KITCHENER - City councillors sided with the community last night, selecting the Highway 401 signage design most residents and business owners preferred during a public consultation last summer.

More than 58 per cent of the people who voted on the four signage options that were presented, either online, through a mailed ballot or in person at a dedicated booth that was set up at city hall, indicated that they favoured option B -- created by Pride Signs of Cambridge, Ont.

Subject to MTO approval, two signs will be erected later this spring, at a cost of approximately $292,518 -- more than $57,000 less than the set budget for the project.

The signs will be located on the eastbound traffic side of Highway 401 on the bank of the Homer Watson Boulevard cut-off, and on the bank of the flyer-over at the Highway 8 (Exit 278, the first Kitchener exit). Motorists continuing past Kitchener would see a sign on their right while those taking the Highway 8 or Homer Watson Boulevard cut-offs will see a sign on their left.

City staff concurred with the public's opinion, citing the following reasons:

* the design is the most aesthetically pleasing of all the signs;
* the sign will not be dated looking in years to come;
* the design meets Ministry of Transportation (MTO) policies and guidelines and the city's logo guidelines.

The design is also in keeping with council's wish to have the city's clock tower logo as the overall theme of the entrance features.

Pride Signs' description of their proposal was:
''As a vibrant, confident and diverse community located in the heart of southwestern Ontario, the City of Kitchener plays host to a broad spectrum of travelers who've come to appreciate the extraordinary blend of heritage, hospitality and progress.

''Whether travelling for business or pleasure, motorists will be struck with the elegant simplicity of the signs key elements. The historic clock tower, symbolic of functionality and design, rests within the ellipse foundation, communicating the region's commitment to its developing role as a progressive global community. The iconic Freeport (King Street East) Bridge, set before the timeless architectural aspect of the main structure, further embodies the city's commitment to preserving its rich heritage.''

''I am very impressed with the creativity of our new signage -- and I'm sure the community will be as well,'' said Coun. Geoff Lorentz, chair of the city's community services committee.