UPTOWN SIGNAGE GUIDELINES I. General Signage Guidelines

UPTOWN SIGNAGE GUIDELINES
I. General Signage Guidelines
II. Uptown Signage Guidelines
III. Entertainment District Specific Guidelines
IV. Asia On Argyle Specific Guidelines
V. General Reference
Chicago has long been a leader in urban design and a city that prides itself on the unique qualities that
have developed here. This historic legacy has also left an indelible mark on Uptown and the neighborhoods
within. Features which include terra cotta façades, intricate masonry detailing, sculptural adornments,
flashing marquees or stain glass windows are just a few of the notable features that can be found in Uptown.
As Uptown moves ahead and seeks to capitalize on the entertainment facilities already in place while
also experiencing renewed interest in new development opportunities throughout the neighborhood, it
becomes essential for local businesses to understand and implement best design practices that will aid not
only their business, but will also enhance the aesthetics, safety, identity and perception of Uptown in
general. It with these intentions that these guidelines have been developed.
I. General Signage Guidelines
Uptown has a rich history as a neighborhood with a variety of architectural styles and streetscapes.
The building stock also consists of a variety of historically landmarked or contributing buildings and as such,
special care should be taken with appropriate signage and installation. In addition, there are other
considerations, particularly city ordinance and codes which should be adhered to when considering signage:
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Be creative when installing new signage.
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Do not place signage higher than the second floor.
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Always be clear and concise, “Less is More.”
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Consider historic nature of buildings and use only
complementary materials or styles.
Do not use painted wall signs that are painted
onto plastic, vinyl, wood or metal and adhered to
the building with minimal or no sign structure.
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Consult City Ordinance requirements for
clearance above the public way.
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Avoid backlit box type signage.
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Remove “Burglar” bars, consider decorative
interior burglar bars, alarm systems or camera’s.
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Do not use lighting that that aims skyward;
prevent unreadable shadows while enhancing
sidewalk and street safety for patrons.
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Avoid clutter in display, limit window coverage to
20% of display window area.
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Avoid white letters or light colored awnings.
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“Bubble” styled awnings should not be used,
always use angled “shed” type awnings.
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If installing projecting or hanging signs, ensure
legibility from both sides.
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Apply for required permits for signs or awnings
which extend over public way.
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Install eye level displays of menus or specials.
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Be creative and inviting in your window display.
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Consider sidewalk seating where possible.
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Regular window washing greatly enhances the
appeal of your business!
II. UPTOWN SIGNAGE GUIDELINES
Applicable to all areas of Uptown including but more useful to residential areas
In general, these examples are a starting point for all of Uptown, but in particular, commercial areas
surrounded more closely by residential neighborhoods such as Buena Park or Sheridan Park, however some
characteristics also should be used in any Uptown location. The following are examples of appropriate
signage and window displays, lighting and awnings, however if in the Entertainment District or the unique
Argyle Corridor, continue reading for some other enhancements on the following pages.
The signage used to the left fosters a pedestrian friendly environment
and is free of clutter in the display window. The awning and colorful
stylized exterior lighting are visually appealing and clearly allude to
the product on offer. The interior is clearly visible to those passing by.
The photo below clearly uses the historic building and creates
an inviting environment both inside and on the street. With
the tables at the front and display cases clearly visible inside,
the products are clearly known while the ambiance and safety
of the pedestrian zone are maximized by having “eyes on the
street”.
The signage used here preserves the historic accents while
allowing for clear visual security of those inside and on the
street. In this case, awnings and exterior lighting have not
been used, however interior lighting is noticeable and catches
the eye of the passerby. The font and clarity used also clearly
convey the desired message.
III. ENTERTAINMENT DISTRICT SPECIFIC GUIDELINES
North Broadway between Montrose and Gunnison;
General Characteristics
As the Entertainment District begins to take shape, the opportunity exists, and will continue to exist,
where business owners have added freedom to be creative with the signage used. The opportunity also
exists for signage to be a driver in the further development of the district by creating a colorful and lively
street environment which will encourage visitors to spend an afternoon or evening both before and after a
local show or as a destination at a later time. By installing vivid and artistic signage, the development of a
sense of place that is safe, creative, welcoming and energetic while also clearly conveying a message about
your business, will greatly enhance the district. Creative signage will also capitalize on the high visibility of
the District due to the CTA crossing Lawrence and North Broadway and with this in mind, particular attention
and care should be given to any proposed signage.
Currently, there are a variety of different signage examples in this area, some of which are pictured
on this page. In general:
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Take the opportunity to be creative and catch the attention of visitors or passersby.
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Use Neon, LED or appropriate lighting that complement the existing entertainment theme.
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Convey your message for visitors not familiar with your establishment or product.
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Work with the existing historic architectural features on your building and within the District in
order to accentuate the details as much as possible.
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Particularly in this area, projecting signage, i.e., those over the public sidewalk, are desirable.
IV. ASIA ON ARGYLE STOREFRONT AND SIGNAGE GUIDELINES
Argyle between North Broadway and Sheridan Road;
North Broadway between Gunnison and Foster;
Sheridan Road between Ainslie and Winona;
The Argyle corridor and adjacent areas present a unique opportunity to showcase the products and
offerings of a multicultural community to a wider audience while also offering items to a knowledgeable
audience. Whether it is a certain ingredient needed for a particular recipe or a baked good that is a family
favorite, there is a good chance it can be found in this neighborhood.
However, there is set to be a new streetscape installed on Argyle. With the overhaul, several factors
should be considered to enhance the overall environment:

