(a) Shape. A single simple, common geometric form such as rectangle, square, circle, or oval is often preferable to a more elaborate shape or combination of shapes.
(b) Color. Colors used should provide sufficient contrast between the message and the background of the sign to assure readability.
Use of no more than four (4) colors (including black and white and the background color of the sign) is preferable.
Use of bright colors as accents is preferred to their use as dominant colors. Dark, subdued hues are preferred to de-emphasize visible support structures like pylons or projecting sign hangers, especially if such structures are not ornamental.
(c) Materials. The simple, classic beauty of traditional natural materials like wood, stone, or brick is often preferable if such materials are largely unpainted (but rated for exterior exposure) so that their natural beauty is exposed.
(d) Lettering Size. Lettering on signs intended to be read from the street should be no larger than required for readability from the street, taking into account the prevalence of vehicular or pedestrian traffic, traffic speeds, and setback of the sign. In most cases, letter heights exceeding 1.5 feet should not be needed for legibility.
On signs intended to be read by motorists in the street, lettering too small to be safely readable at prevailing traffic speeds should be avoided.
Use of no more than two sizes of lettering, excluding lettering on changeable copy areas, is preferred.
(e) Fonts. (Type Faces or Styles) Use of no more than two type fonts on a sign is preferred.
The number of fonts used for tenant wall signs in multi-tenant properties like shopping centers should not be excessive, and such signs should share a common base line. Use of simpler fonts or highly legible versions of stylized fonts is preferable for readability. For longer words and messages, upper and lower case letters are more readable than all upper case.
(f) Blank Space. The sign should contain sufficient blank space around the copy for legibility.
(g) Supports. Poles or other bases for Ground Signs should be part of the overall sign design. They should be ornamental in nature to complement the sign face and of a material (such as brick, stone, wood, or ironwork) or color and of proportions that enhance the sign face.
Supporting structures for Projecting Signs should be ornamental.
(h) Signs shall contain the minimum amount of information and different elements, and the number of letters, symbols, logos, etc., should be consistent with the amount of information that can be absorbed by the viewer when approaching the sign. Avoid visual clutter and improve legibility. Since motorists have only seconds to absorb and react to a sign’s message, the number of words and symbols should be kept to a minimum on signs designed to be read by motorists in the street. Symbols can sometimes be used as substitutes for words. The sign should not appear “busy”, cluttered or crowded.
Signs intended to be read primarily by pedestrians or motorists in stopped or slowly- moving vehicles may have more extensive messages.
The sign should be oriented around a single dominant symbol, word, or unified combination of symbols and/or words, with all other elements clearly subordinate
(i) There should be no secondary signage or objects attached to a sign face or sign structure which may detract from the primary sign.
(j) No flashing or revolving or intermittent light source is permitted, and no moving parts, either mechanical or wind driven are permitted.
(k) When changeable copy is incorporated into the sign, it shall be designed to be an integral part of the primary sign. This includes reader boards, marquees, electronic billboards, etc. (Ord. 07-32. Passed 7-2-07.)