CITY OF CARMEL-BY-THE-SEA

Planning Commission Report

October 11, 2017

To: Chair Goodhue and Planning Commissioners

From: Marc Wiener, AICP, Community Planning and Building Director

Submitted by: Catherine Tarone, Assistant Planner

Subject: Consideration of a Commercial Sign (SI 17-191) application referral to the

Planning Commission for the replacement of one existing wall-mounted
business sign and one existing ground-mounted business sign with new
signage bearing new colors and materials at the Well Fargo Bank property
located in the Central Commercial (CC) Zoning District.

Application: SI 17-191 APN: 010-141-006

Block: 77 Lots: 10, 12, & 14
Location: San Carlos, 2 SE of Ocean Avenue
Applicant / Property Owner: WFC Holdings Corporation

Executive Summary
The applicant, Wells Fargo, is proposing the following sign changes:

1. Replacement of one existing wall-mounted metal business sign with a new aluminum sign.
The current sign is 11.5 square feet in size and is black. The proposed new sign would be 8
square feet in size and painted yellow-gold with bright red returns.
2. Replacement of one wooden ground-mounted business sign with a new wooden sign. The
existing sign is brown with gold lettering and 21 square feet in size. The new sign would be
bright red with yellow-gold lettering and would match the original size.
3. Replacement of nine wooden parking and directional signs with new aluminum signage. The
replacement signs are of approximately the same size as existing.
SI 17-191 (Wells Fargo)
October 11, 2017
Staff Report
Page 2

Recommendation
Staff recommends that the Planning Commission continue the application with a requirement that
the sign program be revised to be brought into compliance with the Citys sign standards as
directed by the Planning Commission.

Background and Project Description

The project site is the Wells Fargo bank building located on San Carlos Street, 2 SE of Ocean
Avenue. Wells Fargo has submitted a sign permit application to replace an existing wall-mounted
sign, a two-sided ground-mounted sign and nine parking and directional signs with new signs in the
same locations bearing a new color palette and new materials. No sign lighting is proposed.

The applicant is proposing to replace the existing 4.5 x 5 x 3 (21 square-foot), wood, ground-
mounted sign with a new wooden sign with aluminum plate lettering in the same dimensions. The
existing sign is brown with raised metallic gold letters and a thin red line framing the sign. The
proposed sign would be cedar wood with a recessed red-painted background, raised yellow-gold
aluminum plate lettering and a raised aluminum plate depicting the stagecoach logo in a darker
color of red (see sample paint chips in Attachment A).

The applicant is also proposing to replace the existing 11.5 square-foot, black, wall-mounted Wells
Fargo sign with a new sign that is 8 square feet. The proposed wall-mounted sign would consist of
10-inch high aluminum letters painted bright yellow-gold with a black outline on the face and with
a red-painted 2-inch-thick return on the side meeting the wall.

Finally, the applicant is proposing to replace nine existing wooden parking, entry and exit signs with
new grey aluminum signs in the same locations and at roughly the same sizes, as depicted in
Attachment C.

This Sign Permit is being referred to the Planning Commission to review the dimensions, color and
materials of all 11 proposed signs for the following reasons: 1) No record exists of an approved
permit for the installation of the ground mounted or wall-mounted sign and the number of signs
and the area of both signs do not conform with the Municipal Code's requirements. 2) The
applicant is proposing to construct the wall-mounted sign and nine parking signs out of aluminum,
a non-natural material that does not comply with the Municipal Code's requirements. Additionally,
the applicant would use aluminum plates to form the lettering and logo of the ground-mounted,
cedar wood sign. 3) The proposed paint colors are not, in staffs opinion, compatible with the style
of the building. Hence, this application does not fall within the Citys administrative approval
authority. The applicant has submitted a letter, included as Attachment B, addressing why the
applicant feels the proposed colors and materials of the sign are appropriate.
SI 17-191 (Wells Fargo)
October 11, 2017
Staff Report
Page 3

Staff analysis:

Purpose: Carmel Municipal Code (CMC) Section 17.40.010 encourages: business signs that are
simple in graphic design, informative of the business use, and compatible in color and design with
adjoining structures. CMC 17.40.030.C restricts administrative (staff-level) approval of business
signs to a single sign for each business and includes standards that must be met for a sign to qualify
for staff-level consideration.

