In West Allis, WI, a Milwaukee suburb, a unique sign-ordinance provision enabled a code tweak that greenlighted a retro-cool, changing-color, 23-ft.-tall sign for Oscar’s, a popular hamburger shop that’s also well known for its custard desserts. According to Sign Effectz (Milwaukee) owner Adam Brown, shop designer Michael Dlugi met with Oscar’s owners Jim and Susie Taylor. Susie showed Michael a custard-filled cone and said, “This is how I want my sign to look!”
However, local codes only permit 10-ft.-tall signs, which didn’t provide sufficient sightlines along Wisconsin Hwy. 100, the major thoroughfare that passes by the restaurant. However, West Allis’ sign code implements a unique provision. If a sign is deemed “unique or creative” and an asset to the overall community, exemptions are permitted, provided the sign doesn’t present a safety hazard. It features internal illumination provided by white SloanLED modules, and a sign face and cabinet created with a CNC router and metal-forming equipment.