GUIDELINE FOR SIGNAGE IN HISTORIC BROOKLIN AND WHITBY

GUIDELINE FOR SIGNAGE IN HISTORIC BROOKLIN AND WHITBY The Corporation of the Town of Whitby TAYLOR HAZELL ARCHITECTS LTD

TABLE OF CONTENTS 1.0 Introduction 2.0 Goals 3.0 By-Law and Building Code 4.0 Signs 4.1 Ground Signs 4.2 Wall Mounted Signs 4.3 Projecting Signs 4.4 Fascia Signs 4.5 Window Signs 4.6 Awnings and Canopies 5.0 Historic Traditions 6.0 Historic Example 7.0 Summary 8.0 Regulations and Applications 9.0 Contacts and Process TABLE OF CONTENTS 1

INTRODUCTION The purpose of the Guideline is to provide a cohesive signage program for Downtown Brooklin. It is a tool that will also assist the community in judging existing, and proposed, signs within the Heritage Conservation District. As historic images demonstrate, commercial signage has contributed to the Brooklin streetscape over a long period of time. But look at the map of Baldwin Street Signage on this page: the most generic signage and backlit signage boxes do not contribute to the unique character of the Heritage Conservation District. Since the 1990s, a number of studies have been written that call for the preservation of the natural and built heritage of the Village of Brooklin. Many of those studies have called for the consolidation of the Baldwin streetscape through the provision of civic wayfinding and commercial signage that will reinforce pedestrian scale and historic character. In the following pages, we present signs from the Village and from the downtown of historic Whitby and beyond, that are good models for new signs. The Guidelines are only for significant and designated buildings including new construction. Bridge Figure 1: An Example: Existing in Street Signage in Brooklin 1.0 INTRODUCTION 2

GOALS The commercial core of Brooklin runs along Baldwin Street from Grass Park to George Street. Baldwin has a lively mix of commercial, institutional and residential / commercial uses. The businesses on Baldwin are small owner operated ones: the bakery, the tack shop, the antique store, the Tea House, the restaurant, etc. These businesses are unique because of their small scale, high quality products, longevity and personal style. Some signs in Whitby and Brooklin already reflect the qualities of design that are desirable: these signs provide models for potential new signs within the Heritage Conservation District. East-west streets springing from Baldwin include Cassels Road, Campbell, Vipond and Way Streets, are largely residential but show signs of change, as commercial or professional businesses move into residential buildings close to the main intersections. As the population of the Town increases, changes of use from residential to commercial will likely increase on Baldwin Street as well as on side streets. It will be important to manage the installation of signage in these traditionally residential areas so that it does not conflict with residential properties. Wall Mounted Signs Canopy Signs Projecting Signs Ground Signs Window Signs Individual Letter Signs 2.0 GOALS 3

VILLAGE STYLE Civic signage initiatives already support the concept of the beautification and identification of specific urban and historic values within the downtown. For example, the municipality has erected banners that help to define the area, including signs that identify the historic buildings in the core. The Town s stated long term objectives for the Village of Brooklin main street are: to reinforce the heritage main street through preservation and to allow new compact redevelopment infill along Baldwin Street to improve the streetscape to encourage pedestrian activity on the main street to preserve and enhance public parks and open spaces for recreational and civic use. Signage can be a helpful, lively addition that enhances the environment and attracts shoppers and visitors to the street. The key messages of the Sign Guidelines are: adhere to the Town of Whitby Heritage Conservation District Sign By-law and MTO Regulations signs should reinforce the village character and have a unified theme appearance signs should orientate the pedestrian to businesses building signs should be designed as an integral, coordinated element of the building façade signs should be proportional to the building façade signs should not compromise the sight lines of pedestrians and motorists multiple tenant retail should encourage a theme unity between the parties coordinate signs. 2.0 GOALS 4

