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Lloyd’s plan for big logo on Elmwood restaurant concerns city planners

The Planning Board has reservations about the second Lloyd Taco Factory restaurant.

At its meeting Monday, the board expressed concerns over a proposed Lloyd logo graphic, which would wrap around the building.

The graphic would be emblazoned on a metal mesh overlay that would attach to and cover the building’s exterior. The logo would begin on the front of the building to the right of the entrance and extend around the entire northern wall. Current plans show it with a black background, white lettering and green outline. The mesh would extend about four inches above the height of the building, bringing it to 20 feet. Lloyd has applied for a variance for the mesh’s height with the zoning board of appeals.

Owners said the large graphic was necessary to make the business more recognizable.

“This building is very small and hard to find,” said Peter Cimino, an owner at Lloyd.

Some board members disagreed.

James Morrell, the board’s chair, likened the graphic to a sign and said the board would be very unlikely to approve a 20-foot sign on Elmwood Avenue.

Cimino asked the board how it would feel about a mural instead, citing one on the side of a Jim’s Steakout location down the street at 938 Elmwood Ave. Board members said they would have to see the design.

The Elmwood Village Association expressed concerns about the graphic as well. During the public hearing, a representative said that, while it supports the restaurant, the graphic is not a good fit for the neighborhood.

The board tabled the plan and said it would seek recommendations from the Elmwood Village Association’s design committee.

The 2,800-square-foot building, at 502 Elmwood Ave. between West Utica Street and Hodge Avenue, will be Lloyd’s second brick-and-mortar restaurant. Like its first location at 1503 Hertel Ave., it will service the company’s mobile food trucks.

The rest of the plans call for a front patio with two tables and a back patio to seat about 50 people. The front and back of the restaurant would have large glass, garage-type doors opening onto each patio. The back patio would have a bar for floor service and cement board acoustic fencing to reduce noise.

An existing garage at the rear of the property would be demolished. A new 800-square-foot building would be constructed to prepare food for Lloyd food trucks.

Cimino also said it is considering adding brunch service on Sundays. The Hertel Ave. restaurant is now closed on Sundays.