The intent of this chapter is to regulate the design and placement of residential, commercial and governmental identification/communication devices and structures that are built specifically to identify, inform, and direct patrons to a particular merchant, store, establishment, or service. It is not the intent of this chapter to regulate the content of public speech. The requirements of this chapter are intended to apply to both on premises and off premises signs, but do not apply to handheld placards and other similar devices traditionally used for public protest and the exercise of free speech. Any noncommercial message may be substituted for any commercial message permitted under this chapter. Any sign not expressly allowed by this chapter is prohibited. (Ord. 2009-45, 11-24-2009)