The purpose of this article is to regulate display of the various classes of signs as follows:
A.
Display of signs.
(1)
Any sign placed on land or on a building for the purpose of identification or protection of the same or for advertising a use conducted thereon or therein shall be deemed to be accessory and incidental to such land, building or use. It is the purpose to place such limitations on the display of all such signs as will assure that they will:
(a)
Be appropriate to the land, building or use to which they are appurtenant; and
(b)
Be adequate but not excessive for the intended purpose of identification, protection or advertisement. With respect to signs advertising business uses, such regulations have been devised after considering, among other matters, shopping habits, extent of trade area and means of access to such uses and are specifically intended, among other things, to avoid excessive competition among sign displays in their demand for public attention.
(2)
A further purpose of this article is to permit such signs that will not, by their reason, size, location, construction or manner of display, endanger the public safety of individuals; confuse, mislead or obstruct the vision necessary for traffic safety; or otherwise endanger public health, safety and morals; and to permit and regulate signs in such a way as to support and complement land use objectives set forth in the Comprehensive Plan and this Zoning Ordinance. Considerable attention has been placed on the physical and economic revitalization of the central business district by city government and the business community. Extensive planning efforts within the downtown area have resulted in a comprehensive program to upgrade the aesthetic environment, which in turn is expected to stimulate economic growth within the community. As signs are a prominent element of the downtown's visual environment, it has become important to control their appearance, number and location. The regulation of signs is intended to be consistent with objectives set forth in the Comprehensive Plan.
B.
It is intended that signs erected for directional purposes, for public information or to call attention to special events shall be confined to those that are of general public interest, and that such signs shall be limited to the giving of such information.
C.
All other signs commonly referred to as "outdoor advertising signs" are deemed by this chapter to constitute a separate use, unique among all uses in the city, in that it is essentially a use of the streets and highways in the city.
D.
Any widespread display of outdoor advertising is deemed to be inappropriate to the character and sound development of the city, and it is intended by this chapter that the streets and highways in the city shall not be made available for such display, but that outdoor advertising shall be confined to locations in industrial districts in which it is deemed not to be incongruous with other uses permitted therein.