(a)    The intent of the architectural guidelines is to ensure a base level of quality architecture that is responsive to its context and enhances the esthetic identity of the Salem Avenue Development Area rather than a design solution that is based on a standardized formula or market prototype superimposed on the selected site.
   (b)    Character and Context.
      (1)   Building design should take into consideration the unique qualities and the dominant character of the surrounding area.
      (2)   Buildings that derive their image primarily from applied treatments that express corporate identity are discouraged.
      (3)   Buildings that are stylized in an attempt to use the building, or portion of the building to identify a particular user is generally discouraged, particularly where the proposed architectural design is the result of a corporate or franchise prototype design.
      (4)   The design of a building that occupies a pad or portion of a building within a planned project or shopping center should share similar design characteristics and design vocabulary. Precise replication is not desirable, instead utilizing similar colors, materials and textures as well as repeating patterns, rhythms and proportions found within the architecture of other buildings in the center can be utilized to achieve unity.
   (c)    Scale and Proportion of Development.
      (1)    Massing.
         A.   The design of a building should reduce its perceived height by dividing the building mass into smaller scale components. One way to achieve this breakdown is to provide a well-defined base, middle and top to the building.
         B.   A solid building base may be achieved by elements such as low planters and walls, base planting, a base architectural veneer banding (wainscot) and treatments defined by a different material, texture or color.
         C.   A solid building base (and a more articulated building mass) may be achieved by the addition of covered walkways, trellises or architectural awnings that provide deep shadow at ground level.
         D.   Using features such as distinct and multiple architectural roof forms, clearly pronounced eaves, and distinct parapet designs and cornice treatments may achieve a well-defined building top.
      (2)   The design of a building should reduce its apparent bulk by dividing the building into smaller masses. Ideally, the distinction of each mass should relate to the internal function of the building and may indicate a logical hierarchy for breaking down the mass of the building.
         A.   The apparent mass of a building may be further reduced by the following techniques:
            1.   Variations in roof form and parapet heights
            2.   Incorporating clearly pronounced recesses and projections
            3.   Introduction of wall plane off-sets (dimension established by building module)
            4.   Use of other reveals and projections and subtle changes in texture and color of wall surfaces
            5.   Use of deep set windows with mullions
            6.   Use of ground level arcades and second floor galleries/balconies
            7.   Use of protected and recessed entries
            8.   Use of vertical accents or focal points
      (3)   Structures designed with HVAC, air handling equipment and other similar equipment on the roof of the structure shall be constructed so parapet walls extend to a height which will screen such equipment from adjacent roadways and properties. As a general rule, parapet heights should not exceed one-third the dimension of the adjacent grade to structural roof element measurement.
      (4)   Buildings or portions of a building mass over 50 feet wide are encouraged to divide their elevations into smaller parts. A pronounced change in massing, pronounced changes in wall planes (fenestrations, crenellations, façade indentations) and introducing significant variations in the cornice/roofline are all possible methods to accomplish the desired divisions of elevations into smaller parts.
      (5)   Excessive use of decorative detail applied to the surface of a building is discouraged.
   (d)    Design of Pedestrian Frontages.
      (1)   Building frontages and sides of buildings oriented to the street or other public areas (i.e. parks, open space, transit facilities) should incorporate a combination of arcades, pedestrian level display windows, storefronts, and store entrances.
      (2)   Walkways/sidewalks along the front of buildings shall be wide enough to provide ease of passage by pedestrians away from passing vehicles.
      (3)   Buildings frontages should exhibit human scale detail, windows and other openings along ground floor pedestrian areas.
   (e)    Architectural Details, Materials and Colors.
      (1)   Primary entrances to buildings should be distinguished with façade variations, porticos, roof variations, recesses or projections, or other integral building forms.
      (2)   Building colors should emphasize muted earth tones. The use of highly reflective or glossy materials should be limited and is not appropriate in all contexts.
      (3)   Rich materials and a variety of materials are desirable on both the wall planes, roofs and ground plane. If stone or decorative block veneers are incorporated, the material should be used to highlight significant building features and massed elements.
      (4)   All sides of a building should express consistent architectural detail and character. All site walls and screen walls should be architecturally integrated with the building or as approved as part of an overall master plan area.
      (5)   Screening devices, site walls and enclosed service, loading and refuse areas should be designed to be an integral part of the building architecture.
      (6)   Drive through elements should be architecturally integrated into the building, rather than appearing to be applied or “stuck on” to the building.
      (7)   Outside windows and doors shall not be covered with bars, grilles, cages or other protective and/or security devices.
         (Ord. 09-07. Passed 3-19-07.)