Permit Process: CMC 17.40.020.B Planning Commission Approval, states: Signs which, in the
opinion of the Director, require exception from the standards described in this chapter shall be
reviewed by the Planning Commission. The Commission may grant exceptions only to the number,
location, and design of business signs.

Business Signs: CMC 17.40.030 states that business signs shall be:
3. Compatible in design, color, size and scale to the business storefront, adjoining structures
and surroundings; and
4. Made of permanent and natural materials such as wood, wrought iron, ceramic or stone
unless otherwise approved by the Planning Commission.

Excess Signage and Non-Conforming Sign Area: Staff supports updating the propertys signage;
however, since the Municipal Code only allows one sign per business, the Commission should
consider whether to allow the replacement of both signs or only one sign. Staff searched for, but
could not locate, any past approval for the two signs. The sign area of both the proposed 21
square-foot ground-mounted sign and the 8 square-foot (reduced from 11.5 square feet) wall-
mounted sign exceed the allowed area of 6 square feet and would be nonconforming. The Planning
Commission can approve deviations from the sign design (i.e. size, number, etc.) standards. The
Commission should consider whether the proposal for two signs at the proposed sizes is
appropriate. If the Commission chooses to allow two signs, then staff recommends that both signs
comply with the maximum allowed sign area of 6 square feet.

Proposed Signage Colors: Staff is concerned with the proposed color scheme of the new signs. The
yellow-gold wall-mounted sign and bright red ground-mounted signs will be highly visible due to
their location and size. The Wells Fargo building is a mid-century modern style and was constructed
in 1945. In staffs opinion, the proposed signage is not compatible in design, color, size and scale
to the business storefront, adjoining structures and surroundings as required by CMC 17.40.030.
The proposed colors are too bright in comparison to the grey building faade, which is composed of
SI 17-191 (Wells Fargo)
October 11, 2017
Staff Report
Page 4

exposed aggregate and has small stones mixed into the concrete. In staffs opinion, the proposed
color scheme of the sign program is not consistent with City standards and should be revised.

Proposed Materials and Design: Staff is concerned with the use of aluminum in all proposed
signage, including the wall-mounted sign, the aluminum plate lettering on the ground-mounted
sign, and the proposed aluminum parking signs. The use of aluminum is not consistent with the
Municipal Codes requirement for the use of permanent natural materials such as wood, or
lettering painted on glass, wrought iron, ceramic and stone (CMC 17.40.030.C). The Planning
Commission has the authority to grant an exception from the material standards, nevertheless, in
staffs opinion, a wood sign is appropriate for both the wall-mounted and the ground-mounted
signs because it would be in keeping with the character of the community.

In regard to the applicants proposal for the parking signage, CMC 17.40.050.D requires that
parking signs be limited to one sign per parking frontage, that parking signs be limited to 2 square
feet in area, that the signage be reasonably visible to motorists, and finally that parking signs be
compatible in design and color with the storefront or building. One existing 21-inch-tall by 14-inch-
wide parking sign was approved in 2002 as part of sign permit SI 02-7 to be located to the south of
the driveway and was composed of brown-painted, sand-blasted wood. The applicant is proposing
to replace the wooden parking signs with aluminum signs in a "warm grey" color (see paint chip
samples provided at the meeting and in Attachment A).

In staffs opinion, wooden parking signs in the proposed grey color would be more consistent with
the Municipal Codes requirement for natural materials. However, the parking signs for this
property are located off of the street in the property's parking lot, decreasing their visibility from
the sidewalk. Additionally, parking signs are more utilitarian in nature than a business sign and the
City has approved applications for aluminum parking signs in the past. The Commission should
consider if aluminum parking signs are appropriate for this property. It is worth mentioning that a
previous Planning Commission in 1999 rejected Wells Fargos proposal (sign application SI 99-05)
for the installation of red aluminum parking signs.

