This chapter establishes uniform sign regulations that are intended to create a more attractive and economically viable business atmosphere for Pismo Beach residents and tourists. The standards of this chapter regulate and control the size, number, location, and structural characteristics of all signs and sign structures. (Ord. 2011-003 § 2, 2011)

   A.1.   Sign. Any visual device or representation (written or pictorial) used to convey information, or to identify, announce, or otherwise direct attention to a premise, product, service, person, organization, business, or event, and placed on, suspended from, or in any way attached to, any structure, vehicle, or landscape feature. Types of signs include:

   2.   Abandoned sign. A sign that identifies a business, lessor, owner, product, service, or activity which has been discontinued on the premises for a period of six months or more.

   3.   Address sign. The numeric reference of a structure or use to a street, included as part of a wall or monument sign.

   4.   Animated or moving sign. Any sign which uses movement, lighting or special materials to depict action or create a special effect or scene.

   5.   Awning, canopy, or marquee sign. A nonelectric sign that is printed on, painted on, or attached to an awning, canopy, or marquee.

   6.   Banner sign. A frameless sign of fabric, vinyl, or similar material, designed and used for temporary display.

   7.   Bench sign. Copy painted on any portion of a bus stop bench.

   8.   Billboard or off-site sign. A sign structure advertising an establishment, merchandise, service, or entertainment, which is not sold, produced, manufactured, or furnished at the property on which the sign is located.

   9.   Building face. The exterior walls of a building visible in a single building elevation, not including sloped roof surfaces.

   10.   Building-mounted, or wall sign. A sign painted on or fastened to a building wall, and which does not project more than twelve inches from the wall.

   11.   Civic event sign. A temporary sign, other than a commercial sign, posted to advertise a civic event sponsored by a public agency, school, church, civic-fraternal organization, or similar noncommercial organization.

   12.   Construction sign. A temporary sign erected on the parcel on which construction is taking place, limited to the duration of the construction, indicating the names of the architects, engineers, landscape architects, contractors, or similar artisans, and the owner, financial supporters, sponsors, and similar individuals or firms having a major role or interest with respect to the structure or project.

   13.   Decorative graphics. Any graphic symbol, logo, monogram, words treated as a graphic image or other symbolic device that identifies the specific business, products, or services offered on the premises, or which relates to the contents of the building-mounted sign.

   14.   Directory sign. A sign for listing the tenants or occupants and their suite numbers of a structure or center.

   15.   Double-faced sign. A single structure monument sign located perpendicular to the street.

   16.   Exterior-illuminated sign. Any part of a sign which is illuminated from an exterior artificial light source mounted on the sign, another structure, or the ground.

   17.   Flag. The official flag of a government, religious group or other organization.

   18.   Flashing sign. A sign that contains an intermittent or sequential flashing light source.

   19.   Freestanding sign. A sign with its own support structure, not attached to any other structure.

   20.   Historic sign. A sign that is individually culturally significant or associated with a culturally significant business, building, area, product or event.

   21.   Holiday decoration sign. Temporary signs, in the nature of decorations, clearly incidental to and customarily associated with holidays.

   22.   Identification sign. A sign identifying an institution, occupant, apartment, residence, school, or church in a residential zone; or a sign identifying the name of a business in a commercial zone and not advertising any product or service.

   23.   Illegal sign. A sign that was not established or is not being maintained in compliance with the applicable provisions of the Pismo Beach Zoning Code or this chapter that applied to the sign at the time it was installed.

   24.   Illuminated sign. A sign with an artificial light source incorporated internally or externally for the purpose of illuminating the sign.

   25.   Institutional sign. A sign identifying the premises of a church, school, hospital, rest home, or similar institutional facility.

   26.   Interior-illuminated sign. Any part of a sign which has text, graphics, or any portion of the sign face or its outline illuminated by a light source within the interior of the sign.

   27.   Logo sign. An established trademark identifying the use of a structure.

   28.   Marquee. A sign placed on the face of a permanent roofed structure projecting over the building entrance which is an integral part of the building (usually a hotel or theater) and is not a fascia extension of the roof or eave.

   29.   Monument sign. A sign structure detached from a building, with a solid base located on the ground, as opposed to being supported by poles or open braces, and six feet or less in height.

   30.   Mural. A painting including images or pictorial representations, applied directly to the exterior of a commercial building. If these paintings include advertising copy, trademarks, or business logos, they are instead considered to be signs.

