If, in the Planning Board's judgment, a structure or use to be identified is not sufficiently visible from the street, one freestanding (monument type) business identification sign may be located on a lot facing each frontage street, as directed by the Planning Board, with a total sign area of each such sign not to exceed 40 square feet of sign area and provided that each such sign shall be set back a minimum of 15 feet from the edge of pavement, but not within the designated street line. The top of such sign shall not be higher than four feet above average finished grade. Such signs shall not be illuminated by exposed tubes, bulbs, or similar and there shall be no exterior spot lighting or other illumination of such sign that will cause any glare on the street or any adjoining property. Said sign shall only identify the occupant of the property. It may identify a retail center, but not the individual business.