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He explained that it is not a pigmented sign; during the daytime the sign looks black, but at night, it lights up as a muted white. Mr. Herlitz stated that the reason for the appeal is because Blackhawk Network has actually changed its branding and has just recently gone public; hence, its identity and branding are very important to the company. He indicated that when the signs were done in 2004, the horizontal branding was fine, but now, everything has a stacked look to it. He explained that the logo is actually much bigger than what is being proposed, but he is trying to keep within the new branding standards. He continued that part of the reason five -inch tall internally - illuminated letters are the standard is because five inches is necessary to get proper illumination. He added that the sign is also being changed from neon - illuminated letters to LED, which is far more efficient. Mr. Herlitz then plugged in and displayed two samples of illuminated signs: a typical reverse pan channel letter, three inches deep, halo illumination; and the black /white, which is white but not a bright -in- your -face pigmented -type plastic. He pointed out the difference between the two and noted that what is being proposed has a very nice look and will give better visibility from the freeway. Mr. Herlitz stated that one of the primary issues that came up was that he requested to keep the signage within the reveal lines of 34 inches, which can be done with this type of copy but will lose sign in the signage and will be less visible. He noted that the Work Day sign is a stacked form as well, possibly 44 inches or more in height with letters that have to be close to 36 inches. He added that the Work Day sign basically spans the whole entire fascia, whereas the proposed sign has a much more balanced look. Craig Crist stated that the landlord had indicated that the sign on the building is limited to the time of operation, running from daylight and shutting off at 11:00 p.m. He indicated that during that period of time, they would like to represent the company as best they can with illumination on the face side of the freeway, if possible. He noted that their intent is to produce or promote Blackhawk Network as an employer of this town, and this is just an opportunity for them to broadcast and promote their company. Commissioner Pearce inquired if both signs would be turned off at 11:00 p.m Mr. Herlitz said yes. He added that they are turned off at 11:00 p.m. now. Commissioner Posson noted that the applicant demonstrated the illumination of the lettering and inquired about the illumination of the logo. Mr. Herlitz replied that one of the logo signs is black and would be black /white as well, and the other two signs are clearer with vinyl. He added that a diffuser film or something similar can be put on the back of the logo to diffuse the illumination. Commissioner Pearce stated that she understands their concern about visibility and asked the applicant, strictly speaking about illumination and not the other issues, how he PLANNING COMMISSION MINUTES, May 8, 2013 Page 17 of 25