   31.   Non-appurtenant sign. Any sign which does not relate to, or which relates only incidentally to, the occupant of the site or the principal business conducted within the structure.

   32.   Open/closed sign. An "open" or "closed" window sign.

   33.   Open house sign. A temporary sign posted to indicate a salesperson is available to represent the property subject to sale, lease, or rent.

   34.   Pedestrian sign. An identification and/or directional sign designed and located primarily to inform pedestrians. These signs are usually mounted or suspended from the underside of an eave or canopy, perpendicular to an adjacent store front.

   35.   Pole or pylon sign. A sign with its message area elevated above the ground by a single pole, or multiple supports, with a total height of more than six feet.

   36.   Political sign. A sign intended to draw attention to, or communicate a position on any issue, candidate, or measure, that is associated with any national, state, or local elections, or that is the subject of general public discussion or debate.

   37.   Price sign. A sign limited to the name or identification of items or products for sale on the premises, and the price of the items or products.

   38.   Projecting or cantilevered sign. A sign which extends outward from a building face or wall so that the sign face is perpendicular or at an angle to the building face or wall.

   39.   Promotional sign. A temporary sign which serves to promote the sale of new products, new management, new hours of operation, a new service, or to promote a special sale.

   40.   Reader board sign. A sign that is designed so that message elements or sign copy may be readily changed through the use of individual letters or characters, separate panels, or electrical messages.

   41.   Roof sign. A sign located on or attached to and extending above the roof covering of a building.

   42.   Temporary sign. A sign intended or required to be displayed for a limited period of time.

   43.   Wall sign. See "Sign - Building-mounted or wall sign."

   44.   Window sign. A sign displayed within or attached to the interior of a window, door, or similar opening for the primary purpose of visibility from the exterior of the building.

   B.   Sign area. The area in square feet of the smallest simple geometric shape within which a single sign face can be enclosed. The area of a sign with more than one face shall be the greatest area of sign faces visible from any one point. See Chapter 17.111 (Signs).

   C.   Sign copy. The information content of a sign, including text, illustrations, logos and trademarks.

   D.   Sign face. The visible portions of a sign including all characters and symbols, but not supporting structures.

   E.   Sign height. The vertical distance from average adjacent ground level to the top of the sign including the support structure and any design elements. (Ord. 2011-003 § 2, 2011)

   Signs (including advertising copy changes to an existing sign) shall be erected or maintained in any zoning district only in compliance with this chapter. The allowed number and area of signs established by this chapter are intended to be maximum standards, which do not necessarily ensure architectural compatibility. Therefore, the review and approval of sign permit in compliance with Section 17.111.050 shall consider a sign's relationship to the overall appearance of the site and the surrounding community, in addition to the standards of this chapter. (Ord. 2011-003 § 2, 2011)

   The city of Pismo Beach encourages:

   A.   A single sign theme for individual buildings or complexes utilizing materials including wood, rock, brick, metal, and approved plastic;

   B.   Utilization of symbols;

   C.   Signs in which colors, motifs and subject matters are compatible in character and quality of design with the exterior architecture of the structures on the site;

   D.   Placement of signs such that they shall not be allowed to block coastal views, cause visual clutter that conflicts with the ordered design of coastal communities, or detract from the natural beauty of the coast;

   E.   A central design theme for city information and directional signs;

   F.   The protection of significant public views and the maintenance of visual quality of the city to and along the coast; and

   G.   The protection of historical signs. (Ord. 2011-003 § 2, 2011)

   A.   Application and processing. Signs shall only be constructed, displayed or altered with sign permit (or when located in the coastal zone, a coastal development permit specific to signs consistent with Chapter 17.124) approval by the director or commission, as applicable.

   1.   Application filing. Sign permit applications shall be filed on the forms provided by the department and shall include all information described in the city's sign permit application instructions, and the required filing fee.

   2.   Referral to building official. Sign permit applications shall be reviewed by the building official for a determination as to whether a separate building, electrical or plumbing permit is required for the sign.

