Town of St. Joseph, WI Chapter 156 Signs

[HISTORY: Adopted by the Town Board of the Town of St. Joseph 5-20-1999; amended in its entirety 9-8-2022 by Ord. No. 2022-06. Subsequent amendments noted where applicable.]

§ 156-1 Title, purpose, and definitions.

A. This chapter is titled the "Town of St. Joseph Sign Ordinance."

B. The Town Board of Supervisors of the Town of St. Joseph, St. Croix County, Wisconsin, does hereby declare that in order to establish, protect and promote the health, public safety and general welfare and the order within the Town, it is necessary to establish a comprehensive and impartial series of standards, regulations and procedures governing signs and communicative facilities serving as communication media to persons situated within or upon the public right-of- way. The regulations are intended to encourage an equitable opportunity for effective and orderly communication by reducing confusion and hazards resulting from unnecessary and/or indiscriminate use of communication facilities by regulating the location, design, maintenance and construction of signs within the Town of St. Joseph.

C. Definitions. For the purposes of this chapter, the terms listed below shall have the following definitions:

ADVERTISING SIGN

A sign containing a commercial message directing attention to a business, commodity, service, or entertainment, not related to the premises at which the sign is located, or directing attention to a business, commodity, service or entertainment conducted, sold or offered elsewhere than on the premises where the sign is located.

ALTERATION

Any major change made to an existing sign, other than routine maintenance, painting or change of copy of an existing sign.

ARCHITECTURAL DETAIL

Any projections, relief, change of material, window or door opening that is on the facade of a building. Where an overall consistent pattern of projections or reliefs exists on a signable area, they shall not be considered architectural details.

AWNING

A roof-like cover, temporary in nature. that projects from the wall of a building.

BANNER

A suspended sign made of a flexible material such as canvas, sailcloth, plastic or waterproof paper.

CANOPY/MARQUEE SIGN

A permanent roof structure over a space that is completely unenclosed on at least two sides.

CHANGEABLE COPY SIGN (MANUAL)

Any sign that includes copy, letters, numbers, or symbols that are designed to be changed through manual, mechanical or other nondigital means.

CHANGEABLE COPY SIGN/ELECTRONIC MESSAGE BOARD

A sign, any portion of which displays or has the ability to display electronically illuminated, scrolling or moving text, symbols or other images, utilizing LED, LCD or other digital or electronic technology, commonly known as electronic message or reader boards, electronic marquees, message centers or moving message displays.

COMPREHENSIVE DESIGN REVIEW

A process whereby the Town of St. Joseph Plan Commission reviews all existing and proposed signs on a building, building site or lot upon request of an applicant who is seeking to have a Comprehensive Sign Plan approved. The Planning Commission may recognize unique, exceptional and innovative efforts to integrate signs with building architecture and materials consistent with approved nonresidential design standards.

COMPREHENSIVE SIGN PLAN

A complete signage plan for a building or lot that has been approved by the Planning Commission and forwarded to the Town Board for its approval.

CURB LEVEL

The curb level for any building is the level of the established curb in front of such building measured at the center of such front. Where no curb elevation has been established, the City Engineer shall establish such curb elevation.

DESIGN EXTENSION

Any addition to a sign that is added to or protrudes from the top, sides, or lower edge of the main or principal portion of the sign.

DETACHED BUILDING

A building surrounded by open space on the same lot or built to the lot line.

DIRECTIONAL SIGN

A sign displayed on private property to identify the location of and entrance to a business or to indicate optimal vehicular traffic patterns.

ELECTRIC SIGN

Any sign utilizing electric wiring, material, or devices.

EXTERNAL LIGHTING FIXTURES

Lighting sources which are electrically powered illuminating devices, lighted or reflective surfaces, lamps and similar devices, permanently installed or portable, used to illuminate a sign.

FACADE

Any separate face or surface of a building, including parapet walls, and roof surfaces or any part of a building which encloses or covers usable space. Where separate facades are oriented in the same direction, or where the inside angle at the intersection of two surfaces is greater than 135°, they are to be considered as part of a single facade.

FLAG

A device generally made of flexible material, such as cloth, paper, or plastic, and displayed from a pole, cable or rope. It may or may not include copy. This definition does not include the flag of any country, state, city, county, corporation or institution.

FLASHING SIGN

A sign that includes a message or any other component that flashes on and off, blinks or varies in intensity, with intermittent bursts of light, color, brightness, or other feature of any kind that produces a visual flashing effect.

GARAGE/RUMMAGE SALE SIGN

A sign advertising a limited-time event involving sale or resale of used household and yard items.

GOVERNMENT SIGN

A sign erected by the Town of St. Joseph, St. Croix County, the State of Wisconsin, or the federal government.

GROSS AREA

The total area of the sign, including all supporting structures, viewed from the direction the sign is facing; calculated within a single continuous perimeter enclosing the smallest possible square or rectangle, or a combination of not more than three of the smallest possible squares or rectangles that can be drawn around a sign of an irregular shape; enclosing the extreme limits of such sign, with sides that are perpendicular to the ground. Said perimeter shall not pass through or between any adjacent elements of the sign except when more than one square or rectangle is drawn around a sign of an irregular shape, in which case, each square or rectangle must be immediately adjacent to the next so that there is no gap between them. If sign copy is displayed on more than one face of a single sign structure, all sides of the sign structure displaying sign copy shall be included in the gross area, by adding together the total square footage of the two-dimensional area encompassing each side of the structure that displays sign copy.

GROUND SIGN

A freestanding sign supported permanently upon the ground and not attached to any building. For purposes of this chapter, ground signs include only pole or monument signs as defined herein.

HOLIDAY SIGN

A sign erected for or on a recognized national holiday.

IDENTIFICATION SIGN

A sign displayed for the purpose of identifying the building and address, building occupant or management, and any lawful home occupation or business.

INFLATABLE SIGN

A freestanding or moored sign expanded or inflated with air or another gas, like a balloon, and which may rise and float above the ground.