BY-LAWS AND REGULATIONS There are sign By-Laws, and other forms of Regulation that govern private signs in Brooklin and Whitby. These include: The Town of Whitby Sign By-Law The Ontario Building Code Region of Durham Sign By-Law Ministry of Transportation Regulations The Ministry of Transportation has specific regulations governing sign on Baldwin Street because Baldwin Street is under Provincial jurisdiction. Consult your Planning Department for information on the Municipal, Regional and Provincial requirements and restrictions relating to your proposed sign. In some cases, the Guidelines for signs in the Heritage Conservation District will be more stringent than the required adherence to the Regulations above. These additional requirements are described so that the sign environment of the downtown HCD is consistent with the overall urban planning and heritage goals for the District. The Whitby Sign By-Law is available on the Town s website. In summary, it discusses: fees for sign permits for sign projection limits for sign prohibition of some signs (roof signs / signs painted on buildings) sight lines for sign maximum size of signs 3.0 BY-LAWS AND REGULATIONS 5

GROUND SIGNS (FIXED) Ground signs are a good choice in commercial locations that are set back from the street, or where businesses are located in residential neighbourhoods. The ground sign shown here is particularly well composed and is complimentary both to the historic nature of the streetscape and the transition between residential neighbourhood and commercial district. The colours are complimentary to the landscape and the side gables and pediment of the sign are made of wood frame architectural imagery present in the community. The lettering and graphics are clear. In this case, the use of wood and paint alone are particularly suited to the location of the business across from Historic Grass Park in Brooklin. The height of this sign (approx. 2 m) is appropriate to this streetscape, however, larger and smaller signs should be considered in relation to their context. According to the By-Law, ground signs must be less than 3.7 m high, with prescribed maximum areas and setbacks from the street and vehicular entries. IDEAS EXAMPLE: DECORATED POSTS ENHANCE SIGN CHARACTER DISTINCTIVE SHAPE COMPLEMENTS THE TRADITIONAL ARCHITECTURE OF THE SUBJECT BUILDING DOUBLE SIDED FORMAT SMITH JONES 6'-0" (1.82 m) 12'-0" (8.7 m) 6'-0" OPEN BARRISTERS SOLICITORS LIMITED COLOUR PALETTE - SUBTLE, BUT CONTRASTING COLOURS FOR EASY VISIBILITY LOGOS AND GRAPHICS THAT EMPHASIZE THE UNIQUE BUSI- NESS HIERARCHY OF FONT SIZE IN PAINTED TEXT FOR CLAR- ITY AND LEGIBILITY SUPPLEMENTARY INFORMATION 1 GUIDELINES 1. Comply with the Town of Whitby Sign By-Law. 2. The sign with two side stiles or gables is a good choice in commercial locations that are set back from the street, or where business operations in residential neighbourhoods make sign application directly on the buildings inappropriate. 3. Ground signs are located on private property. 4. Ground signs should not block clear views of driveways or intersections. 5. The ground sign must be of a scale that is appropriate to the built and land- scape context in which it is placed (smaller scale one storey buildings, larger scale for larger buildings. 6. Only one ground sign is permitted on a property. 7. Illumination, if required, should be from individual top lights - ground mounted lights are not recommended. 8. It is helpful to have the municipal property address clearly visible on the sign. 4.1 GROUND SIGNS 6

WALL SIGNS Wall mounted signs come in many sizes, profiles, materials and types. Many businesses use a variety of sizes of wall signs in combination to communicate a message to a range of patrons on foot or in a vehicle. They are a commonly available and traditional sign type that, when hand printed or hand stencilled in a controlled way, add significantly to the appearance of the facade. Wall signs can be metal, carved wood or painted. CARVED WOODEN SIGN CLEAR FONT SIZE AND STYLE - UPPER AND LOWER SERIF STYLE RELATE TO HISTORIC BUILDING Fig 2: Painted Sign For example, the Brooklin Mill Montessori School sign is mounted in a prominent location beside the front door, and is fastened to the building facade. The traditional craftsmanship used in the wooden sign, the colours, type face and personalized logo are highly consistent with the value placed on this historic structure by the community. This small sign is supplemented by a road sign which is used to attract visitors to the site by vehicle. LARGER WALL SIGN AT CORNICE Fig 1 LIMITED COLOUR PALETTE (INCORPORATES COLOUR OF BUILDING INTO THE SIGN) SMALL WOODEN SIGN WITH LOGO ESTABLISH- ES PERSONAL IDENTITY eye level Fig 3: Painted Sign GUIDELINES 1. Comply with the Town of Whitby Sign By-Law. 2. Attach wall sign in a manner that does not damage the building face. 3. Create a scale of signage that is geared to the pedestrian. 4. Create a defined image, colour scheme and visual identity that will distinguish your business and its character in the community. 5. Use colours that compliment the building facade and landscape. 4.2 WALL MOUNTED SIGNS 7

