Five of the following eight design guidelines must be determined by the Sign Committee to have been met to qualify for sign area bonuses of § 221-19. In addition, compliance with them is suggested but not required for other signs, and will be considered by the Sign Committee in acting on other cases before it.
A. 
Sign scale is appropriate in relation to development scale, viewer distance and travel speed, and sign sizes on nearby structures.
B. 
Sign size, shape, and placement serves to define or enhance such architectural elements of the building as columns, sill lines, cornices, and roof edges, and not to interrupt, obscure or hide them.
C. 
Sign design is not wholly discontinuous with other signage on the same or adjacent structures, providing continuity in mounting location and height, proportions, materials, or other important qualities.
D. 
Sign materials, colors, lettering style, and form are compatible with building design and use.
E. 
Sign content does not overcrowd background (normally not exceeding 40% of background area).
F. 
Sign legibility is not impaired by excessive complexity, multiple lettering styles or colors, or other distracting elements.
G. 
Signs do not display brand names, symbols, or slogans of nationally distributed products except in cases where the majority of the floor or lot area on the premises is devoted to manufacture, sale, or other processing of that specific product.
H. 
Signs do not contain selling slogans, product descriptions, "help wanted" notices, or other commercial messages which are not an integral part of the name or other identification of the location or the enterprise.