INTERNALLY ILLUMINATED

A sign consisting of a rigid frame covered with vinyl, plastic, or other translucent material that is internally illuminated.

LOGO

A symbol or trademark commonly used to identify a business or organization but which in itself contains no more than two words or numerals.

MONUMENT SIGN

A ground sign supported by and integrated into an internal structural framework or some other solid structural features other than a pole or poles, if the total width of such supporting structure(s) is more than 1/3 of the width of the net area of the sign copy it supports.

MURAL

A picture illustration or abstract expression containing no commercial message applied directly to and made integral with a wall or window surface.

NET AREA

The entire area within a single continuous perimeter enclosing the smallest possible square or rectangle drawn around the sign copy; or a combination of not more than three of the smallest possible squares or rectangles that can be drawn around sign copy of an irregular shape; enclosing the extreme limits of such sign copy with sides that are perpendicular to the ground. The perimeter shall not pass through or between any adjacent elements of the sign copy except when more than one square or rectangle is drawn around sign copy of an irregular shape, in which case, each square or rectangle must be immediately adjacent to the next so that there is no space between them. If the sign copy is contained entirely within one sign can or board, the entire area of the can or board shall be measured to determine the net area. If the sign copy is contained within multiple sign cans or boards, then all cans or boards shall be measured using the methods for sign copy of an irregular shape, above. The net area shall not include any structural elements lying outside the limits of the sign copy and not forming an integral part of the display.

NONCONFORMING SIGN

Any sign that does not comply with the regulations of this chapter.

NUMBER

A number or combination of numerals used to identify or designate one particular item such as a quantity, price, telephone number or address of a property.

OFF-PREMISES DIRECTIONAL SIGN

A commercial sign displayed on the ground, designed to guide or direct the public to a business, service or entertainment activity.

PARKING LOT DIRECTIONAL SIGN

A sign that is necessary, for safety or promoting traffic flow, to guide or direct pedestrian or vehicular traffic to a location on the premises on which the sign is located.

PARKING LOT REGULATION SIGN

A sign designating the conditions of use or identity of such parking area, including identification and labeling of individual parking stalls, except for signs that are required by law to identify certain parking stalls or parking areas.

PENNANT

A tapered or dovetailed banner or flag.

PERSON

May include a firm, association, organization, partnership, trust, company, or corporation as well as an individual.

POLE SIGN

A ground sign that is supported by one or more poles or other supporting structures, if the total width of the pole(s) or supporting structure(s) is 1/3 or less than the width of the net area of the sign copy it supports. The width of all pole(s) and supporting structures at their widest point and any space between poles or supports shall be included when measuring the total width of the pole(s) and supporting structure(s).

POLITICAL CAMPAIGN SIGN

A sign erected for the purpose of soliciting support for or opposition to a candidate or political party or relating to a referendum question in an election held under the laws of the State of Wisconsin.

PORTABLE SIGN

A sign that is not permanently attached to the ground or a building or not designed to be permanently attached to the ground or a building, including but not limited to trailers or other vehicles that are used principally as a sign, posters, "sandwich boards" or other freestanding signboards, regardless of whether such signs are attached to the ground or to a building or structure.

PRINCIPAL BUILDING

A non-accessory building in which is conducted the principal use of the lot on which it is located.

PROJECT SIGN

A temporary commercial sign on private property, describing a construction or improvement project including the names of contractors, architects, engineers, investors, owners or occupants.

PROJECTING SIGN

A sign that is attached to the wall of a building and projects more than 15 inches beyond such wall.

PUBLIC INFORMATION BOARD/SIGN/KIOSK

A freestanding structure that is oriented toward pedestrians for the purpose of posting leaflet-like temporary notices.

PUSH-THROUGH GRAPHICS

When a log or message is cut out of, e.g., acrylic, and then pushed through the face of a sign with the same logo cut out of it.

REAL ESTATE SIGN

A sign advertising the sale, lease, or rental of the property upon which it is located.

REVERSE CHANNEL/LETTER SIGN

Reverse channel letters have metal faces and sides. LEDs inside the letter cavity shine out the back of the letter. The letter is spaced off of the wall slightly so that a halo is formed around the letter.

ROOF LINE

The uppermost line or apex of the roof of a building, including original parapets.

ROOF SIGN

A sign erected on the roof of a building no portion of which is above the roof line.

ROTATING SIGN/SPINNERS

Any sign possessing visible moving parts or parts that appear to move, including signs that are designed with automatic moving parts in order to change the copy, such as "tri-vision" signs.

SIGN

Any device, structure, fixture, or placard, including its supporting base, frame, electrical and all other accessory components, using text, graphics, symbols and/or other written copy for the primary purpose of identifying, providing directions, or advertising any establishment, product, goods, or services; located outside of a building or within three feet of the interior of a window and which is visible from the exterior.

SIGN COPY

The portion of a sign comprised of any combination of text, graphics, symbols, images, and/or other written copy, whether it is displayed within or outside of a sign can or board.

SIGNABLE AREA

One designated area of the facade of the building up to the roof line that is free of doors, windows (for purposes of this definition, spandrel panels or other non-vision glass used as an exterior building material are not considered windows) or other major architectural detail, that extends no higher than the juncture of the wall and the roof, or in the case of a facade that includes a parapet wall, no more than four vertical feet of the parapet wall, upon which signs are to be displayed.

SYMBOL

Something that stands for or suggests something else by reason of relationship, association, convention or resemblance placed or erected for public view as a sign or as a part of a sign.

TIME AND/OR TEMPERATURE SIGN

A flashing sign giving the time and/or temperature.

WALL SIGN

A sign that is attached to a wall of a building and is affixed parallel to the wall at a distance of not more than 15 inches from the surface of the wall.