PROJECTING SIGNS Projecting signs are attached at right angles to the main facade of a building. The projecting painted sign is a typical type for the Village main street. The use of the projecting sign can enliven the streetscape by creating visual interest and human scale. Projecting signs may be limited in size by the municipality. Regulations limiting the overhang distance, weight, size and height above sidewalk level may be contained within the Town of Whitby Sign By-Law for the HCD. Some limited projections are permitted as a wall sign. CENTRE LINE OF SIDEWALK 8'-0" 1 GUIDELINES 1. Comply with Town of Whitby Sign By-Law. 2. Attach signage in a manner that does not damage buildings face or obscure architectural building attributes. 3. Use a scale of sign that is appropriate to the scale of the building and sidewalk. 4. Locate outside edge of sign, at maximum, on centerline of the pedestrian sidewalk. 5. Create a highly defined image, colour scheme and visual identity that will distinguish your business from the next. 6. Use colours that compliment the building facade and landscape. 4.3 PROJECTING SIGNS 8

FASCIA SIGNS Fascia signs (wall signs) are a traditional form of identification that add individuality and identity to the historic streetscape. These sign bands can be painted on a display surface. Individual raised letters of wood, cast metal or formed plastic are readily available in a range of colours, sizes and font types and are often located on the horizontal band which includes the storefront window from the upper facade in commercial buildings and most often above the line of the awning or canopy. Fig 1: Upper Level Sign Mounted Directly on Brick Fig 2: Fascia Sign Located on Wooden Band The business name was traditionally located on a wooden sign board in large bold, wooden, or painted letters and mounted on boards that were sometimes richly ornamented. Often these letters were mounted directly on the fascia band. The lettering would run the full length of the facade or was centred over the main door. Figures 1 and 2 are good examples of raised letter signs. The sign in Figure 1 is to be viewed from the opposite sidewalk while the sign in Figure 2 may be viewed clearly from street level, as well as from a distance. Although the sign in Figure 1 is viewed from afar, there is a projecting sign and canopy which allows pedestrians to view signage at street level. Full cut-off lighting of these signs should be from above, using individual lights designed to compliment the sign band. SWEETS CORDON SUE MARKETSIDE MARKETSIDE INDIVIDUAL LETTERS GUIDELINES 1. Comply with Town of Whitby Sign By-Law. 2. Use individual letters in a distinctive material (wood or cast metal preferred and type face). 3. Use one line of lettering with simple bold text. 4. Create signs that are clearly legible from a distance. 5. Locate sign in a manner that does not damage the building. 6. Center the fascia sign over the door or window, or run the full width of the facade. 7. Use goose neck or similar full cut-off lighting that comes from above. 4.4 FASCIA SIGNS 9

STENCILLED WINDOW SIGNS Window signs can be an important and lively way of defining the identity of a business. Stencilled lettering on window glazing or doors is a traditional form of advertising and identification in historic Whitby and Brooklin. The best stencilled signs do not cover the entire window, but allow clear views in and out of the storefront. They should be designed to combine with interior window displays to produce a co-ordinated and unified effect. Lettering size should be geared to pedestrian scale, and should not cover more than 15% of the glazed area on which they are placed. GUIDELINES 1. Comply with Town of Whitby Sign By-Law. 2. Do not obscure the shopfront interior (25% maximum coverage). 3. Choose a font size, type and style that convey a unique business identity to appeal to pedestrians. 4. Locate in a prominent location, at eye level. 5. If using on two units of glazing, create unity and alignments between two shopfront windows. 4.5 STENCILLED WINDOW SIGNS 10

