A. 
The purpose of this article is to establish standards for signage based on the finding that such standards further compelling governmental interests, while still being narrowly defined so as to limit prohibitions on speech on exterior signage in accordance with federal law.
B. 
The regulations within this article shall be understood and interpreted with reference to the following goals:
(1) 
Promote the public welfare, health, and safety of all motorists, bicyclists, pedestrians, and nearby residents and occupants.
(2) 
Aid in the reasonable development and promotion of business.
(3) 
Ensure effectiveness and flexibility in the design and creativity of signage without creating detriment to the general public.
(4) 
Recognize that different zoning districts, land uses, and activities have different characteristics, and that sign regulations should vary based in part on those differences.
(5) 
Promote signage that is compatible with its surroundings, both existing and planned.
(6) 
Assure that signage is not a dominant visual element of the building or site to which it relates, but instead is integrated with and ancillary to the building and site.
(7) 
Implement the community vision, goals and objectives, and aesthetic and signage recommendations in this chapter and the Comprehensive Plan.
C. 
Each sign lawfully existing as of June 12, 2025, but not meeting one or more requirements of this article and chapter shall be deemed a nonconforming structure, and the applicable provisions of § 225-7-2 shall apply.
D. 
Sign permit applicability and procedures are per Figure 225.5.1 and § 225-8-11.
A. 
Definitions. In addition to the general definition of a sign in § 225-9-3, the following are definitions of the different purposes, types, and configurations of signs regulated under this article:
ABANDONED SIGN
A sign that is no longer being used in connection with an ongoing business or other activity on the premises, a sign that is no longer being used because the business is discontinued, and/or a sign that has not been maintained in a manner that renders it legible.
ARM/POST SIGN
A type of small-scale freestanding sign mounted on a post or posts, either with a bracket extending outward to support a hanging sign, with the sign attached directly to the side of the post, or with the sign mounted between two posts.
Example of arm/post sign
AUXILIARY SIGN
A sign that provides special information such as price, hours of operation, parking rules, or warnings. Examples of such signs include parking lot entrance signs, parking lot rules signs, "no trespassing" signs, menu boards, drive-through ordering stations, and signs that list fuel prices of gasoline and/or are mounted to (but not above) fuel canopies.
AWNING OR CANOPY SIGN
A sign that is directly affixed via sewing, painting, or similar method to an awning or canopy which is legally mounted to the facade of a building.
Example of awning sign
COMMUNITY INFORMATION SIGN
A type of a permanent, seasonal, or limited-time event sign, located either on-premises or off-premises, which displays information of interest to the general public not directly tied to a private use or activity; serves as an identification, entrance, or wayfinding sign for the Village; or is located on public lands and advertises sponsors of public events, activities, or facilities thereon.
FEATHER BANNER
A sign made of a flexible fabric panel or panels designed to catch and often flutter in the wind and generally mounted with a pole in the ground. Also known as a feather flag or flutter flag.
FLASHING SIGN
A directly or indirectly illuminated sign on which artificial light is not maintained stationary and constant in intensity and color at all times when in use.
FREESTANDING SIGN
A self-supporting sign resting on or supported by means of poles, standards, or any other type of base on the ground. Freestanding signs include arm/post signs, monument signs, and pylon signs.
INDIVIDUAL BUSINESS SIGN
A sign assigned to a single nonresidential use operating on a site, not including any nameplate and identification, auxiliary, community information, limited-time event, political message, regulatory, required, historic, sandwich board/pedestal, or unified business center sign, as otherwise defined in this section or in § 12.04, Wis. Stats.
LIMITED-TIME EVENT SIGN
A sign intended to be displayed for a certain limited period of time as specified in this article. Included are retailers' signs temporarily displayed for the purpose of informing the public of a "sale" or special offer, garage sale signs, open house signs, construction signs, real estate signs, signs greater than 11 square feet each with a political message as defined in Wis. Stats. § 12.04, and personal greeting or congratulatory signs. If a sign display area is permanent but the message displayed is subject to periodic changes, that sign shall not be considered a limited-time event sign. Also does not include any sandwich board/pedestal signs.
MARQUEE SIGN
A type of sign that is an on-building sign sheltering the entrance and/or entrance approaches of a theater or other use, includes changeable letters or messages.
MOBILE SIGN
A sign mounted on a frame or chassis designed to be easily relocated, including vehicles and/or trailers which have a principal commercial use for signage and portable message board signs. Does not include any sandwich board/pedestal signs.
MONUMENT SIGN
A type of freestanding sign with a bottom edge located within one foot of a ground-mounted pedestal or the ground surface.
