent Statements: 1.3 Coordinate signage on buildings with multiple tenants. 1.5 Plan signage to emphasize and reinforce a building s architecture. 1.3a Coordinate sign locations, types and sizes to create consistency in business identification among multiple tenants. 1.3b Do not use projecting signs for tenants without direct street access. 1.3c Use a tenant panel or directory sign at first floor level to identify upper-floor tenants. 1.3d Do not use more than three sign types per tenant and/or building if possible. Projecting signs are proposed only for tenants with direct street access. However, the linear frontage of these tenants has not been defined in the CSP nor where these entrances are. Projecting, wall, and window signs are proposed for tenants that are located above the ground floor. The guidelines recommend a tenant panel or directory sign at the firstfloor level to identify upper floor tenants. Wall signs above the ground floor storefront are a traditional sign location in Lower Downtown and are consistent with sign locations of Building 2 and Locate signage on a commercial building consistent with traditional signage patterns. 1.4a Locate signs at the pedestrian first-floor level of the building at or near the business entry. 1.4b Place a sign above or near the primary entrance to an establishment, preferably in a traditional location such as a historic sign band to avoid obscuring architectural details. 1.4c Integrate signage into the architectural design of new buildings, particularly sign bands and canopies at building entries. Use an existing sign bracket, if possible. Signs are not placed in traditional sign patterns. Signage located above the ground floor in this district typically only identify the primary tenant and/or building name. Signs are not located at the pedestrian first-floor level nor will they necessarily be located at or near the business entry. Wall signs above the ground floor storefront are a traditional sign location in Lower Downtown and are consistent with sign locations of Building 2 and Design signs to minimize visual clutter. No Staff is concerned that Building 1 will be overly cluttered with signs. Building 1 has the potential for projecting, wall, plaque,

5 1.6a When planning signage for a new use, remove remnants of old signage that will not be reused, such as sign brackets and conduit, and appropriately patch any resulting damage or holes. 1.6b Maximize sign impact and minimize visual clutter by limiting the number of signs per use to three signs whenever possible. 1.6c Do not overpower a historic building or district with repetitive signs on a historic façade or site. window/door signs, canopy or awning, and arcade signage at the ground level. Upper floor tenants have the option for projecting, wall, and window signs. At certain locations signs may potentially stack atop one another. For example, all upper floor projecting signs along 16 th Street are above ground floor projecting signs. Wall signs for upper floor tenants may be located directly above an awning, canopy, or arcade sign for a ground floor tenant. There is no language limiting the placement of signs in relation to other signs on the building for upper floor tenants. 1.7 Create signs using high quality materials and finishes that complement the durable materials found on historic buildings. 1.7a Use permanent, durable materials such as metals, metal composites, and other high quality materials. 1.7b Do not use signs with plastic faces, although acrylic may be used for lettering and logos adhered to storefront windows and doors. 1.7c Create well-crafted signs of high quality construction with durable finishes. 1.7d Avoid using reflective materials 1.7e Use newly created materials if they meet the intent of the design guidelines in this chapter. Yes Proposed signs for the second and third floor tenants must meet the required material approaches for wall and projecting signs found on 4.2 and 4.6 respectively. Window graphics are also proposed to meet the material construction standards previously approved.

6 Intent Statement 1.9 Locate and design illumination to minimize impacts on a historic building and its surrounding context. 1.9a Do not use an internally-lit plastic or glowing box. 1.9b Locate the power source for signs so that it is not visible on a building façade. 1.9c Do not install exposed conduit, races or junction boxes on the primary elevation of a building. 1.9d Do not cast light on adjacent properties or upper-floor residences. 1.9e Direct lighting toward a sign from an external shielded lamp if possible. 1.9f Use simply designed unobtrusive lamps, such as goose neck lamps or simple contemporary fixtures, for external lighting sources. 1.9g Use halo, LED or exposed neon for lighting signs when externally focused lighting is not possible. 1.9h Use a warm temperature of light, similar to daylight. 1.9i Ensure lighting type, design, size and numbers correspond with signage and building design. Maybe Proposed signs for the second and third floor tenants must meet the required illumination approaches for wall and projecting signs found on 4.2 and 4.6 respectively. Window graphics are also proposed to meet the illumination standards previously approved, however, the CSP states that illumination for 2 nd level tenants will have an added impact; therefore, it is possible these will potentially feature more illumination components than window graphics found at the ground floor. Sign Types Standards & Wall Signs Meets Standards & Guidelines? Comments 3.1a When using an existing sign band, provide space between the sign and the sign band border or edge to follow a traditional application. 3.1b When using an existing sign band, keep signage flush to the wall surface. Yes Wall signs are intended to be a tenant s primary sign type with all other signs secondary to the wall sign. All signs will be constructed of high quality materials. Tenant Wall signs are limited to one per tenant per frontage.

