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Page 3 of 5 above. These aspects focus on the use of indirect, backlit or halo-illuminated signage, flush- mounted signage, individual channel letters, high-quality finish materials, colors consistent with/complementary to the project area, a reduction in or elimination of some corporate signage designs when they appear unnecessary or excessive, proportionality to the project area the proposed signage represents, requiring lighting limitations to reduce impacts on surrounding uses, consideration of both vehicular and pedestrian safety when locating monument and directional signage, etc. With respect to the two General Plan policies noted above, while they provide guidance to minimize” and “discourage” bright and franchise elements in signage, neither policy prohibits the use of these elements. It is thus a subjective matter for the Zoning Administrator to determine whether the amount of such elements is excessive or inappropriate, considering the above-noted factors. For this application, staff observed that gas stations throughout Pleasanton (including immediately opposite this site) commonly use branded colors and logos on canopies and elsewhere, and there are many examples of gas stations with similar or greater amounts of such signage. Through the SDR process, staff therefore worked with the applicant to reduce the size of logos, limit the amount and hours of nighttime illumination, and limit the size of the monument sign. DISCUSSION Zoning Administrator's Action On December 3, 2024, Guy Houston, on behalf of the owners of Gulf gas station at 4212 First Street, submitted a Sign Design Review application for signage modifications as part of a rebranding process from the former Shell to the new Gulf gas station. The scope of work also included replacing much of the dead landscaping and removing outdated structures like propane tank holders, bollards, etc. On December 19, 2024, the application was deemed incomplete. While staff indicated its general support for the applicant’s overall intent to upgrade and improve the appearance of the project site, comments were provided to the applicant in two key areas: To request the amount/intensity of lighted signage be reduced, particularly the canopy signage. The applicant was advised to modify the canopy signage to eliminate some proposed neon striping and use signage indirectly lit, halo-lit or backlit (versus internally illuminated cabinet signs). It was also recommended that canopy lighting have a shut-off time (10 p.m.) Retaining the existing height of the monument pricing sign, versus allowing an increase in the height of the sign as proposed. (Staff noted State law requires certain minimum letter heights for display of fuel prices). Staff also requested modifications to the base of the monument sign to match the proposed color/painting of the on-site buildings. Over the course of the following weeks, staff met with the applicant approximately four-five times (phone and virtual) to review possible sign design options, lighting options, etc. On January 30, 2025, the Zoning Administrator approved the revised proposed signage (provided in Attachment 2) with the following revisions: Minor reduction in size of the trademarked logos on the canopy; Page 195 of 223Page 177 of 249