AWNINGS AND CANOPIES Awnings and canopies were typical features of the historic streetscape for much of the nineteenth and twentieth centuries. They provided colourful identification as well as protection of shopfronts and entrances from the environment. Many awnings had distinctive colouration of striping, decorative valences and a variety of painted lettering and logos. Many municipalities are encouraging the restoration of awnings on their main streets. The operational mechanisms and durability of modern awnings have been improved over historic models. Historic photographs are a good source for models of restoration. New awnings should be compatible with the features and character of the building and with neighbouring buildings. The traditional shape of awnings was the sloped version; new shapes such as fixed quarter round awnings and mansards are not typical of the early streetscapes and are not recommended. Awnings present a good opportunity for advertising and municipal address identification, especially on the outward facing valence edge. When retracted against the building, this edge can still be seen from the street as an additional signage band. Inappropriate Appropriate Awning Inappropriate GUIDELINES 1. Comply with Town of Whitby Sign By-Law and MTO Regulations, including provisions for setback and minimum heights above sidewalk level. 2. Locate in a manner that does not damage the building. 3. Choose an awning shape, size and material that are appropriate to the building (no aluminium or plexiglass). 4. Operable awnings are preferred over fixed awnings. 5. Locate sign in a prominent location on the awning valence and side panels, visible from the roadway. Do not place lettering on awning slope. 6. Use one line of lettering with bold text. 7. Locate the awning below the fascia of the storefront cornice. 8. Remember that awnings will require cleaning and maintenance. 14.6 AWNINGS & CANOPIES 11

HISTORICAL TRADITIONS Looking at archival photographs from the local library, consulting L.A.C.A.C. or looking through old newspapers and magazines reveals a wealth of information on the traditions of signs in your community. An important aspect of a facade restoration project would be research and documentation that would lead to an original model of signs for your building. Historic traditions are clearly recognizable by size and type of script, colour, message and placement. Lessons Learned: Design bold and utilitarian signs in the tradition of the Baldwin Streetscape. Use a variety of sign locations: projecting signs, wall mounted awnings, and signs painted on glazing. Use traditional materials (wood, paint, canvas) Use dark colours and strong contrasts in the streetscape. Use straightforward lettering styles. HANGING WOODEN SIGNS PAINTED PROJECTING SIGNS 1910 1936 1954 5.0 HISTORICAL TRADITIONS 12

BRICK DUTCH GABLE AND PARAPET RED BRICK HOOD MOULDS BUTTRESSES Imagine how much visual information was necessary to your business before the advent of centralized malls and the internet. Signage was an integral aspect of the architectural presentation in this fine historic Brooklin example. WOOD WINDOWS STRING COURSE RAISED INDIVIDUAL LETTERS ON FASCIA SIGN SIGNAGE DECORATIVE BRICK BAND WINDOWS PAINTED SECONDARY SIGNAGE ON GLAZING DECORATIVE WOOD CORNICE SIGNAGE RESTORE AWNING SIGNAGE SECONDARY SIGN PAINTED WOOD SIGNAGE WINDOW SIGN: PAINTED GLASS OR DISPLAY AND SIGN BEHIND WIN- DOW SIGNAGE TREES AND FENCE LINE WOOD AND GLASS STOREFRONT SIGNAGE 6.0 HISTORIC EXAMPLE 13

