No artificial light of whatever type or nature used in conjunction with, or for the purpose of, lighting any sign shall be so erected or constructed or placed, nor shall any substance or material capable of reflecting light be so placed, as to result in directing such artificial light into any structure used exclusively for residential purposes.  For the purpose of this provision, structures devoted to hotel and motel use are not to be construed as structures used exclusively for residential purposes.
   .010   Indirect Lighting.  No sign lighted by any type of indirect lighting shall have any such lighting which exceeds eight hundred (800) milliamps rated capacity, nor shall any sign lighted by neon or similar materials have any such neon or similar material which exceeds three hundred (300) milliamps rated capacity.
   .020   Intensity of Illumination.  The approval of any illuminated sign shall not be final until thirty (30) days after installation, during which period the Planning Director may order the dimming of any illumination found to be excessively brilliant, and no sign permit shall be valid until such order has been carried out to an extent satisfactory to the Planning Director.  For purposes of this section, illumination shall be considered excessively brilliant when it prevents the normal perception of objects or buildings beyond or in the vicinity of the sign.
   .030   Lighter Box Sign.  A lighter box sign:  (i) shall be either single-faced or double-faced, (ii) shall only be internally lighted, (iii) advertising thereon shall be limited to the company name or logo only, and (iv) said name or logo shall not exceed twenty percent (20%) of the total area of each face of said sign.  (Ord. 5444 § 1 (part); August 16, 1994:  Ord. 5920  § 1 (part); June 8, 2004.)