The purpose of this chapter is to provide minimum standards to safeguard life, health and property and to promote public welfare and preserve the beauty and the unique character of the Village by regulating and controlling the design, area, number, quality of materials, construction, location, electrification, installation and maintenance of all signs referred to hereunder. The intent of this chapter is also to assist the business community in promoting individual businesses by encouraging and maintaining the quality, design and consistency of signage as related to property values on which the signage is located and adjacent property. It is not the intent of this chapter to inhibit or stifle the use of innovative concepts, imagination or originality in designing signs to be erected in the Village. For this reason, special exceptions may be granted under the provisions of §
445-23 of this chapter.
The following terms shall be defined as follows
in this chapter, and the singular includes the plural and the plural
includes the singular:
ADVERTISING VEHICLE
Any vehicle parked temporarily or otherwise on a public right-of-way
or on private property so as to be seen from a public right-of-way
which has attached thereto or located thereon any sign or advertising
device for the basic purpose of providing advertisement of products
or services or directing people to a business activity located on
the same or nearby property or any other premises. Excepted from this
definition shall be public and private passenger transit vehicles.
AREA OF SIGN
The area of copy enclosed by one continuous line connecting
the extreme points, edges or boundaries of a sign. This area does
not include the main supporting components of the sign but shall include
other ornamental attachments.
AWNING
A roof-like structure, often made of canvas or plastic, that
serves as a shelter, as over a storefront, window, door or deck.
BACKLIT SIGN
A sign that has a detached light source located behind the
sign to which is attached to a structure or building.
BILLBOARD SIGN
An advertising sign which directs the attention of the public
to a business activity conducted or product sold or offered for sale
at a location not on the same premises where such sign is located.
BLADE SIGN
A decorative overhanging sign attached to a wall or structure
and facing perpendicular to the attached surface.
CHANGEABLE-COPY SIGN
A sign or part thereof that is designed so that characters,
letters or illustrations can be changed or rearranged without altering
the face or the surface of the sign.
CHANNEL LETTER SIGN
A sign composed of letters so constructed and assembled as
to use no other structure for background other than the building or
structure itself. Also known as "skeleton cutout signs." These can
either be individually mounted (pin mounted) or channel set (grouped
together on a continuous metal channel running behind the letters).
These can also be illuminated or not.
CORNICE
A projecting molding that tops the elements to which it is
attached, used especially on a roof or the crowning member of an entablature,
located above the frieze.
DETACHED SIGN
Any sign not supported by or attached to any side of a building
or structure.
ELECTRONIC MESSAGE BOARD SIGN
Any sign that displays still images, scrolling images or
moving images, including video and animation, utilizing a series or
grid of lights that may be changed through electronic means, including
cathode ray, light-emitting diode (LED) display, plasma screen, liquid
crystal display (LCD), fiber-optic or other electronic media or technology.
FASCIA
A horizontal flat element often combined with a cornice.
FLAT SIGN
Any sign the back of which is attached flat against any side
of a building or structure.
ILLUMINATED SIGN
A sign in which the source of illumination is an integral part of the sign; floodlights illuminating the sign do not convert the sign to an illuminated sign within the meaning of this chapter, but such illumination nevertheless shall be subject to the provisions of Chapter
275, Electrical Standards, of the Village Code. Illumination allowed hereunder, including floodlight illumination, shall be of such nature as to illuminate only the immediate area of the sign, concentrating light within or upon the sign without radiating light upon adjacent public or private property so as to interfere with the comfort and repose of those residing in the neighboring dwellings.
LEGAL NONCONFORMING SIGN
A sign that did meet code regulations when it was originally
installed prior to the adoption of this chapter.
LINTEL
A horizontal structural element over an opening that carries
the weight of the wall above it.
MONUMENT SIGN
A sign independent from any building that has a structural
base of not less than 75% of the width of the sign face.
PAINTED SIGN
One painted upon the side of any building or upon any structure
and for which no separate background structure is used.
PANEL
A portion of a flat surface recessed or raised from the surrounding
area, distinctly set off by molding or some other decorative device.
POLE SIGN
A sign mounted on a pole, independent from a structure, where
the diameter of the pole is less than 80% of the width of the sign.
POLITICAL SIGN
A sign intended solely for a political purpose or to communicate
a message that pertains to an issue of public policy of possible concern
to the electorate but does not include a message intended for a commercial
purpose.
PORTABLE SIGN
A sign that can be moved from place to place that is not
permanently affixed to the ground or to a building.
PROJECTING SIGN
Any sign attached to any side of a building or structure and which extends outward more than three inches. Canopies and awnings shall not be considered projecting signs but shall be maintained in accordance with the provisions of this chapter and shall be subject to the provisions of §
445-18 of this Code.
REVERSE CHANNEL LETTER SIGNS
Channel letter signs that are built the opposite of standard
channel letters with a solid face and a clear back, resulting in a
halo of light around the letter at night. Also known as "halo-lit
signs."
