The purpose of this division is to provide requirements for the installation, fabrication, erection, and use of signs, as defined in Section 17.1.14. These sign regulations are intended to promote the public welfare, health, and safety of all persons using public rights-of-way; to aid in the proper promotion of business and industry; to reduce the visual clutter that may be caused by signage that impairs traffic safety and rural community character; and to implement recommendations of the Lincoln County comprehensive plan. Traffic control and other public agency signs located within a public street right-of-way or public road easement are not regulated by this division.

(1)

All new and altered signs described herein shall be authorized only through the issuance of a zoning permit under the provisions in Section 17.8.50, except for the following:

(a)

Crop demonstration signs.

(b)

Directional or identification signs, on-premises.

(c)

Public agency signs located within a public street right-of-way or public road easement.

(d)

Real estate signs.

(e)

Temporary signs.

(f)

Repainting, replacing the sign face or the supporting structure with identical materials, changing parts or bulbs, changing sign message within exactly the same sign area and structure, and preventive maintenance of signs which completely conform to the requirements of this subchapter and result in no other change in the appearance of the sign from that originally approved or lawfully constructed.

(g)

All signs legally erected prior to adoption of this chapter. Any such sign that does not conform to one or more provisions of this chapter shall be considered a legal nonconforming sign, subject to the provisions of Section 17.7.02.

(h)

Signs required by State law shall be allowed in the minimum number and size to satisfy state requirements at the site will not be counted against permitted signage amount or total square footage. Pump safety or instructional signs such as "no smoking" or "stop motor" or similar instructional signs, shall be allowed as necessary and in reasonable size, provided such signs are not combined with company brand name, company logo, or company colors in a manner to be construed as both advertising and instructional purpose. (Cr. #2017-02-636)

(2)

Before the issuance of a zoning permit for any billboard, as defined in this division, a conditional use permit shall be required under the provisions of Section 17.8.30.

(1)

SIGN TYPES AND DESCRIPTIONS.

(a)

Advertising Sign, Off-Premises. A sign that directs attention and/or provides directions to a place, business, institution, commodity, service, or entertainment conducted, sold, or offered elsewhere than upon the lot, parcel, or overall development where the sign is displayed. A billboard is one type of off-premises advertising sign that is greater than 32 square feet in area. Billboards may only be constructed following the issuance of a conditional use permit.

(b)

Billboard. See above definition of off-premises advertising sign.

(c)

Business Sign, On-Premises. A sign which directs attention to a business, commodity, service, or entertainment conducted, sold, offered, or manufactured upon the lot or parcel where the sign is located, including services offered by institutional or public uses. Does not include any sign for a minor or major home occupation. (Am. # 2025-04-779)

(d)

Crop Demonstration Sign. Such sign shall be located on the same premises as the crop or product used. A separate sign for each seed, tree, plant variety, fertilizer, herbicide, pesticide or insecticide is permitted.

(e)

Directional or Identification Sign. A permanent sign which indicates the direction to an entrance or parking lot, an address, household or farm name, the location of a particular building within a complex of structures, a warning such as "no trespassing," business hours, whether the business is open or closed, rules for use of parking lots, or serves a similar nonadvertising purpose.

(f)

Freestanding Sign. A self-supporting sign resting on or supported by means of poles, standards, or any other type of base affixed to the ground. This type of sign includes monument signs, signs mounted on posts, and pylon signs.

(g)

Group Sign. An on-premises sign displaying the collective name of a group of uses, such as the title of a shopping center or industrial park and its tenants, a subdivision, an apartment complex, or a mobile home park. Portions of the sign containing names of individual tenants shall be considered as part of the area of a group sign. Such sign shall be located on the same lot as the principal use(s) or within the same development.

(h)

Home Occupation (Minor and Major) Sign. A sign advertising a minor home occupation or major home occupation. Within residential zoning districts, signs shall not be lighted. (Am. # 2025-04-779)

(i)

Projecting Sign. A type of building mounted sign, other than a wall sign, which is attached to and generally perpendicular from a building face. Includes marquee signs, such as are commonly used on theaters. The bottom edge of such sign shall be located a minimum of 8 feet from ground level directly under the sign. The top of the sign shall be no higher than the nearest portion of the building wall to which it is mounted.

