As used in this article, the following terms shall have the meanings indicated:
ATTRACTING DEVICEAny device, other than a sign, such as a banner, pennant, bunting, streamer, colored strip or panel, flame, decorative light, trade flag or similar device, which is visible from a public street or sidewalk, including a device on or behind a window or glass door and which alone or in combination with other devices or signs or merchandise is designed to attract the public to the premises to which the device is appurtenant. It shall not include merchandise or display and promotional articles and materials customarily used in the sale of such merchandise.
BUILDING FRONTAGEThe length of a building fronting a public street or sidewalk. In computing such building frontage, only the portion of the face of the building fronting on the principal street shall be counted, unless such building occupies a corner lot and faces two principal streets, in which case both such faces shall be counted.
MERCHANDISE LABELThe informational material found on the actual container in which goods are customarily sold at retail, such as beverage bottles, cereal boxes, standard type of gasoline pump bearing thereon in usual size and form the name or type of gasoline, and so forth.
SIGN AREAThe area, in square feet, of the smallest circle, triangle or rectangle or other shape which encloses all of the informational material in the sign, as well as its display backing or border if different in color, texture, materials or plane from the adjacent wall, window, sky or other background. For projecting and freestanding signs, such sign area shall not include incidental supports, though each face of the sign shall be separately counted, and the combination of all faces totaled. For three-dimensional symbols, the sign area shall be the area, in square feet, of the smallest circle, triangle or rectangle or other shape which encloses the largest figure constituting a cross section of the symbol.
SIGN HEIGHTComputed by measuring the distance to the highest or lowest portion of the sign, as the case may be, used in computing sign area, excluding the supporting structure or bracing of the sign unless the structure or bracing is made part of the message or face of the sign.
SIGN or SIGNSInformational material, such as a word, abbreviation, letter, punctuation mark, trademark, symbol or shape, as well as a representation by picture, model, drawing or similar means, which is visible from a public street or sidewalk, including material on or behind a window or glass door, and which informs the viewer about the thing referred to, including but not limited to its identity, location, price, merit or use. A sign shall not, however, include a merchandise price sign smaller than six square inches or a merchandise label, and in no event shall a sign include any flag, emblem, insignia or display incidental to and customarily or commonly associated with any national, local or religious holiday.
STOREFRONT FOOTAGEThat portion of the building frontage allocable to street, store or office level within such building.