SANDWICH BOARD
A portable, outdoor, collapsible, A-framed sign used for
advertising.
SIGN
Any medium, including its structure and component parts,
which is used or intended to be used to attract attention for advertising
or identification purposes.
SIGN BAND
The wall area on the exterior of a structure located above
a commercial storefront and below the second-floor line.
SKELETON CUTOUT LETTER SIGN
A sign composed of letters so constructed and assembled as
to use no other structure for background other than the building or
structure itself. Also known as "channel letter signs." These can
either be individually mounted (pin mounted) or channel set (grouped
together on a continuous metal channel running behind the letters).
These can also be illuminated or not.
SPECIAL EVENT SIGN
A temporary sign which is erected or displayed for not more
than 30 days for the purpose of advertising special events.
STREET FACADE AREA
The exterior wall area of a structure that faces a public
street and includes only the portion of the structure that represents
an occupied business from the entire width and complete story height.
TEMPORARY SIGN
A sign fabricated of paper, plywood, fabric, window whitewash
or paint, or other light impermanent material that is intended for
a temporary period of posting on public or private property not to
exceed 30 days.
TRANSOM
The actual window above a door or the crosspiece separating
a door or the like from a window above.
VISION TRIANGLE
The unoccupied triangular space at the street corner of a
corner lot established by a straight line connecting two points which
are on the center lines of and 50 feet from the intersection point
of the two center lines of intersecting streets. Further requirements
are set forth under § 535-32B(3).
WINDOW SIGN
Any sign painted upon or attached to or displayed in a window
in such a manner as to permit viewing from the exterior of the building
or structure of which said sign is a part.
It shall be unlawful for any person, firm or corporation to place, erect, alter or relocate within the Village of Shorewood any sign as defined in this chapter without first obtaining a permit and paying the fee required hereunder, unless excepted from the provisions of this chapter. All illuminated signs shall, in addition, be subject to the provisions of Chapter
275, Electrical Standards, of this Code and the permit fees required thereunder.
Application for a permit hereunder shall be
made on the forms provided by the Planning and Zoning Administrator
or his designee and shall contain or have attached thereto the following:
A. Name, address and telephone number of the applicant.
B. Location of building, structure or lot to which or
upon which the sign is to be attached or erected.
C. Position of the sign in relation to nearby buildings
or structures.
D. Two copies of plans, renderings, or other pictorial
of nonresidential signs and specifications shall be submitted with
the application for each sign regulated by this chapter, including
photos of neighboring properties. Such plans shall show complete details,
size of the sign, the method of attachment or support, locations and
materials to be used.
E. Name of person, firm, corporation or association erecting
the sign.
F. Written consent of the owner of the building, structure
or land to which or on which the sign is to be erected.
G. Any electrical permit required and issued for said
sign.
H. Insurance policy or bond as may be required hereunder.
J. Such other information as the Planning and Zoning
Administrator or his designee and Design Review Board shall require
to show full compliance with this chapter and all other laws and ordinances
of the Village and the State of Wisconsin.
The Design Review Board shall review the application for a sign permit, including the plans and specifications and other data, and the premises upon which it is proposed. If the Design Review Board determines that the proposed sign is in compliance with all the requirements of this chapter and all the laws of the State of Wisconsin and the ordinances of the Village of Shorewood, including the Villages design guidelines under § 445-21G of the Village Code, and in accordance with the authority granted under §
445-7H of this chapter, then the Design Review Board shall grant approval and direct that the sign permit be issued by the Planning and Zoning Administrator or his designee, subject to the provisions of §
445-7 of this chapter hereinafter set forth. If the work authorized under a permit has not been completed within four months after the date of issuance, said permit shall become null and void.
The applicant shall pay a permit fee as enumerated
in the Village Fee Schedule at the time of application for each permanent
sign which shall be received before a sign permit is issued. In case
a permit is not obtained before a sign is erected, affixed or displayed,
a double fee shall be charged.
Flat-mounted, surface-mounted, and pin-mounted
signs shall be mounted within the building's sign band and may not
project more than three inches from the building face. Said building
signs shall not exceed 75% of the area of the sign band or 18 inches
in height, whichever is less. Signs may not be painted directly on
a wall or structure. A sign mounted outside the sign band area shall
be less than or equal to one square foot per 20 square feet of the
street facade area on which it is mounted, up to a maximum of 60 square
feet in area.
[Amended 2-25-2008 by Ord. No. 1935; 11-3-2014 by Ord. No. 2045]
A. Only one detached sign may be erected on the premises of a business establishment or in or upon parking lots which serve one or more business establishments. A detached sign shall be limited to 32 square feet in area and eight feet maximum height measured from the base of the sign (not including the foundation) and be in accordance with vision setback area requirements set forth in the definition of "vision triangle" in §
445-2 of this chapter. Detached monument signs shall only feature business names. For the purpose of determining allowable area of a detached sign, only the square footage of one side of a two-sided sign shall be used, provided that both sides of said sign are identical.