(j)

Temporary Sign. A sign or advertising display (including festoons, pennants, banners, pinwheels and similar devices) intended to be displayed for a certain limited period of time. Included in the definition of "temporary signs" are retailers' signs temporarily displayed for the purpose of informing the public of a "sale" or special offer, real estate signs, construction signs, political signs, and signs on trailers or wheels. If a sign display area is permanent but the message displayed is subject to periodic changes, that sign shall not be considered a temporary sign. See Section 17.6.07 for detailed regulations for temporary signs.

(k)

Wall Sign. A type of sign that is mounted parallel to a building facade or other vertical building surface. Wall signs shall not project more than 12 inches beyond the edge of any wall or other surface to which they are mounted. The top of the sign shall be no higher than the nearest portion of the building wall to which it is mounted.

(l)

Electronic Message Sign. Any advertising sign capable of displaying words, symbols, figures or images that can be electronically or mechanically changed by remote or automatic means. Also known as electronic message centers or digital signs. (Cr. #2015-06-615)

(2)

GENERAL SIGNAGE REGULATIONS. These regulations apply to signs in all base zoning districts:

(a)

All freestanding signs shall be set back from all lot lines a minimum distance that is equivalent to their height, except that signs that are 5 feet in height or less shall be set back at least 5 feet from the nearest street right-of-way or street easement line and one foot from all other lot lines. Signs adjacent to State and Federal highways shall also be subject to setback requirements associated with TRANS 233, Wis. Adm. Code.

(b)

All signs shall meet the visual clearance triangle standards in Section 17.5.02(3).

(c)

No sign shall be erected or maintained at any location where by reason of its position, wording, illumination, size, shape, message, or color it may obstruct, impair, obscure, interfere with the view of, or be confused with any traffic control sign, signal or device.

(d)

All sign lighting shall meet the standards of Section 17.5.04.

(e)

No flashing, fluttering, electronic scrolling messaging, undulating, swinging, rotating, animated, or otherwise moving sign shall be permitted except electronic message signs as permitted by 17.6.03(2)(i). (Am. #2015-06-615)

(f)

No mobile, inflatable, or portable sign shall be permitted as a permanent sign, but may be permitted as a temporary sign.

(g)

Closing businesses must remove their signs within 60 days following closing.

(h)

Where topography obscures visibility of a sign, the sign height may be measured from the adjacent road grade. (Cr. #2006-06-477)

(i)

Electronic message signs may be permitted subject to the following standards:

1.

Electronic message signs shall only be allowed for on-premise advertising purposes and only allowed under nonresidential zoning district sign standards 17.6.06(1) and (2). The area of the electronic message sign cannot exceed 50% of the total sign area allowed by this section.

2.

All electronic message signs shall not exceed 0.3 footcandles above ambient light conditions measured from a distance based on the area of the sign [measurement distance = √ (Area of Sign Sq. Ft. x 100)], perpendicular to the sign face, and using an illuminance meter capable of accuracy of 2 decimals. Example: A 24 square foot electronic message center would be limited to 0.3 footcandles when measured at a distance of 49 feet. Measurement Distance = √(24*100)=49 feet.

3.

All electronic message signs shall be equipped with photosensitive equipment which automatically adjusts the brightness and contrast of the sign in direct relation to the ambient outdoor illumination.

4.

Each message change shall be accomplished in one second or less, and each message shall remain in a fixed position for a minimum of 8 seconds. Only frame effects of fading and dissolving shall be allowed. (Cr. #2015-06-615)

Within the F Forestry, A Agriculture, RL2 Rural Lands "2 per 40", and RL4 Rural Lands "4 per 40" districts, the following sign types are allowed, subject to the listed standards:

(1)

BUSINESS SIGN, ON-PREMISES (FOR PERMITTED BUSINESS AND INSTITUTIONAL USES).

(a)

Permitted Sign Type(S): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of Signs: One freestanding sign per lot or parcel and one wall sign per principal building.

(c)

Maximum Permitted Area Per Sign: 64 square feet for any one sign, as measured for all sign faces visible at any one time.

(d)

Maximum Permitted Sign Height: 16 feet.

(2)

DIRECTIONAL OR IDENTIFICATION SIGN, ON-PREMISES.

(a)

Maximum Permitted Area Per Sign: 16 square feet for all sign faces visible at one time.

(3)

TEMPORARY SIGN. Per the requirements of Section 17.6.07.