   3.   Review authority. A sign permit shall be approved or disapproved in compliance with subsection C. below. The director shall review, and approve or disapprove all sign permits, except permits for the following types of signs, which shall instead be decided by the commission.

   a.   Alternate materials. Any sign utilizing materials other than natural wood, rock or stone, metal, brick, glass tube, or approved plastic.

   b.   Animated or moving signs. Signs which contain any component which moves, rotates, flashes, is otherwise animated, or gives the appearance of any of these.

   c.   Exceptions. Requests for exceptions to the standards of Sections 17.111.090 (sign standards), or 17.111.100 (sign design guidelines).

   d.   More than three signs. Proposed signs on a site with more than three signs.

   e.   Roof signs. Signs that are located on or project above the peak of the roof of a structure.

   f.   Special purpose signs. The following signs, provided that the commission finds that the sign will not be detrimental to adjoining properties or the safety and appearance of the immediate neighborhood, and that the sign is consistent with the general purposes and standards of this chapter:

   (1)   Flags. Flags, other than those of any nation, state or local government, and other than official flags used for warning or other public service;

   (2)   Murals. Murals on an exterior building wall;

   (3)   Statues. Permanent statues when used as part of an advertising display;

   (4)   Vehicle signs. Signs placed on or attached to any vehicle when used for advertising or directional purposes, except for customary business identification information painted or attached magnetically on vehicles which are used in the conduct of the business; and

   (5)   Wind-affected devices. Pennants, streamers, bunting, wind-activated signs, and tethered airborne inflatable signs proposed for time periods longer than those allowed by Section 17.111.050.

   g.   Other non-complying signs. Any other visual device which the director determines does not comply with the standards, purposes, or objectives of this chapter.

   4.   Commission hearing. The commission shall conduct a public hearing in compliance with Section 17.121.210 (notice of public hearing procedures) prior to approving or disapproving a sign permit requiring a commission decision.

   B.   Findings for approval. The review authority may approve a sign permit application in whole or in part, with or without conditions, only if the following findings are made:

   1.   The proposed sign is permitted within the zoning district and complies with all applicable provisions of this chapter, and any other applicable standards;

   2.   The sign primarily identifies the business name and does not list multiple products or services;

   3.   The sign is in proper proportion to the structure or site on which it is located and as an identification device, does not excessively compete for the public's attention;

   4.   The sign materials, color, texture, size, shape, height, and placement are harmonious with the design of the structure, property and neighborhood of which it is a part; and

   5.   The sign's illumination is at the lowest reasonable level as determined by the director, which ensures adequate identification and readability, and is directed solely at the sign or is internal to it; and

   6.   The sign is not detrimental to the public interest, health, safety, or welfare.

   C.   Conditions of approval. In granting the approval of any sign permit, the commission may impose any conditions or modifications it determines are necessary or appropriate to secure compliance with the provisions of this chapter.

   D.   Changes to an approved sign permit. Changes to an approved sign permit may be approved in compliance with Section 17.121.060 (modifications to permits).

(Ord. 2011-003 § 2, 2011)

   The following signs shall not require a sign permit nor shall the area of the signs be included in the maximum sign area permitted for any site or use:

   A.   Directional and information signs. Signs containing site or operations information without advertising, and not exceeding three square feet in area or three feet in height, including: name plates; directional signs including "entrance," "exit," "office," "open" or "closed;" signs with the name and address of the occupant; or directional arrows designed to be viewed by on-site pedestrians or motorists.

   B.   Flags. Official flags of any nation, state, or local government, an American, California, or city flag. The height of the flag pole shall comply with the requirements of the applicable zoning districts.

   C.   Memorial signs/plaques. Memorial signs, historic markers, and commemorative plaques, and other decorative architectural features constructed as an integral part of a building.

   D.   Political signs. Political signs pertaining to an election for public office, or to a ballot measure to be placed before the voters in a federal, state, or local election, in place prior to or on the day of the election and in compliance with the following requirements:

   1.   Total sign area shall not exceed three square feet per sign in all zoning districts and on any signs attached to or displayed from a vehicle or trailer on private property;

   2.   Signs shall not be illuminated;

   3.   The signs shall not be located within one hundred feet of any polling place on election day;

   4.   Adhesive signs shall not be placed on structures in any location other than on a glass surface; and

   5.   The signs shall not be placed without the written consent of the property owner.

   E.   Public/governmental signs. Any information or safety signs installed by a governmental agency or public utility, including street signs, traffic regulating signs and devices, railroad crossing signs, signs indicating the location of underground utilities, and similar signs.

   F.   Real estate signs. Non-illuminated temporary real estate signs are allowed in compliance with California Civil Code Section 713, with a maximum area of six square feet, pertaining only to the site on which the sign is located. Four additional temporary, off-site signs are also allowed for an open house only.

   G.   Temporary signs. The following temporary signs are exempt from permit requirements; all other temporary signs shall require a sign permit and shall be subject to all standards applicable to permanent signs.

