Sign area shall be measured around the outside edge of a framed or enclosed sign or by the area utilized by isolated words and/or symbols, including the background, whether open or enclosed, but said area shall not include any supporting framework and bracing incidental to the display itself. Signs with two exposures shall be measured for area by using the surface area of one side of the sign only. Both sides may be used. However, permit fees shall be charged for both sides, if copy is shown on both sides.