(4)

HOME OCCUPATION (MINOR OR MAJOR). (Am. # 2025-04-779)

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of Signs: One total per lot or parcel.

(c)

Maximum Permitted Area Per Sign: 16 square feet for all sign faces visible at one time.

(d)

Maximum Permitted Sign Height: 8 feet.

(5)

CROP DEMONSTRATION SIGN.

(a)

Maximum Permitted Area Per Sign: 16 square feet for all sign faces visible at one time.

(6)

OFF-PREMISES ADVERTISING SIGN (INCLUDING BILLBOARDS ON LOTS IN COMMERCIAL OR INDUSTRIAL USE).

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of signs: One per lot or parcel. No billboard, as defined in Section 17.6.03(1)(a), may be placed closer than 5,000 feet from another billboard and other type of no off-premises advertising sign may be placed closer than 2,000 feet from another off-premises advertising sign.

(c)

Maximum Permitted Area Per Sign:

1.

Thirty-two square feet for all sign faces visible at one time where the lot is not in commercial or industrial use or the nearest adjacent roadway is a County highway or town or city road. Off-premises directional signs for uses such as cottages or resorts shall be subject to the standards in Section 17.6.05(6).

2.

Sixty-four square feet for all sign faces visible at any one time where the lot is in commercial or industrial use and the sign is set back less than 100 feet from the centerline of the nearest adjacent State or Federal highway.

3.

One hundred forty-four square feet for all sign faces visible at any one time where the lot is in commercial or industrial use and the sign is set back between 100 and 200 feet from the centerline of the nearest adjacent State or Federal highway.

4.

Two hundred twenty-five square feet for all sign faces visible at any one time where the lot is in commercial or industrial use and the sign is set back greater than 200 feet from the centerline of the nearest adjacent State or Federal highway.

(d)

Maximum Permitted Sign Height:

1.

The bottom of the sign face shall be not higher than 10 feet from the ground.

2.

The top of the sign, as measured to the top of the highest extension of the billboard from the lowest grade within the curtilage, shall be no higher than 18 feet for signs of 64 square feet in area or less and 22 feet for signs exceeding 64 square feet in area.

(e)

Billboard Standards: A billboard, as defined in Section 17.6.03(1)(a), shall only be permitted on a lot or parcel that is devoted to another commercial or industrial use, and that has a legal status for such use, such as an existing nonconforming use or through a previously-granted conditional use permit. All billboards shall identify the owner of the land on which it is placed and the sign owner in letters at least 2 inches tall but not greater than 4 inches tall and include the sign owner's telephone number.

Within the SR Suburban Residential district, each of the RR Rural Residential districts, the MR Mixed Residential district, and the MH Manufactured/Mobile Home Park district, the following sign types are allowed, subject to the listed standards:

(1)

BUSINESS SIGN, ON-PREMISES (FOR PERMITTED BUSINESS AND INSTITUTIONAL USES).

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of Signs: One freestanding sign per lot or parcel or one wall sign per principal building.

(c)

Maximum Permitted Area Per Sign: 32 square feet for all sign faces visible at any one time.

(d)

Maximum Permitted Sign Height: 8 feet.

(2)

GROUP SIGN.

(a)

Permitted Sign Type(s): Freestanding sign.

(b)

Maximum Permitted Number of Signs: One per development or one per entrance road for multiple lot projects.

(c)

Maximum Permitted Area Per Sign: 32 square feet for all sign faces visible at one time.

(d)

Maximum Permitted Sign Height: 8 feet.

(3)

DIRECTIONAL OR IDENTIFICATION SIGN, ON-PREMISES.

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Area Per Sign: 4 square feet for any one sign, as measured for all sign faces visible at one time.

(4)

TEMPORARY SIGN. Per the requirements of Section 17.6.07.

(5)

HOME OCCUPATION (MINOR OR MAJOR). (Am. # 2025-04-779)

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of Signs: One per lot or parcel.

(c)

Maximum Permitted Area Per Sign: 4 square feet for all sign faces visible at one time.

(d)

Maximum Permitted Sign Height: 4 feet.

(6)

OFF-PREMISES DIRECTIONAL SIGN (INCLUDING DIRECTIONS TO A COTTAGE, RESORT, OR SIMILAR USE).

(a)

Permitted Sign Type(s): Freestanding sign.

(b)

Maximum Permitted Number of Signs: One per lot or parcel.

