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(October 2011) posted on Wed Sep 28, 2011

Art Display Co. illuminates a Baltimore mixed-use project.

By Arthur Goldberg

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Arthur Goldberg is executive vice president of Art Display Co. (Capitol Heights, MD).

 

28 Walker Assoc., the developers of McHenry Row, a mixed-use project located near Ft. McHenry in Baltimore, wanted to transform the property’s imposing water tower into a conspicuous landmark that would make the development a destination – much as Francis Scott Key celebrated the bravery of Baltimore’s defenders when he penned The Star Spangled Banner.

Firm representatives Mark Sapperstein and Abe Rosenthal wanted us to provide a comprehensive
sign plan for the property. Besides creating environmental graphics for the 80-plus-year-old water tower, the client tasked us to create a comprehensive sign plan that included two, main-ID pylons; wayfinding, garage and directional markers; retail sign specs and pedestrian directories. The total program encompassed 550 sq. ft. The tower signage budget totaled $175,000; the tally for the remaining onsite graphics is still to be determined.

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But, first and foremost, the 123-ft.-tall tower provided an exciting opportunity for a strong visual statement. Merrick Towle Communications (Beltsville, MD) created the McHenry Row logo. We’ve worked with Merrick Towle for approximately 20 years, and they’ve always been very reliable collaborators.

After having submitted and revised designs during several meetings, the client presented the comprehensive sign plan to Baltimore’s zoning authority, which enthusiastically endorsed the plan. Also, they complimented 28 Walker Assoc. for presenting the most detailed sign program they’d ever reviewed for a mixed-use project. However, when the economic downturn hit, the project was put on hold for a year and a half.

Given the installation and maintenance challenges such a tall structure would create, we immediately recommended using LEDs to illuminate the tower’s logo and letters, as well as its supporting legs and tower.

 

Bright lights, big city
The channel letters measure 4 ft. tall and 5 in. deep; the stars span 8 ft. tall, and the stars and stripes cover 3 ft. 3.75 in. x 12 ft. 8 in. We fabricated the signs using 0.040-in. aluminum returns; we cut out the backs and letter faces on a MultiCam 3000 CNC router with an HMI 20 interface. We spot-welded the returns to the aluminum backs.