WINDOW SIGN

Any sign that is displayed, painted on, applied to, or affixed to the exterior or interior of a window; or displayed within three feet of the interior of a window; and that is visible from the exterior. For purposes of this chapter, "window" shall include any glass or transparent panels on exterior doors. Merchandise available for purchase within the premises and displayed within three feet of the interior of a window shall not be considered a window sign under this definition.

ZONING ADMINISTRATOR

The Town of St. Joseph Zoning Administrator or his/her designee.

§ 156-2 Permit required.

A. Except as otherwise provided in this chapter, no person shall erect, maintain, repair or alter or relocate within the Town any sign as defined herein without first having been issued an appropriate permit therefor and having paid the appropriate permit fee.

B. If a sign requiring a permit under the provisions of this chapter is to be placed, constructed, erected or modified, the owner or applicant shall secure a sign permit prior to the placement, construction, erection or modification of such sign in accordance with the requirements of this chapter. The property or sign owner shall maintain in force at all times a sign permit for such sign. The owner of property containing signs requiring a permit under this chapter shall at all times maintain in force a sign permit for such property.

§ 156-3 Term of permit; renewal.

Sign permits shall be issued for the life of the sign.

§ 156-4 Lapse of permit.

A. If the work authorized under a sign permit has not been completed within six months after the date of issuance, said permit shall become null and void.

B. A sign permit shall also lapse if the business activity of the premises is discontinued for a period of 180 days or more and is not renewed within 30 days of notice from the Town to the last permittee, sent to the last known address of the permittee, that the sign permit will lapse if such activity is not renewed.

§ 156-5 Permit fees.

The fees which shall be charged for permanent and temporary signs and for sign repair or copy replacement under this chapter shall be in accordance with the fee schedule as established by the Town Board.

§ 156-6 Contents of application.

Each application for a permit under this chapter shall be submitted to the Town Clerk or designee on forms provided by the Town and shall include, but not be limited to, the following information:

A. The name, address and telephone number of the person or entity for whom the sign is being erected and the name, address and telephone number of the applicant and property owner.

B. The name of the person, firm, corporation or association erecting the structure.

C. The location and dimensions of the building, structure or lot to which or upon which the sign is to be attached or erected.

D. A site plan showing the positioning and height of the sign(s) or other advertising structure in relation to all nearby existing or proposed buildings, structures and property lines, lighting details, a table of the proposed gross sign area for each sign and the total proposed sign area.

E. One blueprint or ink drawing of the plan and specifications for the sign, its method of construction and its attachment to the building or in the ground.

F. Such other information as the Town Clerk or designee requires showing full compliance with this chapter and all other laws and ordinances in the county and state.

§ 156-7 Construction standards.

A. No sign permitted by this chapter shall, by reason of its location, color or intensity, create a hazard to the safe, efficient movement of vehicular or pedestrian traffic. No sign or its structural components shall be erected or temporarily placed within the vision triangle of a road or highway. No private sign which might be construed as a traffic control device is permitted unless such sign is intended to direct traffic on the premises.

B. All signs, supports and accessories and construction shall meet applicable State of Wisconsin building codes and the Uniform Sign Code and the Uniform Building Code[1] as published by the International Conference of Building Officials, to ensure that the signs and their construction are structurally sound and safe.

[1] Editor's Note: See Ch. 80, Building Construction.

C. All signs and sign structures shall be properly maintained and shall be kept in a safe and orderly condition. In addition, all parts and supports shall be properly painted. Any sign or sign structure which is rotted, unsafe, deteriorated, defaced or otherwise altered shall be repainted, repaired or replaced by the licensee, owner or agent of the owner of the property upon which the sign stands upon written notice of the Town Board or its designee. Signs that are in structural disrepair or damaged and are left without repair for 60 consecutive days shall be removed.

D. No sign shall be attached to hang from any building until all necessary wall and/or roof attachments have been approved by the Town.

E. No sign, nor any guy wires, stay or attachment thereto, shall be erected, placed or maintained by any person on rocks, fences, trees or utility poles or in such a manner as to interfere with any electric light, power telephone or telegraph wires or the supports thereof.

F. When electrical signs are installed, the installation shall be subject to the State of Wisconsin Electrical Code, as it may be amended. All signs using electric power shall have a disconnecting means on the outside of the sign and on the outside of the building or structure to which the sign is attached.

G. No signs, except for the following, shall be erected or temporarily placed within any street right-of-way or upon any public lands or easements or rights-of-way. Unauthorized signs erected or placed within any road, highway, right-of-way or public easement or upon any public property may be immediately confiscated and disposed of by the Town or its designee without notice at the sign owner's expense.

(1) Public signs erected by or on behalf of a government body for the purpose of carrying out an official duty or responsibility, including but not limited to posting legal notices, identifying property, or to direct or regulate pedestrian or vehicular movements or pertaining to traffic control or safety.

(2) Signs posted or placed by a public utility or communications franchise holder near one or more of its poles, lines, pipes or facilities.

(3) Signs erected by a governmental agency, a public utility company or a contractor doing authorized or permitted work within the public right-of-way, for the purpose of ensuring safety.

H. The temporary use of searchlights, banners, pennants, flags, inflatables and similar devices shall require a permit. The permit shall be valid for 10 consecutive days. No more than three permits per business proprietor shall be granted during any twelve-month period, and no permit shall be issued within 30 days of the expiration of a previous permit. The permit shall be prominently displayed during the period of validity.

I. No part of a sign or sign structure shall be placed closer to any property line than 10 feet. Signs shall be set back at least 10 feet from any right-of-way. Signs over 100 square feet shall be at least 500 feet from any preexisting residence or traditional residential district.

J. A person shall not illuminate any existing advertising device at any time if the existing advertising device is not located at the place of business being promoted, except for reasonably sized directional devices as described in § 156-9A(3) below to aid tourists in finding gas, food and lodging.

K. No sign or sign structure shall be erected or maintained so as to prevent free ingress or egress from any door, window or fire escape. No sign or sign structure shall be attached to a standpipe or fire escape.