   1.   Balloon displays. Helium balloon displays, limited to no more than one day, where the balloons are tethered no higher than eight feet above the ground and at least eight feet from the curb of any adjacent street.

   2.   Hazard signs. Temporary signs warning of construction, excavation, or similar hazards as long as the hazard exists.

   3.   Holiday displays. Temporary holiday displays and signs for decoration rather than advertising and customarily associated with national, local, or religious holidays. These signs shall be removed within fourteen days after the holiday.

   4.   Special event signs. One temporary special event sign per business, provided that the sign does not exceed twelve square feet in area, and is displayed only during the period of a city-sanctioned special event.

   5.   Window signs. Signs attached temporarily to the interior of a building window or door for a maximum of thirty days, provided that the signs comply with the provisions of Section 17.111.080 (allowed number and area of signs). Window signs may be in place for more than thirty days with sign permit approval.

   H.   Time and temperature signs. Time and temperature signs which contain no advertising, do not exceed thirty square feet in total area, and are no higher than the nearest structure. (Ord. 2011-003 § 2, 2011)

   The following signs are inconsistent with the purposes and standards of this chapter, and are therefore prohibited:

   A.   Abandoned signs;

   B.   Bench signs;

   C.   Billboards and other off-site signs;

   D.   Signs on public property, in a public right-of-way; except for traffic and street identification signs, and projecting signs that are less than eight feet above the right of way (sidewalk), that are less than two feet from the street curb, and that exceed twenty-four square feet in area.

   E.   Any sign attached or placed adjacent to any utility pole, or any traffic sign, signal, or control device.

   F.   Signs painted on fences or roofs;

   G.   Signs that simulate in color or design a traffic sign or signal, or which make use of words, symbols or characters in a manner to interfere with, mislead or confuse pedestrian or vehicular traffic; and

   H.   Pole/pylon signs, except in compliance with Section 17.111.080.C.1.d. (Ord. 2011-003 § 2, 2011)

   For the purposes of determining compliance with this chapter, the area and height of signs shall be measured as provided by this section.

   A.   Sign area. Sign area shall be measured as the area in square feet of the smallest simple geometric shape within which a single sign face can be enclosed. The total area of the sign shall include all sign faces. See Figures 111-2 and 111-3.

   B.   Sign height. Sign height shall be measured as the vertical distance from grade adjacent to the sign footing, to the top of the sign, including the support structure and any design elements. See Figure 111-2.

(Ord. 2011-003 § 2, 2011)

   The signs described in this section may be allowed only on the same site as the use being advertised or identified. Exceptions to these standards may be granted through the approval of a sign permit by the planning commission in compliance with Section 17.111.040 (sign permits required).

   A.   Signs within all zoning districts. The following signs may be allowed with sign permit approval in all zoning districts.

   1.   Civic event sign. A temporary civic event sign may be authorized by the director for announcing a civic event within the city of a general public nature for not more than thirty days before and not more than five days after the period during which the event takes place.

   2.   Construction sign. One temporary non-illuminated sign, advertising the various construction trades participating in the project. On a site less than one acre, the sign shall not exceed thirty-two square feet in sign area or six feet in height. On a parcel of land of one acre or more, the sign shall not exceed fifty square feet in sign area or six feet in height. The sign shall be allowed to remain until the last unit is sold, rented, or leased.

   3.   Temporary subdivision signs. A temporary subdivision sign declaring a group of parcels, dwellings or occupancies within a subdivision for sale, rent or lease shall be permitted subject to the following conditions:

   a.   One on-site sign shall be permitted for each street frontage;

   b.   The sign area shall not exceed fifty square feet, or exceed six feet above the level of the street;

   c.   The sign shall be unlighted;

   d.   In the case of a corner lot, the sign shall not obstruct the vision of motorists by being located within the traffic safety visibility area of the parcel, which shall consist of a triangular area formed by measuring thirty-five feet from the intersection of the street property lines, and connecting the lines across the parcel; and

   e.   The sign may remain on the property until the last unit is sold, rented or leased for the first time after construction.

   B.   Residential district signs. The following signs may be allowed with sign permit approval within a residential zoning district, provided that any of the following shall not be illuminated when located within a residential district:

   1.   Small residential projects. Residential projects containing four or more dwelling units may be permitted one identification sign with a maximum area of eight square feet and a maximum height of five feet;

   2.   Planned residential developments. A planned residential development of twenty-five or more units may be permitted one sign larger than that allowed by Subsection B.1. above, provided that the aggregate sign area does not exceed thirty square feet, and the sign does not exceed five feet in height;

   3.   Multi-family projects and mobile home parks. Multi-family dwelling projects and mobile home parks may be permitted one identification sign for each major street entrance to the project, with a maximum area of twelve square feet and a maximum height of four feet.

