Commercial signs in the Historic Districts have a direct and immediate effect on the built environment. Commercial signs convey specific information about the name and location of the business. No facade should be damaged in the application of signs, except for mere attachment. Signs should not conceal architectural detail, clutter the building’s image, or distract from the unit of the facade, but rather should compliment the overall design.
(a) Size. The size of commercial signs are often determined by the speed and location of the people passing by and the size of the surrounding signs. Equally important, however, is the relationship of the sign to its background. Larger signs are often erected on the theory that “bigger means more business”. This marketing approach is, however, generally inappropriate. The general appearance of the Historic Districts is more important than sign size in relationship to the marketability of the area’s businesses. Keeping the size of the signs in scale with the surrounding buildings and street is a very important factor in maintaining a pleasant and attractive community. In addition, because of the proximity of the buildings to the street, motorists are able to read smaller signs without difficulty.
Relationship of Sign Size to Traffic Speed
Number of Lanes | Speed (MPH) | Reaction Time (Seconds) | Distance Traveled During Reaction Time (Feet) | Height from Ground (Feet) | Total Area of Commercial Sign (Square Feet) |
2 4 | 15 30 45 60 15 30 45 60 | 8 10 | 176 352 528 704 220 440 660 880 | 12 16 20 24 14 18 22 26 | 8 25 50 100 8 40 90 150 |
(b) Information. The information shown on signs should identify a business in a simple and straightforward manner. The message should be easy to read and direct. Too much information on a sign or group of signs is difficult for a viewer to absorb. Commercial signs should limit text to the name of the business and perhaps a secondary item such as a principal product or idea. A simple illustration is often the best way to convey a product or service.
(c) Color. In general no more than two (2) or three (3) colors should be used. Colors used should match either the background or the trim color of the structure which it serves. This will link the sign to the business. In addition, when more than one sign is used, the colors on the sign should be coordinated with each other to present a unified image.
color 1 Letters | color 2 Background | color 3 Accent Colors |
Gold leaf, white, red, blue green, cream, straw yellow | Black | White, red, green, gold leaf, blue, dark yellow |
White, red | Navy blue | Black, white, straw yellow, gold leaf |
Navy blue, black | Gray | White, red |
Gold leaf, white, red | Emerald green | White, gold leaf, black |
Gold leaf, light blue | Brown | Red, white |
Navy blue, red | Cream | Black |
Gold leaf, white, mustard yellow | Red | Black |
Navy blue, red | Mustard yellow | Red, black |
(d) Placement. Commercial signs in the Historic Districts should be located at their point of destination. The commercial signs should communicate immediate information about the business and add to the attractiveness of the entire street scene. On older commercial buildings a good clue to the appropriate sign placement is the original location of signs on the building. On many commercial buildings, the frieze panel over the entryway has historically been a sanctioned place for a signboard. The upper facade, cornice top or spaces between rows of windows are potential areas for effective and tasteful signs.
Second story display windows could also be an appropriate location for commercial signs. From across the street, the view of the first floor storefront is often blocked by parked cars, people and traffic signs. From this distance people often focus on the upper portions of the buildings. Attractive, small, well-designed signs on the upper stories are particularly useful in bay windows.
Projecting and freestanding signs along with awnings and non-metal canopies can be used to serve as extensions of the building over the sidewalk. Consideration for these signs require they not infringe into the pedestrian area or be oversized to compete with signs on adjoining businesses. Projecting and freestanding signs shall be limited to ten (10) square feet in size. Projecting signs shall not project more than two (2) feet from the side of the building and shall be at least ten (10) feet above the ground.
Window signs can be used to add a subtle decorative touch to a store. When used on the front display window, however, they should not obscure goods with size limited to no more than thirty percent (30%) of the glass area of the building front.
(e) Signs should not conceal architectural detail, clutter the building's image, or distract from the unity of the facade but, rather should compliment the overall design; sign materials should compliment the materials of the related building and/or the adjacent buildings. Surface design elements should not detract from or conflict with the related structure's age and design. No facade should be damaged in the application of signs, except for mere attachment.