The purpose of this chapter is to establish reasonable regulations for the design, construction, installation and maintenance of all exterior signs in the city in order to:
(A) Balance the right of individuals to identify their businesses and convey their messages and the right of the public to be protected against the unrestricted proliferation of signs;
(B) Further the objectives of the city land use plan;
(C) Protect the public health, safety and welfare;
(D) Reduce traffic hazards;
(E) Facilitate the creation of an attractive and harmonious community;
(F) Protect property values;
(G) Promote economic development; and
(H) Preserve the right of free speech exercised through the use of signs containing non-commercial messages.