   C.   Commercial district signs. The following signs may be allowed with sign permit approval within the commercial zoning districts.

   1.   General requirements.

   a.   Size and height. The maximum area and height of signs allowed within the commercial districts, including any signs painted on exterior building walls, shall comply with Figures 111-5.

   b.   Number of signs. No more than three signs shall be allowed for each business. No more than one of the signs may be freestanding without commission approval of the sign permit.

   c.   Sign placement - freestanding signs. Freestanding signs may be placed within required setbacks.

   d.   Pole/pylon signs. Pole or pylon signs may be allowed only on parcels which abut the Highway 101 right-of-way or frontage road in compliance with general plan policy D-29. See Subsection C.3.

   e.   Signs on buildings with multiple frontages. When a business fronts on two or more streets and/or a vacant lot, the total allowed sign area shall comply with Figure 111-5, and that total sign area shall be assigned to each building wall proposed to have signs at a ratio of one square foot of sign area for each lineal foot of building wall on that frontage.

   2.   Awnings and canopies. Awnings and canopies with advertising are allowed as follows, and shall be included in the total sign area allowed for attached signs by Figure 111-5.

   a.   Measurement of sign area. The area of an awning or canopy sign shall be the area in square feet of the smallest rectangle, or a series of rectangles when the copy is of irregular geometry, that encloses the copy on the awning.

   b.   Height limit. The height of awnings and canopies shall not exceed the height of the wall on which they are mounted, or the lowest point of the roof structure.

   c.   Clearance from sidewalk. Awnings and canopies shall be designed and installed to maintain a minimum height clearance of eight feet between the sidewalk and the lowest point of the awning or canopy.

   d.   Maximum projection from building. Awnings and canopies shall not extend more than five feet from the building nor closer than two feet to the curb of the adjacent street.

   e.   Design. All awnings and canopies on a single building shall have similar shapes, design styles, and color.

   f.   Encroachment permit. Awnings and canopies projecting over a public right-of-way shall require the approval of an encroachment permit by the public works department.

   3.   Freeway-oriented and planning area H business signs. Freeway oriented businesses (for example, service stations, motels, restaurants, and similar uses) adjacent to freeway intersections and within two hundred feet of a freeway on- or off-ramp and the planning area H area may be granted additional sign area and height by the commission, where the commission determines that freeway visibility to the business is essential for the viability of the business. If approved by the commission, signs with additional area and/or height shall be no higher than necessary to be visible to passing motorists from a reasonable distance.

   A visual impact analysis of any proposed pole sign within two hundred feet of a freeway on- or off-ramp shall be required to determine the appropriate minimum height for freeway visibility no more than one mile from the closest off ramp to the affected business. A visual impact analysis of any proposed pole sign in planning area H shall be required to determine the appropriate maximum height for freeway visibility above the Highway 101 southbound elevation closest to the subject application site.

   4.   Marquee signs. Marquee signs shall not exceed twenty-four square feet on each face.

   5.   Murals. Exterior wall murals are allowed without being included in the maximum area of attached signs established by Figure 111-5, provided that the mural is a painting which includes images or pictorial elements, but does not include trademarks, logos, or advertising copy, except logos which are determined by the commission to have historical significance. A mural shall not be permitted on the same wall in connection with commercial signs.

   6.   Projecting or cantilevered signs. Projecting or cantilevered signs extending over sidewalks shall have a minimum clearance above the sidewalk of eight feet, and shall not extend outward over the sidewalk more than five feet from the building, nor closer than two feet from the street curb. These signs shall not extend above the height of the building wall or above the roof line, and shall not exceed twenty-four square feet in area. Projecting signs require encroachment permit approval by the public works director.

   7.   Window signs. Signs mounted in, painted on, or otherwise affixed to windows so that they will be visible from the exterior of the structure are allowed as follows. Window signs which conform with the provisions of this subsection are allowed without a sign permit.

   a.   Maximum area. Window signs shall not exceed sixty percent of the area of any window. Temporary window signs shall not be included in the total area of attached signs allowed by Figure 111-5.

   b.   Location. Temporary window signs shall not be located above the ground floor.

   c.   Content. The subject matter of window signs shall be related specifically to: the name of the business and/or proprietor; address, phone number, and hours of operation; temporary advertising and sales announcements; special community event announcements; and prices.

