March 15, 1999

To:Toronto Community Council

From:Commissioner of Urban Planning and Development Services

Subject:522 University Avenue, Application No. 999012 : Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Stikeman, Elliott, P.O. Box 85, Commerce Court West, Suite 5300, Toronto, Ontario, M5L 1B9, on behalf of National Life Insurance Company of Canada, c/o James Newland, 522 University Avenue, Toronto, Ontario, M5G 1Y7. (Downtown-Ward 24)

Purpose:

To review and make recommendations respecting an application for variances to install new identification signage at 522 University Avenue.

Source of Funds:

Not applicable.

Recommendations:

It is recommended that:

1.City Council approve Application No. 999012 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit one illuminated fascia sign and two illuminated pedestal signs on condition that only the top portion of the pedestal signs, being the letters and logo, be illuminated.

2.The applicant be advised, upon approval of Application No. 999012 , of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The property is located on the south-west corner of University Avenue and Elm Street, in a mixed-use (commercial/residential) district. The property accommodates a fourteen storey commercial building. The applicant is requesting permission to remove the existing signs on the north, south and east elevations of the building and install new identification signage to reflect the company's new corporate image (see Figures 1-5).

The signs do not comply with Chapter 297 of the Municipal Code in the following ways:

1.the height of the fascia sign on the north elevation will exceed the maximum permitted height of 3 metres by 1.87 metres;

2.more than one pedestal sign will be erected within the University Avenue frontage of the lot; and

3.the pedestal signs will be set back 1.2 metres from the street line instead of 2.0 metres.

The first variance occurs because the height of the logo and name combined will exceed the maximum permitted height for a fascia sign. The size of signs is regulated in order to reduce the visual impact of signs on the streetscape and on the buildings to which they are attached.

The applicant's original submission proposed a back-lit sign box having a height 5.1 metres. However, I advised the applicant that University Avenue is the City's most important ceremonial street and that signs should be designed in a manner which are sensitive to the character of University Avenue. The applicant has worked closely with City staff on a revised proposal consisting of individual halo-lit letters and illuminated logo. The logo has been appropriately sized to line up with the decorative grill panels and the new letters would be installed directly above the logo, in the same location as the existing letters. In my opinion, the revised proposal represents a meaningful improvement over the initial submission, and is in keeping with other corporate identification signage along University Avenue.

The second and third variances have to do with the number of pedestal signs and their location on the property. The signs would be installed on either side of the concrete staircase. The number of signs proposed is acceptable in this instance because they would provide symmetry and reinforce the building's main entrance. Although the signs would be situated closer to the street line than permitted, the signs are located on the podium level, approximately 1.5 metres above the sidewalk, and would not obstruct or otherwise interfere with pedestrians. The applicant has advised that only the top portion of the signs, being the logo and letters, would be illuminated, which I consider acceptable.

The property is also subject to University Avenue By-law No. 13409 which regulates signs along University Avenue between Front Street and College Street. Under By-law No. 13409, the proposed fascia signs on the north and south elevations are not permitted. The proposed signs are comparable in size to those which they are intended to replace and are in keeping with other corporate logo signs along University Avenue. The applicant has applied to the Committee of Adjustment for a variance which will be considered on May 11, 1999. A copy of this report and Toronto Community Council's decision will be submitted to the Committee of Adjustment for its information.

I am recommending approval of this application subject to the conditions noted above, as I find the variances requested to be minor and within the general intent and purpose of the sign provisions of the Municipal Code.

Contact Name:Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-0580

E-Mail: lmazzocc@toronto.ca

Beate Bowron, Director

Community Planning, South District

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