A.Signs are a necessary tool, the primary purpose of which is to identify an entity from an adjacent street frontage. In all regards, any additional sign area, height, or design component that exceeds the minimum necessary to reasonably identify an entity shall be considered extraneous and subject to additional scrutiny and/or denial.

B.Signs are to be an integral visual part of the site and building design and the quality of their design should equal or surpass that of the building and site. In that regard, the materials, dimensions and placement of signs should foremost reflect the unique qualities of their corresponding building and, to a lesser degree, the numerical standards contained herein.

C.Signs, when viewed collectively in a district or blockface, should convey a cohesive and complementary streetscape that expresses the City’s unique historic and aesthetic character. To that end, materials, dimensions and placement should complement signs on adjoining properties. (Ord. 3475 § 2, 2012)