   D.   Temporary signs. Temporary signs are allowed as follows, in addition to the total area of signs permitted by Subsection C.1.a. above.

   1.   Pennants and inflatables. Temporary pennants and inflatable decorations may be authorized with sign permit approval for a maximum of eight weeks following the issuance of a business license for a new business.

   2.   Banners. Banners shall comply with the following standards:

   a.   Maximum area. Banner signs shall not exceed a maximum area of sixty square feet;

   b.   Number of banners. No more than one banner shall be permitted per business;

   c.   Materials. Permissible materials for banners shall be limited to fabric or vinyl; and

   d.   Anchoring. Banners shall be designed and installed in a secure manner so as to not be blown free from their moorings by wind.

   e.   Permitted time. A maximum of eight weeks per year banner use unrelated to a business opening is permitted. A sign permit is required for each period of use within the eight-week limitation.

   3.   Opening business signs.

   a.   A temporary banner or other sign announcing the opening of a new business may be permitted by the director without a sign permit for a maximum of one month before and one month after the opening of the business.

   b.   A temporary fabric or vinyl sign face that covers an existing sign may be permitted by the director without a sign permit for a maximum of eight weeks.

   c.   In order to qualify for the exemptions from sign permit requirements provided by this subsection, the owner or operator of the business shall notify the director in writing at the time of, or prior to, the issuance of the business license of the dates during which the temporary signs will be in place. (Ord. 2011-003 § 2, 2011)

   All signs shall comply with the following standards. Exceptions to these standards may be granted through the approval of a sign permit by the planning commission in compliance with Section 17.111.040 (sign permits required).

   A.   Hazard avoidance. No sign shall be installed so as to:

   1.   Obstruct any fire escape, required exit, window, or door;

   2.   Interfere with any opening required for ventilation; or

   3.   Obstruct the visibility necessary for ingress or egress onto a public right-of-way.

   B.   Required clearances. Signs shall maintain required clearances from electrical lines, communications lines and equipment, and surface and underground facilities for water, sewerage, and gas.

   C.   Supports for projecting signs. Visible angle iron, chain supports, or other frames supporting projecting signs are prohibited, except structures integral to the aesthetic design of the sign.

   D.   Illumination. No part of any sign shall exceed a brightness of four hundred foot lamberts measured from the face of the sign at the brightest point, color and cosine corrected. Open, unshielded light bulbs and light sources, except for neon tubing, are prohibited. Lighting shall be installed to avoid glare or reflection onto adjacent property or onto a street so as to create a traffic hazard. Light sources shall be steady, stationary, shielded, and directed so as to avoid undue glare for pedestrians, motorists, and neighboring property.

   E.   Quality and maintenance. Signs shall be maintained in good condition, free from chipped or peeling paint, rust, structural disrepair, or any other visible indication of deterioration. At least eighty percent of the lighted portion of any sign shall be functional at all times. The director may require any improperly maintained sign to be repaired or removed upon the failure of the owner to remedy the condition. Repairs shall be made within thirty days of the receipt of a written notice from the director. (Ord. 2011-003 § 2, 2011)

   A.   Purpose. The sign design guidelines in this section are intended to provide direction to property owners and project designers in understanding the general plan's goals for maintaining high quality development that is sensitive to the city's unique character.

   B.   Applicability. The guidelines in this section complement the mandatory sign standards in the other sections of this chapter, and will be used during the site plan and architectural review process as criteria to review projects requiring design approval.

   1.   The provisions of this chapter apply to all sign development projects within the city that require the approval of a sign permit in compliance with Section 17.111.040 unless otherwise exempted.

   2.   These design guidelines may be interpreted with some flexibility in their application to specific sign projects as not all design criteria may be workable or appropriate for each project. In some circumstances, a guideline may be relaxed in order to accomplish another, more important guideline. The overall objective is to ensure that the intent and spirit of the design guidelines are followed. The ultimate goal of the design review process is to attain the best possible design within reason.

   C.   General guidelines. The following general design guidelines should be considered prior to developing signs for any project.

