A. 
The purpose of this Title is to create the legal framework of a comprehensive and balanced system of signage. The intent of this Title is to accomplish the following:
1. 
Encourage the effective use of signs as means of communication in the City while preserving the rights of free speech under the First Amendment to the United States Constitution;
2. 
Facilitate economic development by allowing signs that identify businesses on site, while promoting an attractive streetscape;
3. 
Reduce confusion and traffic hazards that result from excessive and prolific use of sign displays;
4. 
Permit signage that is designed, constructed, installed, and maintained in an aesthetically pleasing manner;
5. 
Encourage a positive business atmosphere;
6. 
Promote the health, safety, and general welfare of the citizens of Onalaska by ensuring that signs do not create a hazard by:
a. 
Collapsing, catching fire or otherwise deteriorating or decaying;
b. 
Confusing or distracting motorists; or
c. 
Impairing drivers' ability by obstructing the awareness or visibility of pedestrians, obstacles or other vehicles or to read traffic control devices;
7. 
Control the number, size, height, location, lighting and design characteristics of signs to avoid visual clutter which leads to decline in the community's appearance and property values and reduces the effectiveness of the signs;
8. 
Effectively regulate issues pertaining to the location, size, height, and lighting of signs in an effort to assure compatibility with adjoining land uses, architecture, and landscaping and compatibility with the City's Comprehensive Plan;
9. 
Provide for consistent and fair application and enforcement of regulations pertaining to signs; and
10. 
Address the latest and emerging technologies in the sign industries in a way that allows persons and businesses to convey and communicate.
A. 
Generally. The provisions contained in this Title shall be binding alike upon every owner, every lessee and every person in charge or responsible for or who causes construction, repair, relocation or alteration of any outdoor sign or other advertising structures in the City of Onalaska. Signs may be erected, placed, established, painted, created or maintained only in conformance with the provisions of this Title.
B. 
No restriction on content. This Title regulates only the sign structure or copy design, and not the sign's content. Despite any other provision of this Title, no sign is subject to any limitation based on the content of its message.
C. 
Exemptions.
1. 
Addressing. Because address signs further compelling governmental interest of assisting emergency service personnel, law enforcement, fire protection and other public safety officials in identifying locations needing emergency assistance, numbers and letters for addressing are exempted from this Title, provided that such street addresses shall be posted as required under City ordinances.
2. 
Subordination. City of Onalaska is subordinate to the laws of the federal government and State of Wisconsin, except under home rule powers, this Title does not prohibit signs, require sign or regulate sign locations or sign characteristics to the extent that they are required to be permitted by state or federal law or allow signs that are prohibited by state of federal law.
3. 
Government signs. In order to promote the compelling interest of the City, state and federal governments in managing traffic; protecting against public hazards and nuisances; and announcing the location of government facilities, infrastructure, rights-of-way and other public areas, government signs are exempt from this Title.
A. 
Subject to the property owner's consent, noncommercial speech of any type may be substituted for any duly permitted or allowed commercial speech, provided that the structure or mounting device is legal without consideration of message content. Such substitution or message may be made without additional approval or permitting. This section prevails over any provision to the contrary in this Title. The purpose of this section is to prevent any inadvertent favoring of commercial speech over noncommercial speech, or favoring of any particular noncommercial message over any other noncommercial message. This section does not create a right to increase the total amount of signage on a parcel, nor does it affect the requirement that a sign structure or mounting device be properly permitted. The term "commercial speech" means any sign, wording, logo or other representation advertising a business, profession, commodity, goods, services, or entertainment for business purposes. The term "noncommercial speech" means any message that is not commercial speech, including, without limitation, messages concerning political, religious, ideological, public service and information topics.
A. 
The provisions of this Title are severable. If any provision, section, subsection, sentence, clause, phrase or portion of this Title is found to be unlawful or unenforceable, such portion shall be deemed a separate, distinct and independent provision and such holding shall not the affect the validity of the remaining portions. If any part of this Title is found to be in conflict with any other ordinance or with any other part of this Title, the most restrictive or highest standard shall prevail. If any part of this Title is explicitly prohibited by federal or state statute, that part shall not be enforced.