SB Item 5
Case No.
MSP22-0003
S T A F F R E P O R T
September 16, 2022
CASE NO: MSP22-0003
PROJECT: Master Sign Plan for West Elm
EXECUTIVE
SUMMARY: Hancock Sign Company is requesting approval of a Master Sign Plan for West Elm
located at 1001 E. Southlake Blvd., Suite 80, Southlake, Texas.
REQUEST: The West Elm store, currently under construction, is located in the Southlake Park
Village development on the southeast corner of Tower Plaza Blvd. and E. Southlake
Blvd.
The proposed Master Sign Plan includes sign regulations for four (4) attached signs
including:
• Two (2) attached signs, one each on the north and east elevations;
• One (1) attached awning sign on the west elevation;
• One (1) building blade sign on the north elevation;
• Three (3) restricted parking signs on the east parking lot adjacent to the store
entrance.
• Window signs for information only
• Building directional signs for information only
See the attached Sign Comparison Table for additional information.
ACTION NEEDED: Consider approval of Master Sign Plan
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Sign Comparison Sign Table
Presentation
Narrative
Plans
STAFF CONTACT: Dennis Killough 817-748-8072
Patty Moos 817-748-8263
Department of Planning & Development Services
Case No. Attachment A
MSP22-0003 Page 1
BACKGROUND INFORMATION
APPLICANT: Hancock Sign Company
OWNER: Excel Southlake I LP
PROPERTY ADDRESS: 1001 E. Southlake Blvd., Suite 80, Southlake
STRATEGIC LINK: C4 – Attract & keep top-tier businesses to drive a dynamic & sustainable
economic environment
HISTORY: August 19, 2014; a Master Sign Plan for Park Village was approved under
city case number MSP14-002; the tower element was approved as
presented.
April 21, 2015; City Council approved amendment to the master sign plan
specific to the tower feature to allow a 33 ft. height, 32 ft. width, and 30-inch
letter height; and as presented.
STAFF COMMENTS: City Council approval of the proposed plan does not eliminate the
requirement for appropriate sign application submittals prior to installation of
signs. Please contact Seantay Carpenter at 817-748-8215 or
scarpenter@ci.southlake.tx.us for sign application processing and pre-install
inspections.
Sign Ordinance No. 704, as amended:
Table 4: Attached Signs
1. Permitted attached signs include the following:
a. Reverse Channel Sign (any color letter). Back light color shall
be limited to white or off white. No illumination shall have
exposed bulbs whether they are LED or any other type
b. Individually-mounted channel letters that comply with the
following rules:
• If the sign only contains words and no logo, the lettering
may occupy 100 percent of the permitted area and the sign
and must be white, ivory, black, grey, beige or similar
neutral colors.
• If the sign has lettering and a logo, the logo may only cover
20 percent of the permitted sign area and may be of any
color. The letters must be white, ivory, black, grey, beige or
similar neutral colors.
• If the sign consists of a logo only, the logo may cover 100
percent of the sign and use any color.
2. Each lease or tenant space shall be permitted only one attached
building sign per street front with a maximum of two signs per
tenant/lease space.
3. The dimensions of each of the two signs shall be based upon the
street typology that the respective building façade fronts on.
Case No. Attachment A
MSP22-0003 Page 2
4. The distance from the edge of pavement shall be measured from the
closest street which has clear visibility of the entire façade/tenant
space in question.
5. Each sign shall be located in the middle 75% of the single plane
façade or centered on an articulated surface of the building façade.
6. Exposed neon is prohibited.
7. The maximum logo height for an attached sign may be no more than
125% of the maximum permitted letter height.
DESIGN GUIDELINES- MASTER SIGN PLANS:
Commercial signage is an integral part of the urban design fabric of
Southlake. It is absolutely necessary and shall be deemed as a tool that
helps promote the health, safety and welfare of the general public by
providing guidance to both the vehicular driver and pedestrian. Due to its
visual prominence and effect on the overall design character of our city,
signage as part of master sign plans must be considered on the broader
scale of community rather than on an individual site basis. Signage is an
integral part of the visual urban streetscape and shall not be designed to
visually compete with its surroundings, but rather serve to build on the quality
of the traveler’s and pedestrian’s experience.
The basis for submitting a master sign plan application should not be to have
larger signs or logos permitted by ordinance but should clearly be related to
the sign design goals listed below:
Design Goals
1) To develop organized hierarchies of signage design types that help
identify the location and size standards for individual signs without
infringing on the capability of creative design.
2) To establish design criteria that promote the overall visual quality of
the streetscape environment for the general public while providing
reasonable and improved standards for identification of individual
properties.
3) To improve the overall visual cohesive appearance of the site through
signage guidelines, with strong consideration that the visual
streetscape.
4) To promote a “sense of place” for the City of Southlake while
promoting creative design for individual developments.
5) To promote signage as an architectural complement rather than
being visually and thematically disconnected.
The sign design guidelines are designed to help ensure quality signs that
communicate their message in a clear fashion; however, the “guidelines” are
not as strict as sign “standards.” The review authority may interpret the
design guidelines with some flexibility in their application to specific
Case No. Attachment A
MSP22-0003 Page 3
signs/projects, as not all design criteria may be workable or appropriate for
each sign or project. In some circumstances, one guideline may be relaxed
to facilitate compliance with another guideline determined by the review
authority to be more important in the particular case. The overall objective is
to ensure that the intent and spirit of the design guidelines are followed.
City Council approval of the proposed signs does not eliminate the
requirement for appropriate sign application submittals prior to the
installation of signs. Please contact Seantay Carpenter at 817-748-8215 or
scarpenter@ci.southlake.tx.us for sign application processing and pre-install
inspections.
Case No. Attachment B
MSP22-0003 Page 1