SB Item 6 - Staff ReportCase No.
MSP26-0006
S T A F F R E P O R T
August 28, 2025
CASE NO: MSP26-0006
PROJECT: Master Sign Plan for Shivers’ Farm
PURPOSE: The applicant has submitted a comprehensive Master Sign Plan for Shivers’ Farm
intended to establish a coordinated signage program for the overall development
and provide standards for future tenant signage. The proposed plan is extensive
and includes detailed criteria addressing sign types, locations, dimensions,
materials, illumination, and design. Due to the level of detail and variety of signage
proposed, the Master Sign Plan is being presented to the Sign Board for early
discussion and feedback prior to moving forward in the approval process.
DETAILS: The Master Sign Plan generally includes development-wide signs, development-
wide place-making features, and tenant signage.
Case No.
MSP26-0006
Development-wide Signs and Features
• Three (3) Monument Sign 1 signs (MS-1)
• One (1) Monument Sign 2 sign (MS-2)
• Three (3) Wayfinding Signs (WS-1)
• String Lighting
• Four (4) Wall Murals (WM-1)
• Three (3) Art Sculptures (AS-1)
• Noncommercial Placemaking Elements
o Discoverable Moments – Small (2 ft by 2 ft or less) painted murals,
wall sculptures, or embedded phrases with no commercial content.
o Sidewalk Engraved Bands – Ten (10) bronze bands engraved with
quotes, sayings, mantras or phrases that are uplifting and
encouraging.
Tenant Signs
• Primary tenant identification signage: Required primary signage may be
integrated into the storefront opening, mounted on the façade above the
storefront, or mounted above or below a canopy. Restaurant tenants may
also utilize projecting marquee signs. The plan provides for several sign
construction and illumination types, including dimensional letters, halo-lit
letters, internally illuminated channel letters, externally illuminated signs, and
open-channel/neon-style signs.
• Secondary tenant signage: Blade signs and address signage are required
for tenants. Restaurant tenants will also have dining-zone canopy signage.
• Optional tenant signage: Additional sign types include awning signs, wall-
mounted plaques, window signage and graphics, tenant murals and
graphics, entry threshold signage, and sidewalk signs when permitted by the
landlord.
The tenant sign criteria are intended to provide flexibility for individual tenant
branding while establishing an overall design framework for the development. The
plan encourages variation in sign types, materials, and colors among adjacent
tenants and is primarily designed around a pedestrian-oriented retail environment.
ACTION NEEDED: Discussion on Proposed Master Sign Plan
The purpose of this initial review is to obtain Sign Board feedback on the overall
signage approach, including the types and scale of development signage, the variety
of tenant sign types, and the level of flexibility proposed, before the Master Sign
Plan advances for formal consideration.
To assist in the Sign Board’s review and discussion, staff has identified the following
key considerations:
1. Number, size, height, and locations of development monument signs
2. Type and location of wayfinding signs
3. Integration of murals, art sculptures, “discoverable moments”, and sidewalk
engraved bands, as well as approval requirements for these elements
4. Maximum letter/logo sizes for tenant signs
5. Use of multiple sign types per tenant, including required blade signs
6. Additional flexibility for restaurant tenants
7. Sign illumination standards and permitted illumination types
8. Overall level of flexibility
The Sign Board is encouraged to provide feedback on these items as well as any
Case No.
MSP26-0006
other elements of the proposed Master Sign Plan.
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Presentation
Demonstration
Plans
STAFF CONTACT: Jenny Crosby (817) 748-8195
Case No.
MSP26-0006
BACKGROUND INFORMATION
APPLICANT: Dwell Design Studio, LLC on behalf of Trademark Property Company
PROPERTY SITUATION: 1800 & 1900 N. White Chapel Boulevard.
LEGAL DESCRIPTION: Tracts 1A03 and 1A, James J. West Survey, Abstract No. 1620
LAND USE CATEGORY: Mixed Use
CURRENT ZONING: “ECZ” Employment Center Zoning District
HISTORY: The properties were annexed into the City in 1956 and given the “AG”
Agricultural District zoning designation. (Ordinance No. 037)
On October 7, 2025, the City Council approved (6-1) a Zoning Change and
Development/Site Plan (ZA25-0045) for the development of Trademark
Southlake (Shivers’ Farm).
On January 6, 2026, the City Council approved (6-0) a Preliminary Plat
(ZA25-0076) for the platting of Trademark Southlake (Shivers’ Farm).
On April 13, 2026, a Final Plat (ZA26-0017) for the commercial platting of
Trademark Southlake was administratively approved in accordance with the
30-day rule of Chapter 212 of the Texas Local Government Code.
On April 27, 2026, the Planning and Zoning Commission approved (5-0) a
Final Plat (ZA26-0025) for the residential platting of Trademark Southlake
(Shivers’ Farm).
STAFF COMMENTS: Section 8.4 of Sign Ordinance No. 704-J outlines design goals and
application requirement for master sign plans. Please refer to the ordinance
for complete guidelines.
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:
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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
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.
Master Signage Plan Application
The master signage program application shall include, at a minimum, the
following to be deemed a completed application:
A master site plan showing a location of each of the proposed signage
type(s). Dimension and label the sign types and include distance
measurement of the sign’s location from the nearest public right-of way.
Provide signage elevations (dimensioned and labeled) indicating proposed
text areas, materials, material finishes, colors, lighting and identifiable
references as to how the signage design relates to the proposed
architecture. Identify any landscaping elements proposed.
For all signage is to be mounted on building façades, provide accurate
building elevations that show signage dimension, signage location, text
areas, materials, material finishes, colors and identifiable references as to
how the signage design relates to the proposed architecture.
If the applicant is requesting any variances from the current regulations as
part of the master sign plan, please indicate the location of the variance,
what the variance request is for and specific reason/justification for the
variance and how the variance promotes are adheres to the design goals
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provided.
A master sign plan application will be considered by the City Council
following a recommendation by the Sign Board. The Sign Board’s
recommendation will be forwarded to the City Council for their consideration.
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MSP26-0006