A.
Purpose. The sign regulations of this article are intended to balance the following differing, and at times, competing goals:
(1)
To support the desired character of the Village, as expressed in adopted plans, policies and regulations;
(2)
To promote an attractive visual environment;
(3)
To accommodate the effective use of signs as a means of identification and communication for businesses, organizations and individuals;
(4)
To provide a means of wayfinding for visitors and residents;
(5)
To prohibit signs of such excessive size and number that they obscure one another to the detriment of the economic and social well-being of the Village and its residents, property owners and visitors;
(6)
To protect the public health, safety and welfare by minimizing hazards for motorized and nonmotorized traffic;
(7)
To minimize the possible adverse effects of signs on nearby public and private property; and
(8)
To provide broadly for the expression of individual opinions through the use of signs on private property.
B.
Findings. In conjunction with the purposes set forth in Subsection A, the Village Board finds that regulation of the size, height, number and spacing of signs throughout the Village is necessary to:
(1)
Promote the aesthetic and environmental values of Allouez by providing for signs that serve as effective means of communication and do not impair the attractiveness of the Village as a place to live, work, visit, and shop;
(2)
Protect public investment in and the character and dignity of public buildings, streets, and open spaces;
(3)
Protect the distinctive community character of Allouez, which results from its natural features, neighborhoods, street patterns, architectural features and historic resources;
(4)
Ensure that signs are designed and proportioned in relation to the structures to which they are attached, adjacent structures, and the streets on which they are located;
(5)
Enhance public spaces by preserving views and fostering the unobstructed growth of street trees;
(6)
Provide an environment that will safeguard and enhance neighborhood livability and property values, and promote the development of business in the Village;
(7)
Reduce hazards to motorized and nonmotorized travel caused by visual distractions and obstructions; and
(8)
Thereby promote the public health, safety and welfare.
C.
Applicability. All signs within the Village are subject to the regulations of this article and all other applicable provisions of this chapter, except as otherwise expressly stated.
D.
Content neutrality.
(1)
Any sign allowed under this article may contain, in lieu of any other message or copy, any lawful noncommercial message that does not direct attention to a business, or to a product, commodity or service for sale or lease, or to any other commercial interest or activity, as long as the sign complies with all size, height, location and other applicable requirements of this article.
(2)
The purpose of this content neutrality provision is to avoid any inadvertent favoring of commercial speech over noncommercial speech, or favoring of any particular noncommercial message over any other noncommercial message.
(3)
This provision does not create a right to increase the total amount of signs on a lot.
E.
Measurements.
(1)
Number of faces. Unless otherwise expressly stated, when the sign faces of a multisided sign are parallel or within 30° of parallel, only one side of the sign is counted for the purpose of determining the area and number of signs. If the sign faces are not parallel or within 30° of parallel, all sign faces are counted.
(2)
Sign area. The area of a sign face is computed by means of the smallest geometric figure (square, circle, rectangle, triangle, polygon, etc.) that will encompass the outer limits of all of the letters, words, representations, emblems, or other displays, together with any material or color forming an integral part of the background of the display used to differentiate the sign from the backdrop or structure upon which it is placed, but not including any supporting framework, bracing, or decorative fence or wall that is clearly incidental to the display itself.
(3)
Window area. The area of a window includes only the glass or glazed elements of the window. Frames, mullions and similar features are not counted as part of the window area.
(4)
Height. The height of a sign is computed as the distance from the natural or curb grade, whichever is higher, at or below the base of the sign, to the top of the highest attached component of the sign. Natural grade for sign height measurement purposes is construed to be the lower of existing grade before construction or the newly established grade after construction, exclusive of any filling, berming, mounding, or excavating solely for the purpose of locating the sign. When natural grade cannot reasonably be determined, sign height is computed on the assumption that the elevation of the natural grade at the base of the sign is equal to the elevation of the nearest point of the crown of a public street or the grade of the land at the principal entrance to the principal structure on the subject lot, whichever is lower.