7 3.1c Do not design wall signs that project in front of adjacent architectural details, such as a wall band frame. 3.1d Do not use internally lit boxes. If a tenant has direct street access, it must be located above the entrance. If a tenant has a shared entrance, it must be located on the floor the tenant occupies. 3.1e Mount directory signs for upper-story tenant on wall next to entry providing access to these businesses. 3.1f Ensure signage is compatible with building architecture. 3.1g Limit wall signs to 1 sign per building façade, except for unusual circumstances as denoted in these Standards and Guidelines, with sign size and design in scale with building architecture and surrounding context. 3.1h Use wall signs in combination with a projecting sign or window signage. 3.1i Painted, individually lettered or solid backed wall signs made of one or two durable materials, such as aluminum, bronze, or high quality manmade materials, are generally appropriate. 3.1j When designing signs outside of sign bands, signs can have a little more depth, typically up to 3-1/2 inches. Deeper signs often have a clunky appearance and are not subordinate to the architectural details of the structure. 3.1k Consider a slightly arched wall sign that is not flush on the wall, extending up to 2 off the wall plane, on a large undecorated wall surface outside of a wall band. 3.1l Design directory signs as flush-mounted unlit or externally lit signs. Sign Types Standards & Window & Door Signs Meets Standards & Guidelines? Comments Window Signs 6.1 Use storefront windows as supplemental signage while also maintaining transparency to and from a business. No Window signs are not at the pedestrian level and on the second floor are proposed to cover the window entirely.

8 6.1a Plan window signage to draw the pedestrian s eye into a business and to create additional interest. 6.1b Ensure that signage covers no more than 20 percent of a window area to ensure visual transparency in and out of shop windows. 6.1c Limit opaque and solid materials to no more than 10 percent of a window s area, and place appropriately to avoid blocking visibility in and out of a window. 6.1d Use painted, individual lettering or other transparent forms, rather than signs with solid backing or banding in most cases. 6.1e Use window signage to provide supplemental information on products, services and atmosphere, such as Fresh Oysters, Fine Dining and Fun Times, not available on other sign types. Window graphics at the second and third floor are also encouraged to have a solid design. Staff is concerned that the full covering of the second-floor windows with graphics will significantly alter the solid to void relationship of this building and not allow it to read contextually to the Lower Downtown Historic District. Finally, window graphics are intended to provide information not found on other signs, such as hours of operation or supplemental information. The proposed graphics will be advertisement opportunities, outside of historic sign patterns found in the Lower Downtown Historic District. 6.1f Avoid repeating business wording and logos in every window when this information already exists on other signs. 3.1l Design directory signs as flush-mounted unlit or externally lit signs. Sign Types Standards & Projecting Signs 7.1 Design projecting signs to be three-dimensional iconographic and vibrant images to enhance the pedestrian experience. 7.1a Create eye-catching and well-crafted threedimensional objects to portray a business persona or service with as few words as possible. 7.1b Keep wording and logos to a minimum on a three-dimensional object, but ensure any wording is readable. The sign should not be the main business signage for the use. 7.1c Propose projecting signs to be sculptural, threedimensional objects which are either literal forms or abstracted interpretations. Meets Standards & Guidelines? Comments Projecting signs are encouraged to be eye-catching, well-crafted and three-dimensional objects. Limiting language on projecting sign size for the second and third floor tenants has not been provided. On page 4.6, ground floor tenants can only have a projecting sign of 12 square feet. If the Board allows these tenants to have projecting signs, limiting language should be added to the allowance section to match the requirements of projecting signs for ground floor tenants. Three bracket types are proposed to secure projecting signs to the building façade. These brackets are

9 the options approved by the Board on pages d Limit rectangular forms, cut-out logos or built-up layers of flat stock to the minority of the overall sign area. 7.1e Locate projecting shaped signs at or immediately above ground level, advertising uses with direct street level access (e.g., ground floor, garden level, etc.). 7.1f Design shaped signs so that the image, rather than words, are visible from the street or further down the block. 7.1g Abstracted, exaggerated or embellished interpretations of literal forms are preferred. 7.1h Design projecting signs to be a maximum of 12 square feet in surface area. 7.1i Limit shaped projecting signs to one per façade or business, except for corner buildings where visibility cannot be gained from both streets without an additional sign. 7.1j Use simple bracket designs that serve as a backdrop to hold the three-dimensional imagery. Recommendation: Conditions: Approval with Conditions 1. Eliminate the section 7 amendment entirely OR revise the amendment to only include the wall signs located above the ground floor storefronts, between the 1 st and 2 nd floor slab. Basis: The proposed CSP amendment provides clarifying language to maximum sign allowance without changing the intent of the original approval. The proposed amendment for second and third floor tenant signs, with the exception of the signs between the 1 st and 2 nd floor slab, does not meet the Design Standards and Guidelines for sign placement. Suggested Motion: I move to conditionally approve application #2016-CSP-004 for the Comprehensive Sign Plan Amendment at 1601 Market Street Market Station, per design standards and guidelines related to signage, presented testimony, submitted documentation and information provided in the staff report with the following condition: 1. Eliminate the section 7 amendment entirely OR revise the amendment to only include the wall signs located above the ground floor storefronts, between the 1 st and 2 nd floor slab. END