By Gretchen Webster

WESTPORT — Unstacked and smaller, a redesigned version of the famous Amazon “smiling arrow” logo has won backing as the sign for the new Amazon Fresh supermarket on Post Road East.

The sign, arranging the words “Amazon Fresh” horizontally instead of the logo’s usual vertical design, also should lower outward light spread and be less visible to neighbors, according to the presentation at Tuesday’s meeting of the Architectural Review Board.

The Amazon Fresh supermarket will open in the Post Plaza, 1076 Post Road East, in space previously occupied by Barnes & Noble.

After seeing the redesigned sign, the ARB gave its support to the application. The board had rejected the initial proposal in January. At that meeting, neighbors Michael and Elizabeth Higgins complained the sign would be too visible from their home, located behind the Amazon property. 

The larger 8-by-9-foot size of the original sign also would have required Amazon to get a variance from the Zoning Board of Appeals. But that board also rejected the proposed sign in March. 

Below, the originally proposed sign with the words “Amazon Fresh” stacked, one on top of the other, ran afoul of two town boards earlier this year. The company has redesigned the supermarket sign, above, with the words displayed in a horizontal format.

After the sign featuring the traditional logo for Amazon Fresh was rejected twice, it was redesigned and unveiled Tuesday to the ARB.

The sign’s new look was presented by Gary Potts, of the Professional Permits Co. in Indiana, a firm hired by Amazon.

ARB members voted to recommend the redesigned sign be approved by the Planning and Zoning Commission, thanking Potts for taking steps to meet their requirements.

“It looks like the questions that were raised have been addressed,” board member Charlie McMillan said at the end of the meeting.

“Thanks for coming a back with a workable solution,” member Jon Helper agreed.

Amazon’s application for the supermarket sign in January was the first official confirmation that an Amazon Fresh outlet was planned for the Post Plaza shopping center.

Rumors swirled for months over the new tenant coming to the space formerly rented by a Barnes & Noble bookstore.

But the identity proved elusive since Amazon required everyone involved in the project to sign non-disclosure agreements.

Gretchen Webster is a freelance writer and frequent contributor to Westport Journal. Learn more about us here.

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