(c)

Maximum Permitted Area Per Sign: 2 square feet for each individual sign face visible at one time. No common posting sign structure shall exceed 100 square feet in total sign area and 14 feet in height.

(d)

Maximum Permitted Sign Height: 8 feet, including structures that contain more than one sign.

(e)

No off-premises sign for advertising purposes shall be allowed in a residential zoning district.

Within the RE Recreation, PB Planned Business, GB General Business, CMU Crossroads Mixed Use, PI Planned Industrial, and GI General Industrial district, the following sign types are allowed, subject to the standards listed below.

(1)

BUSINESS SIGN, ON-PREMISES.

(a)

Permitted Sign Type(s): Freestanding sign, wall sign, projecting sign.

(b)

Freestanding Sign Maximum Permitted Number of Signs: One freestanding sign per lot or parcel. On double frontage lots, as defined in Section 17.1.14, the business shall be allowed a second freestanding sign.

(c)

Freestanding Sign Maximum Permitted Area Per Sign: Along 2-lane roads and highways, 100 square feet for any one sign as measured for all sign faces visible at any one time along the adjacent public roadway. Along 4-lane highways, 144 square feet for any one sign, as measured for all sign faces visible at any one time along the adjacent public roadway. This provision is intended to allow for V-shaped or L-shaped signs on corner lots.

(d)

Freestanding Sign Maximum Permitted Sign Height: 22 feet along 2-lane roads and highways, 30 feet along 4-lane highways.

(e)

Wall or projection sign Maximum Permitted Number of Signs: Any number of wall or projection signs may be installed on no more than 2 of the building faces. One wall sign be permitted on each side of a gas/service island canopy.

(f)

Wall or projection sign Maximum Permitted Area of Signs: The total area of all wall or projection signs shall not exceed 15 percent of the total surface area of the wall on which signs are placed. Per gas/service island canopy, 9 square feet per wall sign.

(2)

GROUP SIGN.

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of Signs: One per development, but where a group sign is used there shall be one fewer on-premises business sign on each lot in the development than normally allowed under subsection (1). On double frontage lots, as defined in Section 17.1.14, the development shall be allowed a second freestanding sign.

(c)

Maximum Permitted Area Per Sign: Along 2-lane roads and highways, 120 square feet for all sign faces visible at any one time. Along 4-lane highways, 180 square feet for any one sign, as measured for all sign faces visible at any one time.

(d)

Maximum Permitted Sign Height: 22 feet.

(3)

DIRECTIONAL OR IDENTIFICATION SIGN, ON-PREMISES.

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Area Per Sign: 16 square feet for any one sign, as measured for all sign faces visible at one time.

(4)

TEMPORARY SIGN. Per the requirements of Section 17.6.07.

(5)

HOME OCCUPATION (MINOR OR MAJOR). Same as standards for business sign, on-premises under subsection (1). (Am. # 2025-04-779)

(6)

OFF-PREMISES ADVERTISING SIGN (INCLUDING BILLBOARDS).

(a)

Permitted Sign Type(s): Freestanding sign, wall sign.

(b)

Maximum Permitted Number of Signs: One per lot or parcel. No billboard, as defined in Section 17.6.03(1)(a), may be placed closer than 5,000 feet to another billboard and no other type of off-premises advertising sign may be placed closer than 2,000 feet to another off-premises advertising sign.

(c)

Maximum Permitted Area Per Sign:

1.

Thirty-two square feet for all sign faces visible at one time where the nearest adjacent roadway is a County highway or town or city road.

2.

Sixty-four square feet for all sign faces visible at any one time where the sign is set back less than 100 feet from the centerline of the nearest adjacent State or Federal highway.

3.

One hundred forty-four square feet for all sign faces visible at any one time where the sign is set back between 100 and 200 feet from the centerline of the nearest adjacent State or Federal highway.

4.

Two hundred twenty-five square feet for all sign faces visible at any one time where the sign is set back greater than 200 feet from the centerline of the nearest adjacent State or Federal highway.

(d)

Maximum Permitted Sign Height:

1.

The bottom of the sign face shall be not higher than 10 feet from the ground.

2.

The top of the sign, as measured to the top of the highest extension of the billboard from the lowest grade within the curtilage, shall be no higher than 18 feet for signs of 64 square feet in area or less and 24 feet for signs exceeding 64 square feet in area.