Example of monument sign
NAMEPLATE AND IDENTIFICATION SIGN
An accessory sign containing only the address or other basic identifying information of the premises on which it is located, but not including any individual business sign as defined above.
OFF-PREMISES ADVERTISING SIGN
A sign that directs attention to a business, commodity, service, or entertainment conducted, sold, or offered on a premise other than the site where the sign is displayed. Off-premises advertising signs include off-premises "billboards", but do not include community information signs, sandwich board/pedestal signs, or unified business center signs described elsewhere in this section.
ON-BUILDING SIGN
A type of sign permanently affixed to an outside wall of a building. On-building signs include awning and canopy signs, marquee signs, projecting signs, and wall signs, but not window signs.
PENNANT
A sign made of fabric, plastic, or similar material, which may or may not contain distinctive colors, patterns or symbols of a corporation or business, often in series, and usually mounted without a frame and hung from poles and structures to allow movement by air. Such attention-getting displays not specifically defined as a flag or banner are considered pennants.
PROJECTING SIGN
A type of on-building sign which is attached directly to a building wall, projects greater than 18 inches from the building wall, and is typically mounted perpendicular to the building wall.
Examples of projecting signs
PYLON SIGN
A type of freestanding sign erected upon one or more pylons, poles, or posts, of a scale that is larger than an arm/post sign.
REGULATORY, REQUIRED, OR HISTORIC SIGN
A sign used to indicate or reinforce traffic and other regulations, including stop, yield, speed limit, "do not enter," handicapped parking, and one-way signs, plus any other sign required by government rule or designation except for any fuel price sign, not subject to regulation under this article.
SANDWICH BOARD/PEDESTAL SIGN
A non-illuminated, movable sign placed by hand outside the building while the business is open and designed to be durable and self-supporting in all weather conditions. Does not include mobile or limited-time event signs as described above.
Example of sandwich board sign
UNIFIED BUSINESS CENTER SIGN
A sign displaying the collective name of a group of uses within a unified business center as defined in § 225-9-3 and/or the names and/or logos of the individual occupants of a unified business center.
VARIABLE MESSAGE SIGN (VMS)
An electronic or digital sign which displays words, lines, logos, graphic images, or symbols that can change automatically or by computer program change to provide different information, and which includes computer signs, LED and other video display signs, and time/temperature signs.
WALL SIGN
A type of on-building sign mounted parallel to and directly on a building facade or other vertical building surface, projecting not more than 18 inches beyond the edge of any wall or other surface to which they are mounted, generally mounted flush to the wall, and extending no higher than the highest point of the roof in portion of the building where the sign is mounted.
WINDOW SIGN
A type of sign mounted on or within an exterior window; confined within the transparent glazed area of the window; not encroaching upon the frame, mullions, or other supporting features of the glass; and visible from the exterior with a primary intent to advertise a business conducted or product available within the premises. All permanent window signs that have their lettering or graphic elements directly on the glazing shall be painted, metal leafed, vinyl transferred, or in some other manner permanently applied to the window.
Examples of wall and window signs
B. 
Sign measurement.
(1) 
Sign height. See definition of "height" in § 225-9-3.
(2) 
Sign area. Sign area shall be measured in the following manner:
(a) 
Where a freestanding sign has two or more display faces, the total area of all of the display faces shall be considered the sign area.
(b) 
In the case of a sign placed within a frame, a marquee sign, or other structure, sign area consists of the entire surface area of the sign on which copy could be placed. The supporting structure or bracing of a sign, including the supports of monument signs not used for copy, shall not be counted as a part of the sign area unless such structure or bracing is made a part of the sign's message.
(c) 
In the case of a sign on which the message is fabricated together with the background which borders or frames that message, sign area shall be the total area of the entire background.
(d) 
In the case of a sign on which message is applied to a background which provides no border or frame, such as individual letters to a building face or awning, sign area shall be the area of the smallest rectangle which can encompass the entire sign message.
(3) 
Signable wall. A signable wall is defined as a front exterior wall, a street-side exterior wall, or an interior side or rear exterior wall with a customer entrance to the business's building space and facing a customer parking lot. No individual wall shall count as more than one signable wall for purposes of determining the allowable number and area of on-building signs in nonresidential zoning districts.
(4) 
Setback. Sign setback shall be the shortest distance between the vertical plane extending from the property line (or other specified basis for the setback point) to the nearest element of the sign, whether said sign element is attached to the ground or suspended above the ground.
(5) 
Clearance. The distance between the bottom of a sign and the surface directly beneath the sign.
A. 
