Rochester Crossing developers have asked the Planning Board permission to construct a 26-foot tall sign.

On Tuesday night, representatives from Rochester Crossing LLC and the Brockton-based Sign Design, Inc. unveiled plans for a new sign advertising the commercial development to I-495 drivers.

Rochester Crossing LLC owns a 30-acre lot located between Cranberry Highway and Route 58. Developers will rent space to big-box commercial retailers in the future.

“The availability of signage is an important element to attract tenants,” said Rochester Crossing Attorney Richard Serkey.

Serkey said the new sign would be built behind an existing sign that advertised the defunct R.F. Morse Greenhouses and Nurseries. The old sign would be removed.

Lisa Mann, of Sign Design, said the new sign would be slightly narrower than what is there now, but would be 12 feet higher than the old sign. LED lights would illuminate the names of the incoming tenants 24 hours a day, 7 days a week on the highway side. There would be no lights on the side facing a residential neighborhood.

Mann noted the highway side would not be completely illuminated.

“The sign’s entire face won’t be lit,” she said. “It will be a softer light so it’s not staring you in the face when you’re heading down the highway.”

Due to the sign’s size, Planning Board members must approve bylaw waivers, which members seemed happy to do.

“So, the overall effect of the sign will be to alert people on four-ninety-five to come into town and use our tax base?” Member Ben Bailey asked. “I can agree to that.”

Planning Board members voted to continue the public hearing to their next meeting. Chair Arnie Johnson said members should be prepared to approve the request at that time.