The term "sign" shall include every sign, billboard, illustration, insignia, lettering, picture, display, banner, pennant, flag or other device, however made, displayed, painted, supported or attached, intended for use for the purpose of advertisement, identification, publicity or notice, when visible from any street or from any lot other than the lot on which the sign is located and either located out-of doors or located indoors and intended to be viewed from outside the building. The term "sign," however, shall not include any flag, pennant or insignia of any governmental unit or nonprofit organization, any traffic or directional sign located within the right-of-way of a street when authorized by the Town of Beacon Falls or State of Connecticut nor any illustrations, insignia or lettering which is an integral and permanent part of the architecture of a building approved under a site plan or special exception.