L. Permanent window signage shall not exceed 25% of the total area of the window in which it is displayed. Lettering used in permanent window signage exceeding 10 in height shall be items of signage permitted on that side of the building.

M. All signs as required by the Occupational Hazards Act shall be permitted in all parts of the Town.

N. If a freestanding sign or sign structure is constructed so that the faces are not constructed so as to be back to back, the angle shall not exceed 10°. If said angle is greater than 10°, the total area of both sides added together shall not exceed the maximum allowable sign area for that district.

O. No sign shall be positioned so that it impacts or is exposed to residential uses or districts along adjoining side and rear yard property lines.

P. Off-premises signs are not permitted, except certain directional signs on private property indicating the direction to a certain business and shall not exceed 32 square feet.

§ 156-8 General design standards.

These standards are intended to provide basic information regarding the Town of St. Joseph expectations for signage elements such as legibility, color, illumination, materials and visibility; all of which are very important in designing an attractive, functional sign.

A. Sign legibility and shape. An effective sign shall clearly communicate its message, with legibility of lettering.

(1) Signs shall contain only the name or nature of the business and/or a highly recognizable logo. An identifying logo is a very effective vehicle to advertise a business.

(2) Intricate typefaces shall be avoided.

(3) Crowding letters, words, or lines shall be avoided.

(4) The number of lettering styles shall be limited to increase legibility. No more than two lettering styles for small signs are recommended.

(5) Signs that are too narrow or oddly shaped shall be avoided as they make the signs confusing and hard to read.

(6) Signs shall be easily read by opposing traffic and shall be placed perpendicular to the roadway or upon the front wall of a building.

(7) Patio umbrellas may not be used for advertising but may contain a business logo or initials.

B. Color. In general, sign colors shall blend with the building and storefront colors by selecting from complementary color ranges. Corporate branding colors will be considered, but will not be automatically approved if they are considered out of place with the building or the surrounding environment. The use of muted colors in the same hue family may be required in place of brighter standard corporate colors.

(1) Limit the number of colors on any sign. While small accents of several colors may make a sign unique and attractive, they shall not compete with the legibility of the sign.

(2) Color or color combinations that interfere with the legibility of the sign text shall be avoided. Light colors on a dark background or dark colors on a light background are most legible.

(3) Neon signs are allowed but shall be well designed. There is a fine line between tasteful and appropriate signs and garish ones. The Town of St. Joseph Plan Commission will carefully review neon signs.

(4) Bright fluorescent colors are strongly discouraged, as they are distracting and do not blend well with other background colors.

C. Illumination. There are two methods of illuminating signs: internal, with the light source inside the sign, and external, with an outside light directed at the sign. External or halo lighting is encouraged.

(1) When electrical signs are installed, the installation shall be subject to the State of Wisconsin Electrical Code, as it may be amended.

(2) A person shall not illuminate any existing advertising device at any time if the existing advertising device is not located at the place of business being promoted, except for reasonably sized directional devices as described in § 156-9A(3) below to aid tourists in finding gas, food and lodging.

(3) Lighted signs must be constant, not flashing.

(4) The use of backlit (halo), individually cut reverse-channel letter signs, or stenciled panels with three-dimensional push-through graphics is strongly encouraged.

(5) The use of internally illuminated cabinet-type signs with translucent panels or panels with reflective surfaces, including but not limited to acrylic fiberglass, plastic, or metal, is not allowed.

(6) Incandescent or LED lights shall be selected over fluorescent lights whenever possible.

(7) The light source selected shall emit warm light, similar to daylight. Spot, track, overhang, or wall lamps are all acceptable light sources.

(8) Light shall not shine directly in the eyes of pedestrians.

(9) Light shall be shielded to prevent spillover onto the right-of-way or into adjacent residential properties.

(10) Lighting fixtures that illuminate externally lighted signs should be located, aimed and shielded so that light is directed only onto the surface of the sign. The light source shall not be visible from adjacent roads or properties.

(11) Internally illuminated signs are discouraged. Where used, such signs should have characteristics consistent with guidelines published by IESNA and should have an opaque background to allow for better contrast with signage information.

(12) Flashing signs are prohibited; however, time-and-temperature signs may be permitted, provided the rate of change of this information no more than every four seconds as not distract drivers, and create a hazard to the traveling public.

D. Materials. Signage shall be comprised of natural design materials that serve to unify the Town and convey a message of quality.

(1) Sign materials shall be compatible with the building facade upon which they are placed.

(2) Sign materials shall contribute to the legibility of the sign. Glossy finishes are discouraged as these are often difficult to read because of glare and reflection.

(3) Sign materials shall be durable. Plastic and acrylic materials are not appropriate sign materials.

(4) Unfinished materials or highly reflective materials that will be difficult to read are inappropriate.

(5) Painted wood and metal are appropriate materials for signs and, along with weathered metals and wood, are also encouraged.

(6) Natural flagstone, rock, stone, river rock, brick, woods and siding, and limited areas of plaster are appropriate materials for the sign base. Concrete or fiberglass may be used in place of wood within the site design when structural integrity is in question, but the element shall be made to appear like wood to the fullest extent possible.

E. Sign visibility. Signs shall be clearly visible and easily read to provide identity and for safe passage of pedestrians and vehicles.

(1) Signs shall be free of obstructions (i.e., landscaping) when viewed from different angles.

(2) Signs shall not obstruct the clear vision zone as defined in Chapter 170, Zoning.

(3) Signs shall be sized for sufficient visibility and business identification without becoming a dominant part of the landscape or interfering with vehicular movement along public streets.

§ 156-9 Signs not requiring permits.

A. The following signs are allowed without a permit but shall comply with all other applicable provisions of this chapter:

(1) Public signs. Signs of a public, noncommercial nature, to include safety signs, trespassing signs, traffic signs, signs indicating scenic or historical points of interest, memorial plaques and the like, when signs are erected by order of a public officer or employees in the performance of official duty.