   1.   Sign placement.

   a.   A sign should enhance a building's architecture and not dominate the elevation on which it is placed. Signs should be consistent with the proportions and scale of the elements within the building's facade. A particular sign may fit well on a larger, plain wall area, but might overpower the finer scale and proportion of a small shop. Likewise, a sign that is appropriate near an entry may look tiny and out of place above the ground level.

   b.   Study the facade of the structure to determine if there are any architectural features or details that suggest a location, size, or shape for the sign(s). These could be bands or frames of brickwork, cornice lines, indentations or projections in the face material, gaps between columns, or other permanent features. If these details exist, use them to locate the sign(s).

   c.   Do not locate signs so that they cover architectural features (e.g., windows, decorative columns, cornice bands, etc.) that may be important to the structure's overall design.

   d.   Look at the facade of the building in relation to where adjacent businesses have placed their signs. There may be an established pattern of sign locations. Consistent placement of signs establishes visual continuity among the storefronts, and at the same time provides uniform sight lines for viewers.

   e.   The use of neon for downtown and Shell Beach commercial signs shall be encouraged. Internally illuminated, "can-type" signs shall be discouraged. When can-type signs are used the lettering should be illuminated instead of the background to the lettering.

   2.   Color.

   a.   Color is one of the most important aspects of visual communication. It can be used to catch the eye or to communicate ideas or feelings. Too many colors used simultaneously can confuse and negate the message of a sign. The number of colors should be limited to two or three on any one sign. Small accents of several colors can make a sign unique and attractive, but the competition of large areas of different colors decreases readability.

   b.   Contrast is an important influence on the legibility of signs. Light letters on a dark background or dark letters on a light background are most legible.

   c.   Colors or color combinations that interfere with legibility of the sign copy or that interfere with viewer identification of other signs should be avoided. Bright day-glo (fluorescent) colors or brilliant luminescent colors should be avoided as they are distracting and do not usually blend well with colors on structures or other background colors.

   d.   Sign colors should complement the colors used on the structures and the project as a whole.

   3.   Materials.

   a.   Sign materials should be compatible with the design theme and use of materials on the building where the sign is to be placed. The use of a chrome and glass contemporary sign on a rustic or historic building would be as inappropriate as a rustic carved wood sign on a modern building design of steel and glass.

   b.   The selected materials should contribute to the legibility of the sign. For example, glossy finishes are often difficult to read because of glare and reflections.

   c.   Except for individually mounted channel letters, internally-illuminated plastic-faced cabinet signs are strongly discouraged.

   d.   Neon tubes are a popular sign material and can contribute to the nighttime ambiance of an area. However, care must be taken when using neon, because of its brightness and attention-attracting properties. Not more than one wall-mounted or window neon sign should be used on the same facade of a building.

   4.   Sign legibility.

   a.   Signs should use a brief message whenever possible. The fewer the words, the more effective the sign. A sign with a brief, succinct message is easier to read and looks more attractive.

   b.   Use symbols and logos in the place of words whenever appropriate. Pictographic images will usually register more quickly in the viewer's mind than a written message. See Figure 111-6.

   c.   Avoid spacing letters and words too close together. Crowding of letters, words, or lines will make any sign more difficult to read. As a general rule, letters (sign copy) should not occupy more than seventy-five percent of sign panel area. See Figure 111-7.

   d.   Limit the number of lettering styles used on a sign in order to increase legibility. A general rule to follow is to limit the number of different letter types to no more than two for small signs and up to three for larger signs.

   e.   Avoid hard-to-read, overly intricate typefaces and symbols. Typefaces and symbols that are difficult to read reduce the sign's ability to communicate.

   f.   Avoid faddish or bizarre typefaces if they are difficult to read. The image conveyed by the sign may quickly become that of a dated and unfashionable business.

   5.   Sign illumination.

   a.   If the sign can be illuminated by an indirect source of light, the sign will be more compatible and integrated with the building's architecture. Light fixtures supported in front of the structure cast light on the sign and generally a portion of the face of the structure as well. Indirect lighting emphasizes the continuity of the building's surface and signs become an integral part of the facade.

   b.   Internally illuminated cabinet signs may have some advantage over signs with indirect/external illumination in that the fixtures are protected from weather and vandals, and the sign cabinet has a cleaner profile, uncluttered by the struts of most indirect lighting systems. Conversely, there is the disadvantage that when lighted, the cabinet sign alone becomes bright, separating it from the building's surface. The sign then becomes an element that is obviously attached to the facade of the structure rather than a part of it. As a result, this type of sign can disrupt the continuity of the facade and is, therefore, discouraged.