Environmental Review: The application qualifies for a Class 11 Categorical Exemption from the
provisions of the California Environmental Quality Act (CEQA) pursuant to Section 15311 of the
State CEQA Guidelines. Class 11 exemptions include placement of minor structures accessory to
existing commercial, industrial, or institutional facilities, including on-premise signs.
SI 17-191 (Wells Fargo)
October 11, 2017
Staff Report
Page 5

Recommendation Summary: Staff recommends that the Planning Commission continue the
application with a requirement that the sign program be revised to be brought into compliance
with the Citys sign standards as directed by the Planning Commission.

ATTACHMENTS:
Attachment A Site Photographs and Sample Paint Chip Colors
Attachment B Letter from Wells Fargo
Attachment C Proposed Sign Rendering and Location
Attachment A

Wells Fargo Site Photographs

Existing wall-mounted sign with black lettering Facing San Carlos Street

120
 Existing Ground-Mounted Sign facing San Carlos Street

Existing wooden brown parking signs located in the parking lot of the property

121
Front entrance of Wells Fargo depicting the decal signage on the front doors

122
 From top left to bottom right: 1) Light red color on an aluminum chip for the side of the wall-mounted
sign. 2) Dark red color on an aluminum chip for the stagecoach on the ground-mounted sign. 3) Gold-
yellow color on an aluminum chip for the face of the letters of the wall-mounted sign. 4) Light red color
on a wooden chip for the face of the monument. 5) Grey-colored "Light Bronze" color on an aluminum
chip for the support posts of the monument sign. 6) Dark Grey "Warm Grey" color on an aluminum chip
for the background color for the parking and directional signs. Paint chip samples of all colors will be
available at the Planning Commission meeting.

123
Attachment B - Applicant Letter

s~s
site enhancement services

September 18, 2017

Planning Commission
Carmel-by-the-Sea City Hall
P.O. Box CC
Carmel-by-the-Sea
CA 93921

RE: Wells Fargo Signage: Sl17-191

Members of the Commission:

Wells Fargo is respectfully requesting review and appr<?val for the signage modification that is proposed
for the Wells Fargo branch located at Ocean Avenue and San Carlos.

The signage currently in place does not adequately represent Wells Fargo nor does the signage provide
adequate wayfinding tools for those seeking this destination. The signs are dark in color and in no way
represent the Wells Fargo brand. The wall sign is very dark and placed on a very dark elevation, so there
is negligible contrast between sign and fa~ade.

The elements that are proposed in this application will allow Wells Fargo the opportunity to utilize a
color palate that is familiar to their client base as well as provide appropriate contrast in order to allow
the elements to have visibility in the built environment. It is important to note that as part of this
application and its review process, all forms of illumination have been removed from the request. This
removal adds to the need for the elements to be highly functioning as wayfinding tools through the use
of brand color and effective placement.

The ground sign proposed in this application represents a like-for-like replacement in terms of size and
placement. The only modification that is proposed for this sign is the use of Wells Fargo's brand color.
The sign face is proposed to be cedar wood with the Wells Fargo yellow lettering. This sign will also
utilize the silhouette of the stage coach and horse team that is commonly associated with the Wells
Fargo brand. The monument sign is currently located under a mature tree and is very dark in color and
presentation. The modified sign design that is proposed would assist in marking the entry onto the
property in a clean and attractive manner with a subtle contrast to the environment that would increase
the effectiveness of this element. The sign as designed and proposed meets with the Purpose
Statement in the ordinance by being of a natural material, non-illuminated, and intended for business
identification and not as an advertising device.

As part of this application, Wells Fargo is also seeking the ability to replace the fa~ade sign that is
currently installed along the West elevation of the building facing San Carlos Street. The fa~ade sign that
is currently installed is 11.5 sqft in area and is a dark bronze/brown color which is very difficult to
differentiate from the actual building elevation. The sign that is proposed to replace this element would
be 7.9 sqft in area and would be directly mounted to the wall. The proposed sign would be an
aluminum formed 2" deep letter that would be yellow with a black trim on the face and red on the side
(return) meeting the wall. Please note that this element would contain no form of illumination and is

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' ~~ ' :~ ., ' ...
124
only intended to identify the building in a manner that is controlled and consistent with what the Wells
Fargo patrons have come to expect. The color of this element is directly tied with the Wells Fargo brand
as it has been identified throughout history in this manner. By eliminating the illumination of this
element and reducing the overall size of the element, we believe that the intent of this element to be
seen as a wayfinding identifier and not as an advertising tool has been accomplished. The material that
is proposed to be used will allow for a depth that is important for the functionality of this element. Due
to the setback in which this element exists from the curb-line, form and contrast are critical aspects to
the readability and visibility of this sign.