(2) Identification signs. Signs in all districts which identify the business, owner, manager or resident and set forth the address of the premises where the sign is located and which contain no other material. There shall be one per premises, not to exceed two square feet in area. If the sign is freestanding, the total height may not exceed five feet.

(3) Direction signs (on site). On-site directional signs, not exceeding four square feet in area, intended to facilitate the movement of pedestrians and vehicles within the site upon which such signs are located.

(4) Integral signs. Names on buildings, dates of construction, commemorative tablets and the like which are of a permanent type of construction and which are an integral part of the building or the structure.

(5) Political campaign signs.

(a) Political signs must comply with state law. Temporary freestanding signs for a candidate, political party or referendum question shall comply with the provisions of state law regarding election signs, specifically §§ 12.035 and 12.04, Wis. Stats.; §§ Trans 201.01 and 201.16, Wis. Adm. Code; others as they may apply and their successors and/or assigns as follows:

(b) Size, placement and duration.

[1] Political signs shall be confined within private property with the property owner's consent.

[a] A renter of a residential property may exercise the same rights as the owner of the property.

[2] Political signs shall not be within 100 feet of a polling place where absentee ballots are cast or within 100 feet of a polling place on election day.

[3] Political signs shall not be less than 15 feet from the edge of the normal driving surface (to ensure traffic and pedestrian safety).

[4] Political signs shall not be less than 100 feet from any intersection of roads, streets, highways, etc (to ensure traffic and pedestrian safety).

[5] Political signs shall not contain electrical, mechanical or audio auxiliary.

[6] Political signs shall not be placed outside of an election campaign period, as such is defined in § 12.04, Wis. Stats.

(c) Removal.

[1] Signs shall be removed within seven days after the election with the following exception:

[a] Signs erected for a primary election may remain in place until seven days after the next following general election if the sign solicits support for a candidate, political party or referendum question that is before the electorate in both the primary and the general election.

(6) Holiday signs. Signs or displays which contain or depict messages pertaining to a national or state holiday and no other matter and which are displayed for a period not to exceed 30 days.

(7) Construction signs. A nonilluminated sign which announces the names of the architect, engineers, contractors or other individuals or firms involved with the construction, alteration or repair of a building (but not including any advertisement of any product) or announces the character of the building enterprise or the purpose for which the building is intended. Such signs shall be confined to the site of the construction, alteration or repair and shall be removed within two years of the date of issuance of the first building permit or when the particular project is completed, whichever is sooner. One sign shall be permitted for each major street the project abuts. No sign may exceed 32 square feet in the Traditional Residential, Preservation Residential, or Agricultural and Rural Residential Districts or 50 square feet in the Conservancy, Traditional Commercial, Town Center Commercial, Rural Mixed Use or Business Park Districts.

(8) Individual property sale, lease or rental signs. Any on-premises sign announcing the name of the owner, manager, realtor or other person directly involved in the sale or rental of the property or announcing the purpose for which it is being offered.

(a) Signs must be removed within 10 days after sale or rental of the property.

(b) Signs may not measure more than 12 square feet in Agricultural and Rural Residential or Preservation Residential Districts, more than four square feet in Traditional Residential Districts or more than 32 square feet in Traditional Commercial, Town Center Commercial, Rural Mixed Use or Business Park Districts.

(c) There shall be only one sign per property. Corner properties and locations with property abutting two roads; however, may contain two signs, one per frontage.

(9) Up to three flags on a single lot or parcel containing only noncommercial speech, the combined area of which is less than 100 square feet in size, are permitted. Flags not within this definition are deemed freestanding signs subject to permit.

(10) Signs that are traffic control devices and are permitted or allowed by the Wisconsin Manual on Uniform Traffic Control Devices, published by the Wisconsin Department of Transportation, are permitted.

B. Garage/rummage sale signs. Garage/rummage sales may be held and signs displayed therefor, provided that the exchange or sale of merchandise is conducted inside or adjacent to the principal or accessory structure and all related signs are confined to the subject property. All related signs shall conform to the applicable provisions of this chapter. Directional and advertising signs shall be freestanding and removed at the termination of the sale. Directional signs placed on private property shall have the owner's permission. Directional signs may not be placed in the road right-of-way.

C. Temporary window signs. Temporary window signs shall be permitted within Traditional Commercial, Town Center Commercial, Rural Mixed Use or Business Park Districts, provided that they do not exceed 10% of the front building facade.

D. Awnings. Awnings that convey a message via alphabetic, numeric or symbolic characters shall be included in calculating the overall signage of the property. The outline of such characters shall be used to determine the area of the awning signage.

E. Temporary signs shall be of a temporary and short-term nature and shall not be permanently mounted. Such signs shall contain no commercial message and shall be no more than two square feet in area.

F. Roof signs are permitted, provided that they do not extend beyond the measured height of the building.

§ 156-10 Allowable sign type and location matrix.

	Monument Signs	Wall Signs	Projecting Signs	Window Signs	Awning Signs	Under-Canopy Signs	Pylon Signs	Directional Signs
Traditional Residential	√							√
Preservation Residential	√							√
Agricultural and Rural Residential	√							√
Conservancy
Traditional Commercial	√	√	√	√	√	√	If adjacent to highway	√
Town Center Commercial	√	√	√	√	√	√	If adjacent to highway	√
Rural Mixed Use	√	√	√	√	√	√	If adjacent to highway	√
Business Park	√	√	√		√		If adjacent to highway	√

A. Monument signs. Monument signs (or freestanding signs) are freestanding, low-profile signs where the sign width is mounted to the ground as a solid architectural element. The following are standards for monument signs:

(1) A monument sign shall have a solid architectural base that supports the sign and is comprised of a concrete base covered with authentic, natural materials (e.g., stone, brick, etc.).

(2) Architectural elements such as columns, pilasters, cornices, trellises, and similar details shall provide design interest and frame the sign panel.