Prohibited signs. The following types of signs and sign configurations shall be prohibited within the Village, except as provided herein:
(1) 
Any sign where, by reason of its position, shape, color, or design, interferes with, obstructs the view of, or may be confused with any authorized traffic sign, signal, or device, or making use of words such as "stop," "look," "drive-in," "danger," or any other word, phrase, symbol, or character in such manner as to interfere with, mislead, or confuse street users.
(2) 
Any sign that prevents free ingress to or egress from any door, window, or fire escape, or attached to a standpipe or fire escape.
(3) 
Any sign impeding traffic or pedestrian visibility or mobility in the determination of the Zoning Administrator.
(4) 
Any sign attached to or painted on any public utility or light pole or traffic regulatory structure, natural feature (e.g., tree or rock), or fence or wall, except where such feature was deliberately placed and designed for private signage in the determination of the Zoning Administrator.
(5) 
Any sign, other than a regulatory or government erected sign, within or extending into a public right-of-way, except where otherwise approved by the Zoning Administrator and Public Works Director based on the relationship to pedestrian and vehicular traffic movement and safety and utility use and operations within the right-of-way.
(6) 
Any sign designed or positioned to obscure or unduly compete for attention with any other permanent sign.
(7) 
Any mobile, inflatable, flashing, fluttering, undulating, swinging, rotating, or otherwise moving sign, pennants, feather banner, or other moving decorations.
(8) 
Any variable message sign, marquee sign, or other changeable message sign, except by Building Board approval for information of general public interest or for a community information sign under Subsection B.
(9) 
Any sign using high-gloss paints, lacquers, varnishes or other "shiny" or reflective surfaces, including smooth plastics, mirrors, and related materials except transparent glass.
(10) 
Any sign using fluorescent, "day glow," or another similarly intense colors.
(11) 
Any sign attached to a building designed and/or constructed so that the attachment to such wall extends above a point of bearing with the roof rafters, except that roofs may be used as sign installation areas if integral to the architectural design of or existing signage on the building in the opinion of the Building Board.
(12) 
Any illuminated sign that faces or can be viewed from property located within a residential zoning district so as to permit the illumination to be directed to or glare into an area within any residential zoning district, except as permitted in Figure 225.5.1 for neon and related signs.
(13) 
Any abandoned sign.
(14) 
Any off-premises advertising sign, structure supporting such sign, or expansion thereto.
B. 
Community information signs. Community information signs, as defined in § 225-5-2A, shall be subject to the following regulations:
(1) 
May be located in any zoning district by permission of the land owner, or on public property or rights-of-way if approved under Subsection A(5).
(2) 
If associated with an organized event permitted under §§ 225-3-5F, 192-11, and 192-12, shall be allowed up to 48 hours before the event and up to 24 hours after the event.
(3) 
Notwithstanding Subsection A, may have changeable copy and/or be a variable message sign, but shall not have any other characteristics of a prohibited sign under Subsection A.
(4) 
Shall not be counted as adding to the area of signage on the property on which it is placed for the purposes of regulating sign area.
(5) 
May be subject to restrictions on lighting, color, duration of placement (e.g., seasonal limitations) as part of sign permit approval, provided that such restrictions are consistent with the purposes of this article and chapter.
In addition to the general signage requirements in this article, the following signage regulations shall apply in each residential zoning district and to single-family residential uses in nonresidential districts:
A. 
Except where disallowed under § 12.04, Wis. Stats. for political signs less than 11 square feet each:
(1) 
Each on-building sign shall be affixed flat to the wall on the first floor.
(2) 
No sign shall be illuminated except for nameplate and identification signs.
B. 
Permanent signage shall be limited to one nameplate and identification sign or similar, not exceeding three square feet per parcel.
C. 
Limited-time event signs, as defined in § 225-5-2A, are allowed subject to the following limitations:
(1) 
There shall be a maximum of two such signs per parcel at any one time, except for window signs and political signs of under 11 square feet, which are allowed without quantitative limit per § 12.04, Wis. Stats.
(2) 
Total area of all such signs at any one time shall not exceed 11 square feet.
(3) 
May only be an off-premises sign with permission of the other property owner.
(4) 
Where a freestanding sign, shall be set back at least two feet from all front and street side lot lines and five feet from other parcel lines.
(5) 
Shall not be placed on any lot for greater than 30 consecutive days or 120 days in any calendar year, except where associated with an active real estate transaction, active construction project, or election campaign period as defined in Wis. Stats. § 12.04.
(6) 
Shall be installed no greater than 48 hours before the event and must be removed within five hours from closing or completion of the event, including substantial completion of a construction activity or completion of a real estate sale or rental. Wis. Stats. § 12.04 may prescribe different time limits for signs with a political message.