The only remaining aspect of the overall site signage evaluation for this location is the incidental and
regulatory signs. As shown in the submitted package, Wells Fargo is simply looking to replace the
existing dated signs with a design that is more in line with the new proposed signs and are ultimately
smaller in size. The proposed signs would be replacing signs that are informational in nature to assist
the public in a non-intrusive and concise manner.

As stated throughout this letter, the modifications that are proposed for the signage at this site are
minimal but we believe very necessary in order to properly identify this location as a Wells Fargo bank.
All elements presented in this application are vital to the effective communication of this location to the
public in a manner that our cliental is accustomed. The materials, colors, and signs themselves have
been closely and intensively studied in order to prepare for this submission and we appreciate the time
and effort that the city staff has extended towards the review provided.

We look forward to the review of this information and the Planning Commission on the 11th of October.

Again, thank you for your time and consideration in this matter.

Sincerely,

125
Wells Fargo
Exterior Signage Proposal

Ocean Avenue & San Carlos

Carmel, CA
September 19, 2017

126
 Wells Fargo History

e Is Fargo
Sine~ 1852, the WeUs Fargo stagecoach has been our
unique and identifiable icon. Our customers reaml)l
associate the stagecoach Wth WeBs Fargo and knOW'
that it stands for tradition,, stab~ity. longevity and a sense
of moving forward .

Tne signature coJors of 1he traditionaJ '-I-leUs Fargo

stagecoach are red and yeUow.

In staying true to Wetts Fargo~s tong-s anding image, current

branding and sigtage reflect this cok>r scheme.

Page 2 of 13
127
 Aerial Photograph

0
- Wells Fargo Bank -Chase Bank
Page 3 of 13
128
 Existing Wall Signage

Square Footage of Existing Signage: 11.5 sqft

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 Proposed Wall Signage

Square Footage of Proposed Signage: 7.9 sqft

Existing

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130
 Existing Ground Signage

Square Footage of Existing Monument Face: 21.22 sqft

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131
 Proposed Ground Signage

Square Footage of Proposed Monument Face: 21.22 sqft

Existing

Page 8 of 13
132
 Proposed Ground Signage Specifications

RECESSED BACKGROUND _ _ _ _ _.,

P10 .050 ALUMINUM

4' -0 1/2" 44"

(48 1/2") P10 .050 ALUMINUM ------ - --~

.050 ALUMINUM

1" 2" THICK CEDAR

SCALE: 1/2" = 1'-0" SIGN BLANKS FROM - - - - - --
www. perfectplank. com

SIGNTYPE WF-MT-CDR-48X63 NOTE: WOOD GRAIN FINISH

MANUFACTURE AND INSTALL ONE (1) WOOD TENANT PANEL FOR 0 1" X 2" "U" CHANNEL----
DOUBLE FACED MONUMENT SIGN NOTE: FIELD SURVEY TO BE REQUIRES BEFORE
CONSTRUCTION
liMI~ijl

RED WITH CLEARCOAT, SEMI GLOSS

MATTHEWS MP65837 COUNTER SUNK SCREW-- -- - -

DARK RED IWTH CLEARCOAT, SEMI GLOSS

MATTHEWS MP01126
p10 YELLOW WITH CLEARCOAT, SEMI GLOSS
MATIHEWS MP66985 .050 ALUMINUM - - - - - -- - - l

~ LIGHT BRONZE WITH CLEARCOAT, SEMI GLOSS

L.:J MATTHEWS MP75296

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133
Example of Wood Face Signs

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Surrounding Area Signs

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Existing Incidental Signs

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 Proposed Incidental Signs

REMOVE ONLY

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