(3) Sign materials and colors shall match or be compatible with the materials and colors found on the primary building.

(4) Signs shall be in proportion to the size of the area where they are located. In areas where the restricted sidewalk/landscape easement is narrow, smaller signs are appropriate.

(5) Design elements of the sign (e.g., base, sign panel area, and roof-like features) shall be in proportion with one another. For example, a massive stone base supporting a small or lightweight appearing sign panel would not be appropriately proportioned. Likewise, a large top element of heavy timbers over a sign with a minimal supporting base would appear disproportionate.

(6) Freestanding signage shall identify and accentuate building entries.

(7) Monument signs shall be located so as not to obstruct the clear vision zone as defined in Chapter 170, Zoning.

(8) Monument signs shall not be placed in the public right-of-way.

(9) Where possible, landscape uplighting shall be used to illuminate entry signs avoiding glare and spillover onto adjacent areas.

(10) Electrical transformer boxes, raceways, and conduits shall be concealed from view.

B. Wall signs. Wall signs are attached parallel to or painted on a wall surface. The following standards apply to wall signs:

(1) Business name and logo are appropriate for a wall sign, but not extraneous information such as the business address, website address or phone number.

(2) Materials shall project slightly from the face of the building. Individually applied letters on the face of the wall, or sign letters applied to a board or panel mounted on the face of the wall, is allowed.

(3) Externally illuminated signs with shielded spotlights are allowed for wall signs as long as the light is contained to the sign.

(4) Sign copy and graphics (i.e., logos) applied to a panel or board may consist of individual letters and graphics comprised of wood, metal, or similar materials; individual letters and graphics carved into the surface of the wood panel, or letters; and graphics applied directly onto the panel surface (i.e., painted).

(5) Electronic raceways and other conduits and connections shall be concealed from view.

(6) Wall signs (including ghost signs) will be mounted flat against and parallel to a building wall or roof fascia and located on a prominent location on the building.

C. Projecting signs. A projecting sign protrudes horizontally from a building facade. The following standards apply to projecting signs:

(1) High-quality materials, such as wood, metal, or non-glossy fabrics shall be used, while plastics shall be avoided. Wood shall be used only where protected from the elements and shall be properly maintained at all times.

(2) There shall be no more than one projecting sign per business frontage. Limit the size of a projecting sign to nine square feet. Signs shall project no less than six inches and no more than 36 inches from the building face.

(3) The projecting sign design shall support the character of the building. Simple round or square horizontal supports with capped ends, painted black or white, are generally acceptable. However, more decorative approaches may be desirable when appropriate to the sign and/or architectural character of the building.

(4) Projecting signs shall be affixed in a way complementary to the building's architectural details. Signs shall be located below the first-floor ceiling line or no more than 14 feet above the sidewalk, whichever is less. At least eight feet from the bottom of projecting signs to the ground in pedestrian areas and 14 feet in areas with vehicular traffic shall be provided.

(5) Projecting signs shall be attached at a 90° angle from the face of the building.

(6) Sign lighting with shielded spotlights shall be provided, utilizing high-quality fixtures such as cylinder spots or decorative fixtures. Exposed standard spot and flood light bulbs shall be avoided. Design light supports to complement the design and building facade.

D. Window signs. Window signs are those signs located within a window/storefront of a business. Window signs are either permanent materials affixed to a window or text and graphics etched or painted directly on the window surface.

(1) Window sign text shall be limited to the store name, operating hours, or other promotional product event using a sign displayed on the inside of the glass or in close proximity to the window and intended to be viewed by persons outside of the building.

(2) Window signs shall only cover a maximum of 25% of a window surface.

(3) The maximum height of letters shall be 10 inches. Exceptions may be granted for the leading capital letters of text.

(4) Graphic logos and images along with special text formats shall be used to add personality and interest.

(5) High-quality materials and application methods shall be used, such as paint or vinyl film applied to the inside face of the window, or wood or metal panels with applied lettering.

(6) Permanent paper signs placed in windows are not allowed.

(7) Temporary window signs shall be permitted within the Rural Mixed Use District, provided that they do not exceed 10% of the front building facade.

(8) Temporary signs shall be of a temporary and short-term nature and shall not be permanently mounted. Such signs shall contain no commercial message and shall be no more than two square feet in area.

E. Awning signs. An awning sign is on or attached to an awning that is supported from the exterior wall of a building. Awning signs will often be viewed from passing vehicles, and the amount of information that can be effectively conveyed is limited. The following standards apply to awning signs:

(1) Signs shall be placed on awning front valences (the flat vertical surface of awnings) for easy visibility.

(2) Awning signs text shall be limited to the business name, business logo, and/or the business address number. Limit the size of logos or text.

(3) If illumination is needed, shielded and attractive directional spotlights shall be used on the awning's sloped face.

(4) Backlit awnings that make the entire awning a large sign are not allowed.

F. Under-canopy signs. An under-canopy sign is any sign attached to the underside of a projecting canopy. The following standards apply to under-canopy signs:

(1) High-quality materials, such as wood or metal, shall be used. Shiny plastic or fabric are not allowed. Exposed edges shall be finished. Signs shall be suspended with metal rods, small-scale cable or hooks.

(2) There shall be no more than one hanging sign per business. Limit the maximum sign size to five square feet. A minimum of eight feet clearance between the sign and the sidewalk is required.

(3) Hanging signs shall be oriented to pedestrian traffic by mounting them under awnings, bay windows or other projections with their orientation perpendicular to the building face so that they will be visible to pedestrians on the sidewalk. If multiple hanging signs are placed along a business frontage, they shall be mounted with their bottom edge the same distance above the sidewalk, and shall be of similar size and shape. Canopy lighting shall be flush-mounted.

G. Pylon signs. The following standards apply to any signs intended for view by freeway motorists:

(1) The sign shall be supported by a solid architectural base comprised of authentic, natural materials (e.g., stone, brick, etc.).

