195.01 INTENT.
It is the intent of the provisions of this chapter to achieve the following objectives:
1.   To establish standards which would permit businesses in the City a reasonable and equitable opportunity to identify themselves;
2.   To preserve and promote civic beauty and not allow signs which would detract from this objective because of unusual size, shape, height, location, condition, cluttering, or illumination;
3.   To insure that signs in the City do not create a safety hazard;
4.   To preserve and protect the value of land and buildings, and to preserve and protect landscapes;
5.   To insure that every sign has good scale and proportion in relationship to its site and function, as well as to the signage and use of neighboring properties; and
6.   To insure that signs are designed as an integral architectural element of the building and site.