Ryan Signs – Sign Options Meeting

Date: 2026-04-05
Attendees: Melissa Cusumano (Asymmetric), Trevor Voice / Marybeth (Ryan Signs)
Client: ^[1]
Vendor: Ryan Signs (trevorvoice@ryansigns.net)

Overview

Melissa and Trevor aligned on a two-option proposal strategy for updating Crazy Lenny's beltline-facing backlit sign. The meeting surfaced a key zoning constraint — the existing sign is legal non-conforming at 145 sq ft, well above the city's 80 sq ft limit — which shapes both options. Visual mock-ups are required before presenting to the client, who is cost-sensitive and will default to the cheapest option if shown numbers alone.

Key Decisions

• Two options will be developed rather than a single recommendation, to give the client a visual basis for comparison rather than deciding on price alone.
• Option 1 (Face Replacement): Replace the plastic face of the existing 145 sq ft cabinet with new branded graphics. Cabinet and electrical stay intact. Lowest cost; most likely client choice if only price is considered.
• Option 2 (Channel Letters): Remove the existing sign and install a new channel letter sign within the 80 sq ft city limit. "Crazy Lenny's" and the bicyclist logo as individual channel letters; "Electric Bikes" as a channel module (similar to the Bricks and Minifigs example). Premium, modern look.
• Permitting strategy for Option 2: Ryan Signs' designer will draw tight, connected rectangles around each element (logo, "Crazy Lenny's" text, "Electric Bikes" module) to maximize usable square footage within the 80 sq ft cap — avoiding paying for blank space.
• Mock-ups are required to sell Option 2. Trevor: "I think the cost alone, Dave's going to make the decision — we're going to go with the lowest price."

Legal Constraint: Sign Ordinance

The existing sign exceeds the 80 sq ft city limit but is grandfathered as legal non-conforming. A face replacement preserves that status. Removing the sign and installing a new one requires full compliance.

Branding Notes

• The current beltline sign uses an inconsistent "Electric Bikes" text style that does not match the new Crazy Lenny's logo.
• Goal is to align the beltline sign with the front-of-store signage.
• Melissa suspects the correct "Electric Bikes" treatment includes a lightning bolt in the word "Electric" — needs to be confirmed with the client.
• The new logo PDF should be vector-based and usable directly by Ryan Signs' designer.

Action Items

Relevant Transcript Excerpts

On the legal non-conforming status:

Trevor: "The sign he currently has is legal non-conforming, so we can change the face and still keep that size sign. If we remove that sign, then we have to comply with the 80 square feet."

On why mock-ups matter:

Trevor: "I think the cost alone, Dave's going to make the decision — we're going to go with the lowest price."
Melissa: "Right, yeah. If he's looking at cost and designs, he might feel differently."

On the permitting rectangle strategy:

Trevor: "We can draw up to three rectangles around the elements… we're not going to be paying for all of that blank space… our designer is really good — he just brings things in as absolutely tight as he possibly can."

On the channel module concept:

Trevor: "We could do the Crazy Lenny's and the bicyclist in the individual letters and then do the electric bikes in a module, kind of similar in the neighborhood of Bricks and Minifigs, which would add interest."

Related

• ^[2]