SUMMARY Commercial signs are used for identification and for advertising. A good sign will express the image of a business accurately and creatively, whether it is a barber shop, or a toy store. Lettering style, sign type, combinations of signs and interior display, placement of signs and materials should be used to reinforce the merchant s message. Choosing a suitable sign model can be as easy as identifying signs within your community, or from another place, that appeal to your needs. For the Heritage Conservation District, it is especially important to understand the goals of preservation and beautification that have been established. A consistent application of high quality signs is going to have a very significant effect on the overall urban character of the Town and its Village Style. GUIDELINES 1. Comply with the Town of Whitby Sign By-Law and MTO Regulations. Refer to the Façade Guidelines and Heritage Conservation District Plan. 2. Signs such as backlit box signs, roof signs, pylon signs and oversized signs will be prohibited in the Heritage Conservation District. 3. Do not obscure views of intersections or place any sign in a manner that would cause obscure sight lines or a public safety hazard. 4. Do not mount or attach signs in a way that will damage the building. 5. Signs must respect the integrity of heritage building elements. 6. Use your overall sign plan to create a coordinated image for your business that suits the District streetscape. 7. Use a scale of sign that is appropriate to the scale of the building and sidewalk. 8. Ensure that your primary sign (fascia sign, ground sign or awning sign) uses clear, bold lettering that can be seen from the roadway, or across the street. 9. Use a variety of sign sizes and types to attract people in vehicles, as well as on foot. A hierarchy of signs will help to communicate a wide variety of information. 10. Use materials, colours and sign locations that complement your building façade. 11. Choose a font size, style and material for the individual letter signs. Individual letter signs should be placed on the fascia above the ground floor entry, and/or below the cornice level of a two storey building. 12. Secondary signs (stencilled lettering, wall signs, projecting signs and interior displays) are particularly well suited to pedestrians and help to enliven the pedestrian experience. 13. Stencilled window signs should be carefully composed to create a unified effect with the shop front display, and be clearly visible to pedestrians. They can be delicate and artistic; they should not cover more than 15% of the glazed area. 14. Fabric awnings are encouraged (operable are preferred) and should be located over the storefront glazing and under fascia of the shop front. They must comply with all Regulations regarding height, weight and projected distance over the sidewalk. 15. Projecting signs, attached at right angles to the building face, must comply with Regulations regarding height above sidewalk, overall size, method of attachment and projected distance into the area of the sidewalk. 16. Multiple tenant storefronts should encourage thematic unity between the in sign style and placement. 17.0 SUMMARY 14

REGULATIONS AND APPLICA- TIONS The Town of Whitby Sign By-Law (a By-Law to regulate permanent signs) and the Facade Improvement Guidelines prepared in 2002, and the Heritage Conservation District Guidelines can help you plan your project. You need to apply for a sign permit from Public Works, Building and By-Law Section. Downtown Brooklin: you need to apply to M.T.O. and the Town of Whitby for a sign permit. The sign must be located at a minimum distance of 2.5 metres (8.2 feet) above grade The sign area does not exceed twenty-five (25) percent of the facade of the ground floor, and 15% of the upper storey facades. One (1) ground sign per lot having the following: - that your sign should not exceed a ratio of 0.4 between the sign area in square metres and the lot frontage in linear metres. - do not exceed a sign area 15.0 square metres. - if a ground sign, a maximum sign height of 3.7 metres. - a minimum setback from the street line of 1.0 metre. - no pylon sign. Your sign may be eligible for a facade grant to help with the costs. Contact the Planning Department - Downtown Co-ordinator, Town of Whitby to find out more about facade grants. Upon establishment of the Heritage Conservation District, the Municipality has the ability to establish specific sign regulations to achieve goals and objectives of the district, subject to a public process under the Municipal Act. 8.0 REGULATIONS & APPLICATIONS 15

SIGN PERMIT PROCESS The Town of Whitby s permanent and temporary sign bylaws can be found on the Town s website at the following link: http://www.whitby.ca/index.php?select=downloads&cate gory=bylaws These heritage signage guidelines can be found on both downtown websites: www.downtownwhitby.ca www.downtownbrooklin.ca If you want to access the façade grant brochure and application form go to the following sites: http://brooklin.whitby.ca/index.php?axiom=item&display =article&uid=2 http://downtown.whitby.ca/index.php?axiom=item&displa y=article&uid=2 If you are planning to install a permanent or temporary sign you need to go to the Public Works Department - Building and By-law Section, lower level, Town Hall 575 Rossland Road E. in Whitby. You will need to fill out a By-law Permit Application. If the Sign Permit Application is in a Heritage Conservation District the application will be reviewed by the Planning Department. The application will be accompanied by a Heritage Permit. If you want to apply for a façade grant for your sign project you need to go the Planning Department, upper level, Town Hall 575 Rossland Road East in Whitby. Applications must comply with the Heritage Signage Guidelines. Applications are available online or at the Downtown Development Office in the Planning Department. Questions? Contact the Town of Whitby Building and By-Law Section 905-430-4305 Planning Department 905-430-4306 Façade Grants (Downtown Development) 905-430-4306 9.0 CONTACTS AND PROCESS 16