The purpose of this Chapter is to:
1.
Provide for the orderly construction, location, placement, size and maintenance of signs, outdoor advertising structures, and displays of any character, and to safeguard the general public from the hazards caused by dangerously and improperly located and maintained signs.
2.
Promote and protect the public health, safety and welfare by regulating outdoor signs of all types. The specific goals are to protect property values, enhance and protect the physical appearance of the community, to reduce sign or advertising distractions and obstructions, and to ensure that new signs are compatible in design and scale with their surroundings.
3.
Administrative Interpretations. All interpretations of this Chapter are to be exercised in light of the message neutrality and message substitution policies. Where a particular type of sign is proposed, and the type is neither expressly allowed nor prohibited by this Chapter, or whenever a sign does not qualify as a "structure" as defined in the Building Code as adopted by the City of Hercules, then the Planning Commission or Director, as applicable, shall approve, conditionally approve, or disapprove the application based on the most similar sign type, using physical and structural similarity, that is expressly regulated by this Chapter.
4.
Message Neutrality. It is the City's policy and intent to regulate signs in a manner consistent with the U.S. and California constitutions, which are content neutral as to noncommercial speech and do not favor commercial speech over noncommercial speech.
5.
Message Substitution. Subject to the property owner's consent, a noncommercial message of any category or content may be substituted, in whole or in part, for any allowed commercial message or any noncommercial message; provided, that the sign structure or mounting device is legal, without consideration of message content. Such substitution of message may be made without additional approval or permitting. The purpose of this provision is to prevent favoring commercial speech over noncommercial speech, or favoring any particular noncommercial message over any other noncommercial message. Message substitution is a continuing right which may be exercised any number of times. This provision does not:
A.
Create a right to increase the total amount of sign area on site.
B.
Create a right to substitute an off-site commercial message in place of an on-site commercial message or in place of a noncommercial message.
C.
Affect the requirement that a sign structure or mounting device must be properly permitted.
D.
Authorize changing the physical method of image presentation (such as digital, LED, or neon) display without a permit.
Except as otherwise provided in this Chapter, it is unlawful for any person to construct, erect, enlarge, alter, or relocate within the City any sign as defined in this Chapter, without first obtaining a sign permit for a sign or planned sign program, subject to design review approval, and a building permit.
(ZO § 34.100; Ord. 510 § 2, 2018; Ord. 515 § 2, 2018; Ord. 527 § 1, 2020)








