Commissioners were not sold on all design features for signs such as this one for city gateways. Rendering provided
By Tao Woolfe
Boynton Beach city commissioners are considering spending about $1.5 million on signs to help ensure that all who wander — within city limits, anyway — are not lost.
Dani Moschella, the city’s public affairs director, presented several artists’ renderings of proposed signs in various sizes to the commission at its June 3 meeting.
Some 89 new signs were included, from huge welcome signs for four of the city entryways, to 32 medium-sized signs for use in street medians, 33 park signs, eight digital information-providing signs and 12 directional signs to city destinations, such as City Hall and the Children’s Museum.
The city would start the installations next year if commissioners approve, but they had differing concerns about the designs.
All the signs feature blue lettering as well as the city’s signature sailfish, which, as it turns out, is not universally beloved.
“I hate the fish,” said recently elected Mayor Rebecca Shelton.
Commissioner Thomas Turkin, a boating and fishing enthusiast, argued in favor of keeping the soaring sea creature, whose Latin name is Istiophorus albicans, at least on the most prominent signs.
“We are the gateway to the Gulf Stream,” Turkin said. “I like the fish on the big signs, but not so much on the little ones.”
The 8.5 feet high, 15 feet wide entryway signs, which say, “Welcome City of Boynton Beach,” would light up at night. They feature “Boynton Beach” in dark blue letters on a silver, mesh background, with grassy shrubbery at their bases. The tops of the signs are wavy, to show the city’s relationship to the sea. The sailfish is ubiquitous.
Vice Mayor Woodrow Hay questioned the wisdom of the overwhelmingly blue lettering on the signs proposed by the unnamed consultant.
“I like blue. It’s my favorite color,” Hay said. “But doesn’t blue have a tendency to fade?”
Commissioner Angela Cruz’s comments were less nuanced.
“I don’t love the signs,” she said of the artist renderings.
She added that she would love the idea of using big entryway signs to sell the city and make a statement.
“Let’s get one big sign — something huge,” Cruz said, pointing out that massive, well-designed signs in other municipalities, such as those of Hollywood, California, Orlando, and Miami Beach, make a lasting impact.
Hay reminded his colleagues that closer to home, Delray Beach has done an excellent job with its entryway signage.
Delray Beach’s so-called gateway feature, which was installed in 2013, consists of six lighted, free-form sculptures designed by San Antonio artist Michelle Newman.
The forms tower 28 feet above the pavement and flank Atlantic Avenue, the main road into the city, on the east side of Interstate 95. They are front- and back-lit at night and depict images, such as gladioli to honor the city’s old gladiola festival, and pineapples to represent the city’s early history as a prime grower.
Moschella explained that branding is a way to market the city. A brand incorporates such elements as a city’s culture, values, natural beauty, architecture, its businesses, history and people, she said.
“It’s more than just a logo or a motto,” Moschella said.
Signage is considered part of a city’s visual identity, which is a particular aspect of branding, the public affairs director said. It incorporates color schemes, design aesthetics, logos and city seals, and text font.
The sailfish is part of the city seal, Moschella said, so must be kept for official purposes.
Shelton conceded that the sailfish would be an appropriate addition to some signs — such as those that grace the city’s marina — but overall, she’d like something less hokey.
“The fish looks a little cheap sometimes,” the mayor said.
The commission did not vote on the matter and no public input was allowed, but Hay suggested the city solicit suggestions and opinions from residents about what sets Boynton Beach apart from other coastal cities.
Hay also recommended the city look into whether a small impact fee — which the city collects for public artworks from developers for construction projects of $250,000 and up — could be levied for the signs.
“It is art,” said Hay, who also suggested that residents be enlisted to give alternative suggestions based on their perceptions and memories of the city.
The vice mayor offered the top question residents should ask themselves to start the visioning process: “What’s special about Boynton Beach?”
Comments