In its evaluation of quality of design, the city planner and the planning commission shall apply the following criteria among others:
A. 
To the extent feasible, signs shall be graphic and nonverbal, with the design emphasis on simplicity, style trademarks, business identification and symbols rather than on extensive wording and advertising messages.
B. 
Sign proliferation creates a busy, unpleasant atmosphere and shall be avoided. Good design calls for thoughtful coordination of all signs, in a lesser rather than greater number of locations on the premises.
C. 
Signs shall relate to the architectural design of the building. Signs which cover windows, or which spill over natural boundaries or architectural features and obliterate parts of upper floors of buildings are a menace to visual order and shall not be permitted.
D. 
The typical plastic-faced sign with white, internally illuminated background shall be discouraged; dark backgrounds with the letters or design lighter to reduce the glare and the resulting bland night-lighting effect are preferred. Sign illumination shall be designed so as to avoid glare and light intrusion onto other signs or premises.
E. 
Neon shall be carefully and sparingly used in signs to avoid blatancy and garishness. Neon is usually better used in symbols or design than for lettering.
F. 
Good signs can become bad signs by installation on thoughtlessly contrived or overpowering structures. Careful consideration shall be given to minimize and simplify every sign's supporting structure.
G. 
The city planner may make design and structure exemptions if the proposed sign attempts to duplicate signs used in certain historical periods: for example, the exposed light bulbs used in the late Victorian period, and the wall-painted sign incorporated into the design facade of the art deco.
(Ord. 77-12 N.S. Appendix III, 1977)
A. 
The sign area is computed by including the maximum single display surface which is visible from a single ground position. The structure supporting a sign is not included in determining the sign area unless the structure is designed in a way as to form part of the display or is an integral background for the display.
B. 
The area of a sign is determined by computing the area of an encompassing circle or rectangle, whichever is smaller.
C. 
Where a commercial building is on a corner, the side of the building will be treated as the front in calculating the area allowed for the side sign.
D. 
The following illustration sets forth the manner for computing facing area:
(Prior code § 8-913; Ord. 77-12 § 1, 1977)
A. 
The maximum aggregate area of all wall signs permitted for a frontage of a premises is based upon the frontage of the premises and number of stories of the premises to which the sign will be affixed. This maximum area is set forth in Table I, as follows:
Table I
Maximum Sign Area in Square Feet
Frontage of Building in Lineal Feet
1-Story or Less Than 15'
2-Story or Less Than 25'
3-Story or Less Than 40'
4
20
20
20
6
20
20
20
8
20
20
20
10
20
20
20
12
20
20
20
14
20
20
29
16
20
20
39
18
20
26
49
20
20
34
57
22
20
42
65
24
20
49
71
26
23
55
78
28
29
61
83
30
34
66
89
32
39
71
94
34
44
76
98
36
49
81
103
38
53
85
107
40
57
89
110
42
61
92
114
44
65
96
118
46
68
99
121
48
71
103
124
50
75
106
127
52
78
109
130
54
81
111
132
56
83
114
135
58
86
117
138
60
89
119
140
62
91
122
142
64
94
124
145
66
96
126
147
68
98
128
149
70
100
130
151
72
103
132
153
74
105
134
155
76
109
136
157
78
110
138
158
80
112
140
160
82
114
142
162
84
116
143
163
86
118
145
165
88
119
147
167
90
121
148
168
92
122
150
169
94
124
151
171
96
125
153
172
98
127
154
174
100
130
156
175
105
134
159
178
110
137
162
181
115
140
165
184
120
143
168
187
125
146
171
190
130
148
173
192
135
151
176
194
140
153
178
197
145
156
181
200
150
160
183
155
162
185
160
164
187
165
166
189
170
168
191
175
170
193
180
172
194
185
173
196
190
175
198
195
177
200
200
178
205
180
210
181
215
183
220
184
225
186
230
187
235
188
240
190
245
191
250
192
255
191
260
192
265
193
270
194
275
196
280
197
285
198
290
199
295
200
B. 
In applying Table I to a building if the frontage of the building is not listed therein, the next larger frontage figure determines the maximum wall sign area.
C. 
Regardless of the frontage or height of the building, the total permissible aggregate area of all wall signs for a frontage of a building is 200 square feet.
D. 
The maximum aggregate permissible wall sign area for buildings set forth in this section shall be reduced by the sign area of each freestanding sign and shingle sign on the property, but shall not be reduced by the amount of area used for window signs. However, if the building is set back at least 100 feet from the street line on an official street setback line, if one exists, then the permissible wall sign area is not reduced by the sign area of the freestanding sign.
(Prior code § 8-905; Ord. 77-12 N.S. § 1, 1977)
Each sign shall be maintained in a secure, safe and good condition. If the city building inspector finds that a sign is not secure, safe or in a good state of repair, he shall give written notice in a reasonable manner of this fact to the person responsible for the maintenance of the sign. If the defect in the sign is not corrected within the time permitted by the city, the city planner and/or the planning commission may revoke the permit to maintain the sign and abate it in the manner provided in BMC § 18.28.010.
(Prior code § 8-936; Ord. 77-12 N.S. § 1, 1977)
No part of a sign attached to or mounted on a building may project beyond 12 inches from the wall to which it is attached, except as permitted with shingle signs.
(Prior code § 8-906; Ord. 77-12 N.S. § 1, 1977)
No part of a sign affixed to a building may extend above the roof line or ridge line of the building to which it is attached.
(Prior code § 8-907; Ord. 77-12 N.S. § 1, 1977)
No sign may be located in a manner which may obstruct or interfere with the view of a traffic signal. No sign may be located within 100 feet of the intersection of public streets, if it obstructs the vision of a motorist within 100 feet of the intersection. No sign may be located so as to create a hazardous condition to a person using the public right-of-way.
(Prior code § 8-914; Ord. 77-12 N.S. § 1, 1977)
The owner of any sign shall maintain legal clearance from communications and electric facilities. A sign may not be constructed, erected, installed, maintained or repaired in any manner that conflicts with a rule, regulation, or order of the California Public Utilities Commission pertaining to the construction, operation and maintenance of public utilities facilities.
(Prior code § 8-918; Ord. 77-12 N.S. § 1, 1977)
An accessory sign which ceases to advertise a bona fide business conducted or product sold on the premises shall be removed within 90 days after written notification from the building inspector.
(Prior code § 8-940; Ord. 77-12 N.S. § 1, 1977)