   c.   Whenever indirect lighting fixtures are used (fluorescent or incandescent), the light source shall be shaded, shielded, subdued, or directed so that the intensity of the light does not impact surrounding properties. Signs should be lighted only to the minimum level required for nighttime readability. See Figure 111-8 .

   d.   Individually illuminated letters, either internally illuminated or back-lighted solid letters, are a preferred alternative to internally illuminated cabinet signs. Signs comprised of individual letters mounted directly on a structure can often use a distinctive element of the building's facade as a backdrop, thereby providing a better integration of the sign with the structure. See Figure 111-9.

   e.   The use of neon for downtown and Shell Beach commercial signs shall be encouraged. Internally illuminated, "can-type" signs shall be discouraged. When can-type signs are used the lettering should be illuminated instead of the background to the lettering.

(Ord. 2011-003 § 2, 2011)

   This section recognizes that the eventual elimination of existing signs that are not in conformity with the provisions of this chapter is as important as the prohibition of new signs that would violate these regulations.

   A.   Continuation of nonconforming sign. A legally established sign that does not conform to the provisions of this chapter may continue to be used, and be maintained and repaired, provided that:

   1.   The aggregate cost of repairs does not exceed fifty percent of its value, as determined by the building official; the methodology to determine fifty percent of the sign value requires a procedure where two separate sign companies are contracted, with funds supplied by applicant, to prepare two sets of estimates one for repair the other for replacement of subject sign. The average of one set of estimates will determine the cost to repair or reconstruct the sign. The average of the other set of estimates will determine what it would cost to altogether replace the damaged sign (including installation costs). The cost to repair/reconstruct will be divided by the replacement cost. If this ratio is equal to or greater than 0.5, the non-conforming sign will be said to have been substantially damaged and must be brought into compliance with the code.

   The following equation illustrates this formula:

 

 

 

 

Example: Two separate sign companies provide estimates to both repair and replace a damaged sign. Company A says that the sign can be repaired for four hundred dollars and replaced for six hundred fifty dollars. Company B says that the sign can be repaired for four hundred fifty dollars and replaced for five hundred dollars. Therefore, the average cost to repair the sign is four hundred twenty-five dollars and the average cost to replace the sign is five hundred seventy-five dollars. To determine the extent of damage we divide the cost to repair the sign by the replacement cost and get a ratio of 0.74. The sign would be determined to be substantially damaged and required to be brought into compliance; and

   2.   No structural modifications to the sign or support structure shall be permitted.

   B.   Sign copy changes. The sign copy and sign faces of a nonconforming sign may be changed when there is no change in the use of the site or when only a portion of a multiple-tenant sign is being changed.

   C.   Correction of nonconformities required. Nonconforming signs shall be removed or brought into conformity with the provisions of this chapter within sixty days after written notice from the director when:

   1.   The sign is damaged or otherwise needs reconstruction, repair equal to, or greater than fifty percent of its replacement value;

   2.   Changes are approved to the structure, use, occupancy, or tenant; or

   3.   The business is discontinued or abandoned for a period of three years. These abandoned signs shall be deemed in violation of this zoning code and a public nuisance. Thereafter, no business shall be permitted or licensed on the site until the signs conform to the requirements of this chapter.

   D.   Nonconformities under prior ordinance. When a business is discontinued or abandoned for a period of one year, all nonconforming signs and support structures shall be deemed to be in violation of this title and a public nuisance and may be ordered to be removed. Thereafter no business will be permitted or licensed to be operated on said property until said signs conform to this title. In addition, no modifications shall be permitted to any nonconforming signs except for maintenance and repair wherein no changes in the sign or support structures occur. (Ord. 2011-003 § 2, 2011)

   Whenever a sign is found to be in violation of any provision of this zoning code or an approved sign permit, the director may order that the sign be altered, repaired, reconstructed, or removed, as the director may determine is appropriate to abate the condition.

   A.   Time limit. Any work required by the director shall be completed within thirty days of the order, or other longer period authorized by the director in writing.

   B.   Revocation of sign permit. Failure, neglect, or refusal to comply with an abatement order shall be sufficient basis for the director to revoke any sign permit granted in compliance with this chapter.

   C.   Removal of sign. The building official is hereby empowered and authorized to remove or cause to be removed, at the owner's expense, any sign erected or maintained in violation of the provisions of this chapter.

   D.   Penalty for violations. Continuing violations of this chapter are hereby declared to be infractions, and may be subject to the issuance of a citation. (Ord. 2011-003 § 2, 2011)