Marc's Gets Green Leaf, But Sign Can't be Red

Marc's wanted to update its look by adding some color to its sign at the Eastgate Shopping Center location in Mayfield Heights.

The store wanted red letters instead of white and a green leaf to replace the white apostrophe. City Council voted Monday to allow part of their request, approving the leaf.

Much of the discussion centered on city codes which state that signs at multi-tenant centers must all be "substantially similar" in color.

Aaron Hoffman, representing shopping center owners Cosmo-Eastgate, Ltd., argued that "substantially similar" is not the same as identical and that Board of Zoning Appeals members were being too restrictive with their interpretation in denying the requests on behalf of Marc's.

He said city officials were not acknowledging the important of branding and that single tenant sites such as Walmart have a marketing advantage in being able to use different colors.

"Free-standing businesses like Walmart get the benefit of their entire brand," Hoffman said.

Council wasn't swayed by that argument and upheld the BZA's denial of the red letters. However, the denial of the green leaf was overturned by a unanimous vote.

Councilman Joe Mercurio noted that Marshall Carpet and have some green in their signs.

"The shade of green for the leaf will be the same as First Watch and Marshall's," he said.

Mayor Gregory Costabile said the other businesses weren't relevant because they're not part of the same building. He said the important part was that the sign would still be fitting others on the same strip.

"The bulk of the sign is white. The bulk is substantially similar," he said.