While I wouldn't want to see extremely commercial signage (such as Coke), I think highlighting the historical and entertainment venues in the area COULD be of value. Lit's was a commercial enterprise in its day, not a museum. Too much of East Market Street at night looks dark and desolate. As long as strict controls are in place, I would be in favor of it.
I am not sure how this can be categorized as an historical restoration, it is anything but and very commercial. Its equivalent to putting a baseball cap on the David. I think other ideas should be explored. Hopefully we can work to retain the historical districts of Philadelphia and not become a smaller version of Timesquare.
I would be more in favor of this if the focus were exclusively historical. The video depicts a lot of commercialism along with some historic emphasis.
This proposed signage does not detract from the beauty of the building below - rather it adds life and vitality to an underutilized street-scape of Center City and would be a great addition to this commercial section of the city as it seeks to improve this lackluster retail district. Importantly, the signage does not permanently damage the historic facade below and could, at a future date, be removed or replaced so in no way does it present a risk to the historic preservation of Lit Brothers. Additionally, the revenue from the sign can only increase the chances that this facade will have the financial backing to be preserved long into the future.