B. All monument signs shall be self-supporting structures with a solid
base and typically constructed of masonry materials.
C. Monument signs are encouraged to feature landscaped element(s) within
the sign design.
D. Gasoline fuel price signs. Gasoline service stations, convenience
stores, and similar retail businesses selling gasoline or similar
fuels for use in motor vehicles shall be allowed LED electronic signage
for the gasoline prices only.
[Amended 2-25-2008 by Ord. No. 1935]
Portable sandwich board signs owned by the Village
of Shorewood and sold or leased to persons or businesses in accordance
with the Shorewood Business Improvement District Sandwich Board Program
may be erected without authorization in the Central Business District
(B-1, B-2 and B-3) subject to applicable regulations provided through
the Business Improvement District Sandwich Board Program, upon program
approval by the Village Board.
[Amended 11-3-2014 by Ord. No. 2045]
Small overhanging and blade signs shall be limited to one sign per business, unless the business is located on a corner subject to §
445-7D of this chapter. Overhanging and blade signs shall be mounted on fixed hardware with no chains or excessive bracketing. They shall not exceed six square feet in size and not extend more than three feet from the face of the building and shall have a maximum height of three feet and minimum placement above the sidewalk of eight feet.
Decorative "icon" signs, such as coffee cups, barber poles, toothbrushes, and ice cream cones, will be considered by the Design Review Board for approval as a special exception under §
445-23 of this chapter.
All signs and other advertising structures shall be designed and constructed to withstand a wind pressure of not less than 40 pounds per square foot of area and shall be constructed to receive dead loads as required in Chapter
225, Building Construction, of the Village Code or other ordinances of the Village of Shorewood.
[Amended 2-25-2008 by Ord. No. 1935]
Temporary signs shall be approved through the
Planning and Zoning Administrator and subsequent notification to the
Business Improvement District office, if applicable, allowing such
temporary signs for business grand openings and events held within
Shorewood. A temporary sign approval shall be issued only for the
active use period of the sign, not to exceed 30 days. Temporary signs
shall not be illuminated.
Menu boxes may be wall-mounted on the outside
of the building at or near the main entrance of a restaurant. Menu
boxes shall be approximately 18 inches wide by 27 inches tall by three
inches deep and covered with vandal-resistant glass/Lexan**** plastic.
They shall be mounted approximately five feet above the sidewalk to
the bottom of the box.
The provisions and regulations of this chapter relating to permits and permit fees shall not apply to the signs and sign work specifically listed below. Although permits and fees are not required for the exempt signs, these exemptions shall not be construed as relieving the owner of a sign from complying with the applicable provisions of this chapter relating to size, number, erection, illumination and maintenance, and exempt signs shall comply with the following: no sign may be erected in a location where it would impede driver vision or present an obstruction or hazard to vehicular or pedestrian traffic, and if such exempt sign no longer serves the purpose for which it was erected, removal of the sign shall be subject to the provisions of §
445-18B of this chapter.
A. Painting. Painting, repainting or cleaning of an existing
sign unless a structural change is made or unless the text of the
sign is changed.
B. Professional. Nameplate signs not more than two square feet in area which are fastened directly to the building, not to protrude greater than three inches from the building or structure as provided under §
445-8.
C. Real estate. Signs not to extend outside of the property
line, detached or freestanding wherever possible, which advertise
the sale, rental or lease of the premises upon which said signs are
located, to be removed when the purpose for placement has been accomplished,
and further limited, without special exception permit, as follows:
(1) In residential districts, no more than eight square
feet in area.
(2) In all other districts, no more than 20 square feet
in area.
D. Signs within buildings. Any sign placed in such a
manner as to be viewed or intended for view from the inside of a building
may be erected without a permit.
E. Identification. Limited to name of owner, name of
business, business address and hours of operation; shall not exceed
two square feet and shall be placed on or adjacent to a customer entrance.
F. Directional and informational. Erected for safety
and informational purposes, not for advertising purposes, including
but not limited to "No Trespassing," "No Solicitation," "Private Property"
or similar signs, not to exceed two square feet.
G. Contractor signs. Not more than 32 square feet in
area naming the contractors engaged in construction on the property
where the sign is located.
H. Memorial signs. Memorial signs or tablets, names of
buildings and date of erection when cut into any masonry surface or
inlaid so as to be part of the building or when constructed of bronze
or other noncombustible material.
I. Governmental. Governmental, legal notices, traffic,
danger, emergency and trespassing signs.
J. Political signs. Subject also to the provisions of
§ 12.04, Wis. Stats., a political sign if the following
conditions are satisfied:
(1) The sign does not exceed 32 square feet in surface
area.
(2) The sign is erected entirely on private property with
the property owner's consent.