The purpose of this chapter is to permit such signs that will not, by reason of their size, location, construction, or manner of display, endanger life and limb, confuse or mislead traffic, obstruct vision necessary for traffic safety, or otherwise endanger the public morals, health and safety, and further, to regulate such permitted signs in a way to promote development that is not detrimental to the property values and aesthetics of the City. Signs allowed by this chapter may be erected and maintained only as on-premises signs, except as permitted elsewhere in this chapter.