Vernon Hills Target might get bull's-eye logo after 20 years

Shoppers recognize the ubiquitous bull's-eye symbol as an indicator of a Target store in the neighborhood — except in Vernon Hills.

That's because corporate logos weren't allowed on signs in the retail rich community when Target came to town in 1992.

“We were discouraged at the time because Vernon Hills didn't allow any corporate logos at all,” said Forrest Russell, regional development manager for the nation's second largest retailer.

Regulations have softened since, and so have the opinions of a majority of Vernon Hills village board members. Whether the support will be enough as the Minneapolis-based company seeks a sign variation to include the logo on the Super Target store, 313 E. Townline Road (Route 60), is to be determined.

Russell, the executive who also represented Target at the time, has been back to make a case for a sign variation to allow the logo, which has become part of the company identity.

Last month in a public hearing before the village's zoning board of appeals, Russell said retail uses along Route 60 have changed considerably in 20 years and Target has evolved in merchandising and image.

The logo, he said, is one of the few brands in the world whose name is what the logo represents.

But as the Super Target store is 400 feet from Route 60 and screened by landscaping, the property could not yield a reasonable use and return if a variation to allow the bull's-eye wasn't granted, he told zoning commissioners.

Logos are allowed under village code with certain conditions, including that it not exceed the height of any lettering. Target's request for an 8-foot bull's-eye logo, which exceeded the height restriction by 3.55 feet, was recommended 4-1 for approval.

Russell restated the case Tuesday to the village board during an informal work session.

“It's a tough retail environment,” he told the board. “Right now, we're looking for every possible opportunity to display our brand and be competitive in the market.”

He said the company is upgrading about 300 stores a year.

“We're sort of buffing up all our existing properties,” Russell said. “Our goal is to bring everything into a consistent brand from coast to coast. Of all the stores I've worked on, this is the only one that doesn't have a bull's-eye on the building.”

Trustee Barbara Williams, who was village president at the time Target arrived, said she didn't mind the logo but wanted it to be smaller. Trustee Cindy Hebda suggested it be allowed but at the same size as the letters, about 4½ feet.

“Even though I understand your marketing ... that (logo) isn't what draws me to your store. It's the product,” Hebda said.

A compromise of about 6½ feet was suggested by Trustee Jim Schultz to be in keeping with the logo for the Wal-Mart next door.

“We're giving neither one an advantage,” he reasoned.

His suggestion was informally approved 3-2, with Hebda and Williams against. Mayor Roger Byrne said he also agreed, making it 4-2.

But because what they approved differed from the zoning board recommendation, there is a question of whether a super majority is needed.

A legal opinion is being sought before the measure resurfaces for an official vote.