It is the intent of this chapter that the uses, architecture, activities and building fixtures should provide and define the character of the city, and that this character is not subservient to large, inappropriate and obtrusive signs. With that intent, the following guidelines are required in the design of signs to be installed in the city. The intent of these requirements is outlined in this section, and whether that intent has been met shall be determined by the Zoning Administrator in determining whether a permit shall be issued for regulated signs.
   (A)   The city recognizes that signs are a valuable marketing and identifying element. It is not the intent of this chapter to limit the effectiveness of this method of advertising; rather, through the reduction of competition among signs, it is the purpose of this chapter to allow messages to be conveyed more effectively and at the same time emphasize the distinct character the city possesses.
   (B)   High quality in design and construction will enhance the entire area. Signs can be colorful, decorative, distinguished, and can add character to the scene.
   (C)   Imagination in design is encouraged. Rather than a flat sign, perhaps a three-dimensional figure like the familiar boot hanging in front of a shoe repair shop or store, or the figure of a steer suspended before the door of a butcher shop, is an aid in identifying the type of service or business offered within.
   (D)   Materials allowed.
      (1)   Signs not located within the Historic District may be constructed of aluminum, steel, wood, glass, plastic, canvas or fiberglass-coated wood.
      (2)   Restraint and simplicity in selection of materials, method of attachment, and the like are urged. Materials and design used should be in keeping with the architecture of a building and must conform to all building codes. When fastening a sign to a building, it is important to be respectful of the building’s decorative elements, and to avoid impeding them through sign location, or destroying them through fastener attachment.
   (E)   Lettering.  As the purpose of signage is to advertise a business to pedestrian and automotive traffic, the primary concerns in choosing a font for lettering should be legibility and proper spacing. Appropriate fonts can include both serifed and block-type styles.
   (F)   Projecting signs.  Where feasible and in keeping with the character of the structure and surrounding area, projecting signs shall be designed to use ornamental ironwork in their hanging hardware.
   (G)   Lighting.  In most cases, back-lit lettering is the preferred type of illumination. When internally illuminated, the non-illuminated portion of the sign should contain an opaque background. When externally illuminated, the light source should not be visible when viewed from the surroundings, unless the light source is decorative and integrally designed.
(Ord. 21-020, passed 8-18-21)  Penalty, see § 155.99