Removal of “burglar bars” from façades and doorways as they become unsightly and do not
promote your business. In many cases, they are detrimental and discourage new visitors to the
neighborhood. Installation of interior burglar bars that are easily opened or closed or security
cameras should be considered.
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De-clutter windows as it does not invite or encourage pedestrian traffic on the sidewalks. It
negatively impacts safety in that sidewalks feel dark, desolate and unsafe for pedestrians, and
therefore potential patrons! The interior of your business is likewise invisible to those on the
street, meaning your safety of those inside could be hindered and a full idea of goods offered
may not be clear.
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Minimize posters, menu’s, photos and other visual barriers, limit coverage to 20% of area.
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Shelving which obscures the majority of your interior should be removed. Use display
cases or shelves that are lower than eye level or utilize the side walls instead.
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Maintain a clear line of sight into and out of your establishment at eye level. This helps to
present an inviting store and in turn enhances safety for everyone.
Signage should reflect the cultural heritage of the area, however signage should be clear and
concise and of durable materials. Telephone numbers, fax numbers or websites should not be
used or prominently featured. Rather, your business name and if appropriate, an indication as
to what you sell are appropriate. Plastic, Styrofoam and plywood signs are not appropriate.

“Bubble” styled awnings (rounded top) are to be avoided.
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Internally lit awnings are prohibited by the city.
Pictured are two examples of
appropriate types of signage and the
desired effect on the pedestrian zones:
Minimal clutter in the windows and clear
sightlines which enhance visibility and
security while also being inviting.
V. General Reference
Disclaimer: This guide is not an exhaustive legal document or reflective of all relevant city ordinance or
guidelines which could apply, but is instead meant to service as a starting point for your project.
Chicago Zoning and Land Use Ordinance: Before beginning your storefront renovation or purchasing
your sign, be sure to check Chicago's Zoning Ordinance so that you will be in compliance with the law.
The following are a few of the key ordinance sections related to possible new signage:
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17-3
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0300, General District Standards
0500, Pedestrian Streets (businesses on Argyle, Lawrence/Broadway and portions of Clark in Uptown should
note this designation)
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17-4
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17-12-1000
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1003-E, Area and Height restrictions
1004 Sign Features and Characteristics
1005-A, B, C, E, F regarding awnings, changing images, flashing, marquee and projecting signs
Business and Commercial Districts (Storefronts and Window Display)
Downtown Districts and Pedestrian Streets
Signs in Business, Commercial, Downtown and Manufacturing Districts
Signage Permits Begin the process of applying for related public way permits by contacting licensed
Sign Erector Companies here:
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http://www.cityofchicago.org/content/dam/city/depts/bldgs/general/SPR/
ComprehensiveSignPermitProcess2009revised.pdf
Small Business Improvement Fund (www.somercor.com/sbif/) SBIF is an incentive program that may
be available through the city to enhance and remodel façades. Eligibility for funding is also
dependent on a higher degree of signage and façade requirements which in some cases exceed city
ordinance, or the requirements in this document. Contact Uptown United or Somercor for more
information. Eligible expenses for a SBIF grants may include:
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New windows, floors or roof
Sign removal and replacement
New heating, ventilation and air conditioning
Improvements to accommodate disabled patrons or workers
Historic Buildings Depending on the building and project, some tax incentives may be available,
however they may be subject to the Department of the Interior Guidelines or Illinois Historic Building
guidelines. For more information:

http://www.nps.gov/hps/tps/standguide/rehab/rehab_storefronts.htm
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http://www.illinoishistory.gov/PS/