(7) 
If associated with a building permit, shall be erected only after a building permit has been issued and the project authorized by the building permit has commenced.
(8) 
Shall not be placed on any parcel for greater than 30 consecutive days or 120 days in any calendar year, except where associated with an active real estate transaction, active construction project, or election campaign period as defined in § 12.04, Wis. Stats.
(9) 
Shall be installed no greater than 48 hours before the event and be removed within five hours from the closing or completion of the event, including substantial completion of construction or completion of a sale or rental. Section 12.04, Wis. Stats., may prescribe different time limits for signs with a political message.
(10) 
Shall not be among the prohibited signs in § 225-5-3A.
A. 
In addition to the general signage requirements elsewhere in this article, the signage regulations in Figure 225.5.1 shall apply within the CM and CIR Zoning Districts, except for single-family residential uses in those districts.
B. 
In the PUD Planned Development District, permitted sign types, number, area, location, and other characteristics shall be per an approved specific implementation plan under § 225-8-3E. No signage excluded from an approved specific implementation plan shall be located on any site zoned PUD.
A. 
No sign or any part thereof, anchor, brace, or guide rod shall be attached, erected, or maintained that may cover or obstruct any door, doorway, or window of any building that may hinder or prevent ingress or egress through such door, doorway, or window, or which may hinder or prevent the raising or placing of ladders against such building in the event of fire. No sign or any part thereof, anchor, brace, or guide rod shall be attached, fastened, or anchored to any fire escape, fire ladder, or standpipe.
B. 
All signs requiring a sign permit shall be constructed and mounted so as to comply with applicable Village and State Building Code, and to withstand winds and ice loading during typical Wisconsin storm events.
C. 
All illuminated signs shall comply with the applicable electrical code, bear a UL label, be equipped with a watertight safety switch located where electric current enters the sign, have all parts covering service openings to the electrical supply securely fastened, be connected to an electric power source by an electrical contractor (unless the only connection to the electric power source is through a grounded three-prong heavy-duty plug), and be constructed of noncombustible material throughout if an electrical circuit is attached to or contained within it. All illuminated freestanding signs shall be supplied power only by underground wiring or internal batteries.
D. 
Sign supports and braces shall be an integral part of the sign design or hidden from public view. No mounting and or supports for signs shall be inserted into the face of masonry building walls.
E. 
Except for regulatory signs, all freestanding signs shall be designed and constructed with footings for support of such sign that extend not less than 42 inches below the existing ground level. The base or support(s) shall be securely anchored to a concrete base or footing, except for signs legally installed in public rights-of-way. The footing and related supporting structure of each freestanding sign including bolts, flanges, and brackets shall be concealed by the sign exterior or shall be surrounded by landscaping.
F. 
The lowest part of all projecting and awning signs shall be at least eight feet above the adjacent ground or hard surface to enable safe movement beneath, or 10 feet above any motor vehicle travel way. Projecting signs shall be designed and constructed such that the attachment to such wall does not extend above a point of bearing with the roof rafters.
G. 
All temporary signs shall be anchored or supported in a manner that reasonably prevents the possibility of the signs becoming hazards to public health and safety, and shall be immediately restored or removed if damaged.
A. 
All signs and structures appurtenant thereto shall be maintained in a neat and proper state of appearance, which shall be the responsibility of the permit holder, or the property owner if no permit was issued. Proper maintenance shall include the absence of loose materials (including peeling paint, paper, or other material), the lack of excessive rust, the lack of excessive vibration or shaking, and the presence of the original structural integrity of the sign, its frame and other supports, its mounting, and all components thereof.
B. 
If the Zoning Administrator determines that any sign is defective, dangerous, abandoned, in poor repair per the maintenance standard in Subsection A, or otherwise exists in violation of this article or chapter, then the Zoning Administrator shall notify the sign permit holder or the owner of the property on which the sign is located that such violation must be corrected within 10 working days of receipt of receipt of such notice on penalty of automatic revocation of any sign permit previously granted and summary removal of the sign by the Village at the expense of the owner of the property. If the Zoning Administrator causes such notice to be sent and the violation is not corrected within 10 working days, the Zoning Administrator shall revoke any sign permit for the defective or dangerous sign and may initiate other enforcement actions under § 225-8-16.
C. 
Any sign illegally placed in a public right-of-way or public property shall be subject to immediate removal and confiscation without notice by the Zoning Administrator, and without any payment or return of the sign to its installer or owner.
Figure 225.5.1: Sign Regulations Applicable to All Nonresidential Zoning Districts (CM, CIR) Except for Single-Family Residential Uses
Allowed Sign Type and Configuration
Sign Permit Required?