(e)

Billboard Standards: All billboards shall identify the owner of the land on which it is placed and the sign owner in letters at least 2 inches tall but not greater than 4 inches tall and include the sign owner's telephone number. All lighted billboards shall be downlit from the top of the billboard, and shall meet the standards in Section 17.5.04.

Temporary signs, as defined in Section 17.6.03(1)(j), may be erected without a sign permit. A maximum of 2 temporary signs may be displayed on any one lot or parcel at any one time. Any one lot or parcel is limited to a maximum of 4 temporary signs in any 12-month period, with the exception of political signs. No temporary sign shall count against the requirements for permanent signs. The following are allowable temporary signs:

(1)

REAL ESTATE SIGN. A sign located on a lot or parcel offered for sale, rent, lease or trade. Each such sign shall not [be] more than 9 square feet for residentially zoned properties and 32 square feet for all other properties. Real estate signs shall be removed upon the completion of the sale, rental, lease or trade.

(2)

CONSTRUCTION SIGN. One temporary project identification sign is permitted per lot or parcel for projects under construction. Each such sign shall not [be] more than 9 square feet for residentially zoned properties and 32 square feet for all other properties. Each sign shall be removed at completion of the project.

(3)

COMMERCIAL SIGN. One temporary commercial sign is permitted per lot or parcel at any one time. Temporary commercial signs typically indicate a special or seasonal sale, limited-time occurrence, or personal greeting. Each such sign shall not [be] more than 9 square feet for residentially zoned properties and 32 square feet for all other properties.

(4)

TEMPORARY EVENT, ON-PREMISES. For a temporary event of public interest, such as a neighborhood garage sale or fair operated by a nonprofit organization, on-premises temporary event signs may located upon the site of the event. Each such sign shall not be more than 32 square feet. Such signs shall not be erected more than 30 days before the event and shall be removed within 5 days after the event.

(5)

TEMPORARY EVENT, OFF-PREMISES. For a temporary event of public interest hosted by and/or held at an institutional facility, temporary off-premises directional signs are permitted. Each such sign shall not be over 32 square feet, except for banners placed over public streets with the approval of the agency with jurisdiction over that street. Such signs shall not be erected more than 30 days before the event and shall be removed within 5 days after the event.

(6)

POLITICAL SIGN. Such sign shall not be erected more than 60 days before the election and shall be removed within 10 days after the election. The Zoning Administrator may enforce this provision against the property owner or political candidate or entity listed on the sign, as provided under the provisions of this chapter or Wisconsin law. Each such sign shall not be more than 9 square feet for residentially zoned properties and 32 square feet for all other properties.

(1)

All signs shall be constructed and mounted so as to comply with the State of Wisconsin Building Code.

(2)

No sign or any part thereof, or anchor, brace, or guide rod shall be attached, fastened, or anchored to any fire escape, fire ladder, or standpipe.

(3)

No sign or any part thereof, or anchor, brace or guide rod shall be attached, erected, or maintained which may cover or obstruct any door, doorway, or window of any building which may hinder or prevent ingress or egress, or which may hinder or prevent the raising or placing of ladders against such building in the event of fire.

(4)

All signs must be designed and constructed to withstand winds during typical Wisconsin storm events.

(5)

All permanent freestanding signs shall be securely anchored to a concrete base or footing extending at least 42 inches below the existing ground level, except for public and institutional street and directional signs installed in public rights-of-way or road easements.

(6)

No illuminated sign shall be erected at any location which is not designed, constructed and maintained to meet and maintained to conform with State Electrical Codes.

(7)

All signs and structures appurtenant thereto shall be maintained in a proper state of maintenance. Proper maintenance shall be the absence of loose materials (including peeling paint, paper or other material), the lack of excessive rust, the lack of excessive vibration or shaking, and the presence of the original structural integrity of the sign, its frame and other supports, its mounting, and all components thereof.

(8)

A sign which is improperly maintained, abandoned, unsafe or otherwise exists in violation of the structural and maintenance requirements of this section shall be repaired or removed by the sign permit holder or the owner of the property on which the sign is located within 3 months from the date the sign permit holder or sign or lot owner receives written notice from the Zoning Administrator of the problem. If the sign is not repaired to sufficiently address the problem or removed in that timeframe, the Zoning Administrator may have the sign removed and charge the costs of said removal to the owner of the sign or owner of the property on which the sign was located.