Design Theme. There shall be a consistent sign theme throughout a particular project. The design theme shall include style of lettering, construction, material, type of pole or standard (wood or metal, for example), size and lighting. Color of letters and background detail shall be carefully considered in relation to the color of the material of buildings where signs are proposed to be located. The standards set forth herein shall be construed as maximum parameters; the Approving Authority or Construction Code Official when applicable may, depending upon the particular circumstances, prescribe a lesser degree of permissiveness including the size, height, number and type of illumination of signs. In considering and approving signs, the Approving Authority or Construction Code Official, when applicable shall take into consideration the design concept including the whole sign structure in terms of form and composition, color, materials, surface decoration, shape, text, letter styles and illuminations, construction and integration of the sign or signs with the buildings and immediate surroundings.
The Approving Authority or Construction Code Official when applicable may attach such conditions and safeguards as a precondition to approval of the sign as in its opinion will further the general purpose and intent of this subsection and be in harmony therewith. The net result of this subsection shall be toward the development of a visible Borough aesthetic standard of design criteria regarding all signage, thereby affecting the highest level of tastefulness which can be achieved for all applications.