(2) Architectural elements such as columns, pilasters, cornices, trellises, and similar details shall be provided on the sides and top to frame the sign panel and add design interest.

(3) Signs shall be in proportion to the size of the area where they are located. In areas where the restricted easement is narrow, smaller signs are appropriate. Larger signs shall be placed in areas that are wider, in areas visible from the highway, and where larger signs can be easily accommodated.

(4) The various design elements of the sign (e.g., base, side supports, sign panel area, and roof-like features) shall be in proportion with one another. For example, a massive stone base that supports a small or lightweight appearing sign panel would not be appropriately proportioned. Likewise, a large top element of heavy timbers over a sign with a minimal supporting base would appear disproportionate. Electrical transformer boxes, raceways, and conduits shall be concealed from view.

(5) Lighting shall be focused, directed and arranged to minimize glare and light spillover.

(6) The construction materials and colors of the monument sign shall be consistent with and complement the style, design, materials, and colors of adjacent structures and the character of the neighborhood.

(7) Signs may be double-sided, or the backs of all signs shall be suitably finished and maintained.

(8) For multiple-tenant buildings, the maximum surface area for an individual tenant's sign shall be six square feet on each side of a monument sign. All signs shall be designed free of bracing, angle iron, guy wires, or similar means.

(9) All signs shall be maintained in good repair and appearance, including the display support structure.

H. Directional signs. Directional signage plays a critical role in helping people move easily through business and retail parking lots. Signs shall be located so as not to block the pedestrian realm. Directional signage on private properties shall be conspicuous, easy to read, and convey clear messages.

(1) Symbols and logos in the place of words shall be used, wherever appropriate. Pictographic images will usually register more quickly in the viewer's mind than a written message.

(2) Overly intricate typefaces and symbols shall be avoided. Typefaces and symbols that are hard to read reduce the sign's ability to communicate.

(3) Maps shall correspond to the building layout, provide markers to indicate where the person is currently located and identify areas using color and memorable graphics.

(4) Business directional signs shall be easily read during the day and evening. Illumination of some type may be necessary at night.

(5) Placement of kiosks and electronic bulletin boards shall be obvious. Directories shall be provided near the vehicular and pedestrian entrances to assist visitors in orienting themselves.

(6) Kiosks shall complement the architecture style of the surrounding buildings and shall be consistent with other streetscape furnishings.

I. Motor fuel station signage. The purpose of these standards is to provide guidance to the development, review, and consideration of gas station signage. They are structured to respond to the varying conditions and constraints inherent to individual site and contextual settings.

(1) Signage shall be architecturally integrated with the building and surrounding neighborhood in size, shape and lighting so that they do not visually compete with architecture of the building and design of the sight.

(2) Signs shall be integrated such that they become a natural part of the building facade. The business identity, either by awnings, accent bands, paint or other applied color schemes, signage, parapet details, or materials, shall not be the dominant architectural feature.

(3) Signage shall maintain and strengthen a recognizable identity and character. Signage design shall provide flexibility to respond to unique conditions and constraints inherent to specific areas within the community.

(4) Ground-mounted monument signs are encouraged over canopy fascia signs.

§ 156-11 Prohibited signs.

A. The following signs are specifically prohibited by this chapter:

(1) Any sign that obstructs the vision of drivers or pedestrians or detracts from the visibility of any official traffic control device.

(2) Any sign which contains or imitates an official traffic sign or signal, except for private on-premises directional signs.

(3) Any sign which moves or rotates.

(4) Any sign which contains or consists of banners, pennants, ribbons, streamers, strings of light bulbs, spinners or similar devices, except in the case of temporary use of such devices as described in § 156-7H above.

(5) Portable signs (except in the case of § 156-7H above).

(6) Signs and/or posters which are tacked onto trees, fences, utility poles or other such permanent supports, except safety signs and signs found on inside fences of baseball parks.

(7) Signs which advertise an activity, business, product or service no longer produced or conducted on the premises upon which the sign is located. Where the owner or lessor of the premises is seeking a new tenant, such signs may remain in place for not more than 30 days from the date of vacancy.

(8) Temporary window signs used for the purpose of advertising goods and/or services to the extent not permitted in § 156-9C.

(9) Signs or symbols made by marking the surface of any road or highway within the Town with paint or any other permanent substance, with the exception of governmental agencies or their agents for purpose of traffic safety, construction or for the marking of underground hazards to construction.

(10) Flying signs, such as blimps or kites, designed to be kept aloft by mechanical, wind, chemical or hot air means that are attached to the property, ground or other permanent structure.

(11) Inflatable signs that are attached to the property, ground or other permanent structure, including but not limited to balloons.

(12) Signs and components and elements of faces of signs that move, shimmer, or contain reflective devices.

(13) Signs which emit any odor, noise or visible matter other than light.

(14) Pornographic signs.

(15) Signs on utility poles.

(16) No advertising message or sign shall be affixed to any transmission facility.

(17) A vehicle, or portion of a vehicle (including a trailer), used as a sign or as the base for a sign where the primary purpose of the vehicle or portion of a vehicle in that location is its use as a sign.

B. No sign shall display any moving parts, nor shall it be illuminated with any flashing or intermittent lights, nor shall it be animated. Time-and-temperature signs that also provide public service information are exempted. All displays shall be shielded to prevent any light from being directed at oncoming traffic. No device shall be illuminated in such a manner as to interfere with or obscure an official traffic sign or signal. This includes indoor signs that are visible from public streets.

C. Vehicles regularly and customarily used for the transportation of persons or property, with a sign, shall not be parked within public view without significant movement for more than 10 days.

§ 156-12 Nonconforming signs.

A. The following are nonconforming signs in existence at the time of initial chapter enforcement:

(1) Advertising signs. (Exceptions: Temporary window signs and signs which advertise nonprofit corporations.) Said signs shall be limited to the sizes and restrictions imposed within the zoning district in which the use is located and the other applicable provisions of this chapter.