Maximum Sign Quantity
Maximum Sign Area
Maximum Sign Height
Other Requirements
On-building advertising signs
Yes
1 per signable wall per separate occupancy, but not more than 2 per unique business/activity
1 sq. ft. per 1 linear foot of exterior length of each signable wall, up to 48 sq. ft. per occupant per signable wall. For multi-tenant buildings, building owner is responsible for assignment of allowable sign area to individual tenants.
No higher than 20 feet above adjacent ground level. For awning signs, text and/or logos shall not project below or above the awning surface and shall not exceed 25% of the awning area.
Permitted sign materials include solid wood (not particleboard), medium-density-overlay plywood or marine plywood if edge-banded, composite materials designed to closely resemble wood, brushed bronze, antique bronze, aluminum, stainless steel, cast iron, canvas or related durable fabric, architectural glass, stone, masonry, and concrete.
Sign design and color combinations shall be compatible with those of the building facade on which the sign is mounted and harmonious within the sign. There shall be not more than four different colors per sign.
Sign illumination shall be limited to direct illumination from a shielded exterior light source, internal illumination of letters or logos only, backlit individual opaque letters or logos creating a halo effect, and neon or other visible light-emanating gas tube systems. Other internally illuminated on-building signs are not permitted, including backlit plastic sign panels and illuminated awnings (with or without messages). No lighting element shall be visible from any public road or residentially zoned property, excluding neon or other visible light-emanating gas tube systems. All neon or other visible light-emanating gas tube systems shall comply with § 225-5-7, be static in intensity and color, emit illumination not brighter than 0.5 footcandle above ambient lighting conditions 10 feet in front of the sign, conceal all electrical elements, not be illuminated from 1:00 a.m. until dawn. and not be both visible and within 200 feet from any residentially zoned property.
Graphic elements and letters shall be held to the minimum needed to convey each sign's message and shall be composed in proportion to the sign area. Sign message length, complexity, and letter sizes shall provide clarity with consideration to the viewer's position and travel speed.
Monument or arm/post advertising signs (no pylon signs)
Yes
1 per parcel or unified business center, whichever is less
72 sq. ft. per side, with no more than 2 sides per sign. For multitenant buildings, owner is responsible for assignment of allowable sign area.
12 feet
Permitted sign materials are the same as for on-building signs, except for no canvas or related durable fabric or architectural glass. Sign illumination shall be limited to direct illumination from a shielded exterior light source, backlit individual opaque letters creating a halo effect, or internal illumination of the sign message only. Internally illuminated plastic panel signs are not permitted. Sign design and color combinations requirement and graphic elements and letter requirements are the same as for on-building signs. Sign base shall be constructed of or surfaced with materials similar in type (veneers OK) and color to those used on the newest associated principal building, and shall be not less than 1 foot narrower than the width of the sign mounted upon it.
Sandwich board/pedestal signs
No
1 per unique business/activity
12 sq. ft.
5 feet
Only placed outdoors when associated business is open to customers; not illuminated, having more than two sides, placed off-premises (except where allowed by the Public Works Director), or designed to resemble a public regulatory sign (such as a stop sign).
Window signs
No
No limit
25% of each window area
N/A
Area regulation applies to all permanent and temporary signs in the window.
Nameplate and identification signs
No
1 per business
4 sq. ft. each
5 feet, if freestanding
Where a freestanding sign, shall be set back at least 2 feet from all front and street side lot lines and 5 feet from other parcel lines.
If an on-building sign (not window sign), shall meet the design requirements for on-building advertising signs above. If a freestanding sign, shall meet the design requirements for monument or arm/post advertising signs above.
Auxiliary signs
Yes
May be limited by approved site plan
4 sq. ft. each, with combined area of all not exceeding 24 sf
5 ft if freestanding, except on private light pole
Limited-time event signs
No
1 per business/activity and 2 per parcel or unified business center; <2 per business/activity per calendar year.
32 square feet, with narrowest dimension not less than 2 feet.
5 feet, if freestanding
Where a freestanding sign, shall be set back at least 2 feet from all front and street side lot lines and 5 feet from other parcel lines.
Shall not be placed on any lot for greater than 30 consecutive days or 120 days in any calendar year, except where associated with an active real estate transaction, active construction project, or election campaign period as defined in Wis. Stats. § 12.04.
Shall be installed no greater than 48 hours before event and must be removed within five hours from closing or completion of the event, including substantial completion of a construction activity or completion of a real estate sale or rental. Wisconsin Stats. § 12.04 may prescribe different time limits for signs with a political message. If associated with a building permit, shall be erected only after a building permit has been issued and the project authorized by the building permit has commenced.