(2) Prohibited signs.

(3) Other signs. All other signs not prohibited that do not conform to the provisions of the chapter.

B. General provisions governing nonconforming signs.

(1) A nonconforming sign may not be:

(a) Changed to another nonconforming sign.

(b) Structurally altered except to bring it into compliance with the provisions of this chapter.

(c) Expanded.

(d) Reestablished after its discontinuance for 14 days.

(e) Repaired or otherwise rehabilitated except to bring it into compliance after damage of more than 50% of the sign market value.

(2) If any property use or business changes ownership, all signs on that property, including any sign identifying a business no longer in existence, shall be brought into conformance within 30 days.

(3) All nonconforming and prohibited signs created by this chapter shall be removed or brought into conformity with this chapter within the following time periods:

(a) Any sign in violation of § 156-11, Prohibited signs: five years.

(b) For all other nonconforming signs: five years from the date of the enactment of this chapter.

(4) Nonconforming sign maintenance and repair. Nothing in this chapter shall be construed as relieving the owner or user of a legal nonconforming sign or owner of the property on which the legal nonconforming sign is located from the provisions of this chapter regarding safety, maintenance and repair of signs; provided, however, that any repainting, cleaning and other normal maintenance or repair of the sign or sign structure shall not modify the sign structure or copy in any way which makes it more nonconforming or the sign shall lose its legal nonconforming status.

(5) Updating nonconforming signs. Any person requesting to update a sign on a premises that contains legally nonconforming signage must, as part of the update, bring 20% of the existing signage into conformity.

C. Nonconforming uses. In cases where a use is legally nonconforming based upon Chapter 170, Zoning, all existing or proposed signs shall be considered conforming if they are in compliance with the sign provisions for the most restrictive zoning district in which the use is allowed.

D. A sign that was constructed, painted, installed or maintained in conformance with a permit under this chapter but for which the permit has lapsed or has not been renewed or for which the time allowed for the continuance of a nonconforming sign has expired shall be forthwith removed without notice or action from the Town.

§ 156-13 Maintenance.

All signs, together with all of their supports, braces, guys and anchors, shall be kept in repair and in a proper state of preservation. The display surfaces of all signs shall be kept neatly painted or posted at all times. Every sign and the immediate surrounding premises shall be maintained by the owner or person in charge thereof in a clean, sanitary and inoffensive condition and free and clear of all obnoxious substances, rubbish and weeds. Notice shall be given to the Town Board of any change in sign user, sign owner or owner of the property on which the sign is located.

§ 156-14 Inspections; right of entry.

All signs for which a permit is required shall be subject to inspection by the Town Board or its designated agent. The Board or its designated agent is hereby authorized to enter upon any property or premises to ascertain whether the provisions of this chapter are being obeyed. Such entrance shall be made during business hours unless an emergency exists. The Board or its designated agent may order the removal of any sign that is not maintained in accordance with the maintenance provisions of this chapter.

§ 156-15 Violations and penalties.

Any violation or attempted violation of this chapter or of any condition or requirement adopted pursuant hereto may be restrained, corrected or abated by appropriate proceedings.

A. No person, corporation or organization shall construct or install any sign which violates any provision of this chapter. Any person, corporation or organization who or which fails to comply with the provisions of this chapter shall forfeit $100 for the violation, plus the costs of prosecution for the violation.

B. If the violation is not corrected within 10 working days of notice of violation, said person, corporation or organization shall forfeit $25 plus the costs of prosecution for the violation for each day a violation exists or continues. Each day shall constitute a separate offense. The Town of St. Joseph may institute appropriate action or proceedings to enjoin a violation of this chapter or to require any person, corporation or organization to comply with this chapter.

§ 156-16 Issuance of permit; variances.

A. Permit issued if application in order. It shall be the duty of the Zoning Administrator, upon the filing of an application for a permit, to examine such plans, specifications and other data and the premises upon which it is proposed to erect the sign. If it shall appear that the proposed structure is in compliance with all the requirements of this chapter and all other laws and ordinances of the Town of St. Joseph, the permit shall then be issued. If the work authorized under a permit has not been completed within six months after the date of issuance, the permit shall be null and void.

B. Variances. In order to provide additional flexibility in the enforcement of this chapter and to alleviate hardship and injustice, the Town Board may, upon application, grant a variance from the terms of this chapter. Upon application therefor from the person seeking a permit for the erection or installation of a sign, the request for variance shall be processed in accordance with applicable provisions of Chapter 170, Zoning, as it may be amended. Additionally, the Town Board shall make a finding of fact that an undue hardship or injustice would exist if a variance were not granted and, therefore, may grant such variations based upon consideration of the following:

(1) That particular physical surroundings, shape or topographical conditions of the specific parcel of land involved exist so that strict adherence to the standards of this chapter would not allow a sign to be effective or would significantly reduce the effectiveness of a sign due to reduced visibility or other reason.

(2) That the condition involved is unique to the particular parcel of land involved.

(3) That the purpose of the variance is not based exclusively upon a desire to increase the value of income potential of the business involved.

(4) That the alleged difficulty or hardship is caused by this chapter and has not been created by any persons presently having an interest in the parcel.

(5) That the granting of the variance will not be detrimental to the public welfare or injurious to other land or improvements in the neighborhood.

(6) That the proposed variance will not impair an adequate supply of light and air to adjacent property or substantially increase the congestion of the public streets or interfere with the function of the Police and Fire Departments of the Town.

C. Fees. A fee for the review and processing of sign permit variance requests shall be charged in accordance with a resolution by the Town Board.

§ 156-17 Severability.

The provisions of this chapter are declared to be severable, and if any section, subsection, sentence, clause or part thereof is, for any reason, held to be invalid or unconstitutional by a court of competent jurisdiction, such decision shall not affect the validity of any remaining sections, subsections, sentences, clauses or part of this chapter.