Chino Municipal Code Ch. 16.05 Sign Regulations

The purpose of these provisions is to regulate the design, character, size, location, type, materials, color and illumination of signs to:

A. Protect the public health, safety and welfare of the community;

B. Implement community design standards consistent with the goals and policies of the city's adopted general plan;

C. Promote an aesthetically pleasing appearance within the community through the prohibition of sign clutter;

D. Promote signs that identify uses and premises without confusion; and

E. Reduce possible traffic and safety hazards through good signage.

(Ord. 97-12 § 2 (part), 1997.)

No sign shall be erected or maintained in any zoning district established by the city's zoning ordinance (Title 20, CMC), except those signs specifically enumerated in this title. The number, area and height of signs as outlined in this chapter, are maximum standards. In addition to the enumerated standards, consideration shall be given to a sign's relationship to the overall appearance of the property upon which it is placed, and the surrounding community. Compatible design, simplicity and sign effectiveness are to be used in establishing guidelines for sign approval.

(Ord. 97-12 § 2 (part), 1997.)

A. Construction. The construction of signs shall be enforced and administered by the building official. All signs and advertising structures shall be designed and constructed to withstand wind loads, dead loads, and lateral forces as required by the Uniform Sign Code and the provisions of this chapter.

B. Identification. Every sign or other advertising structure hereafter erected in the city, shall have an identifying number, name of erector, installation year and, if illuminated, the voltage plainly placed on the exterior surface of the sign body, in a location where such information is readily visible after erection and installation.

C. Illumination.

1. Internally illuminated signs. The illumination level of a sign shall be reduced if it is determined to be excessive as a result of city evaluation. Illumination shall be considered excessive if it is substantially greater than the illumination level of other nearby signs, if it interferes with the visibility of other signs or with the perception of objects or buildings in the vicinity of the sign, if it directs glare toward streets or motorists, if it adversely impacts nearby residents or neighborhoods, or if the illumination reduces the nighttime readability of the sign.

2. Externally illuminated signs. The light source for externally illuminated signs shall be arranged and shielded to substantially confine all direct light rays to the sign face and away from streets and adjacent properties.

D. Maintenance. All signs, together with their supports and appurtenances shall be kept neatly painted and posted. The director of community development may order the removal of any sign that is not maintained in accordance with the provisions of this title, pursuant to the provisions of Subsection 16.04.040.D of this title.

(Ord. 97-12 § 2 (part), 1997.)

The following design guidelines are intended as a reference to assist the designer in understanding the city's goals and objectives for high quality sign design, construction and placement throughout the city. The guidelines complement the mandatory sign regulations contained in Table 16.05.1 (Sign Regulation Matrix) of this chapter by providing good examples of potential design solutions and by providing design interpretations of the various mandatory regulations.

The design guidelines are general and may be interpreted with some flexibility in their application to specific projects. The guidelines will be utilized during the city's review of a sign program or sign plan to encourage the highest level of design quality, while at the same time providing the flexibility necessary to encourage creativity on the part of the designer. However, unless there is a compelling reason, these design guidelines shall be observed.

A. General guidelines.

1. Use a brief message. The fewer words used, the more effective the sign. A sign with a brief message is quicker and easier to read, looks cleaner and is more attractive. A sign should only include the name and/or nature of the business, and in addition to the name, may contain a maximum of three words describing the business or service provided.

2. Avoid overly intricate fonts. Signs utilizing very intricate font styles are generally difficult to read and reduce a sign's ability to communicate effectively.

3. Avoid faddish and peculiar fonts. Signs utilizing faddish or peculiar fonts may look good today, but soon go out of style. The image conveyed may quickly become that of a dated and unfashionable business.

4. Sign colors and materials. The colors and materials of a sign should be selected so that they contribute to sign legibility and design integrity. Even the most carefully thought out sign may be unattractive and a poor communicator because of poor color selection. Day-glo, fluorescent and overly bright or loud colors should not be used.

5. Provide contrast between background and letters/symbols. Use significant contrast between the sign's letter/symbol color and its background color. If there is little contrast in the hue (shade or tint) and intensity (brightness) between the background and letter/symbol colors, it will be difficult to read.

6. Avoid too many different colors. The use of too many different colors will overwhelm the basic function of communication. The colors compete with sign content for the viewer's attention. The limited use of accent colors can increase legibility, while large areas of competing colors tend to confuse and annoy.

7. Sign placement. Signs should be placed at or near the entrance of a site or building to show the most direct access to the business.

8. Proportion, scale and rhythm of sign placement. Signs should be placed consistent with the proportions and scale of building elements within a building's facade:

a. A particular sign may fit well on a large, plain wall area, but would overpower the finer scale and proportion of the lower storefront.

b. Signs can be used to establish facade rhythm, scale and proportion where such elements are weak in the building design. On buildings having a monolithic or plain facade, signs can be used to establish or continue appropriate design rhythm, proportion and scale.

c. The proportion of letter area to sign background area should be carefully considered. If the letters take up too much of the background area, they may be harder to read—large letters are not necessarily more legible than smaller ones. Generally, letters should not appear to occupy more than seventy percent of the sign's background area.

9. Pedestrian signs. Signs oriented to pedestrians should be smaller in scale. The pedestrian-oriented sign is usually read from a distance of fifteen to twenty feet, whereas the vehicle-oriented sign is designed to be viewed from a much greater distance. The closer the sign's viewing distance, the smaller the sign needs to be.

10. Freestanding signs. Freestanding signs should incorporate the materials and architectural features used in the building(s) they serve.

B. Wall or fascia signs.

1. Wall and fascia signs should be compatible with the predominant visual elements of the building. Commercial centers and offices, industrial parks, business parks and other similar facilities, are required to be part of a sign program in accordance with the provisions of Section 16.03.040 (Sign program) of this sign code.

2. Where there is more than one sign for a business (e.g., single tenant buildings) or group of businesses (e.g., multiple tenant buildings, commercial centers, or business or industrial parks), all signs should be complementary to one another in the following ways:

a. Type of construction materials (cabinet, sign copy, supports, etc.);

b. Letter size and style of copy;

c. Method and design of sign support (wall mounting or monument base);

d. Configuration of sign area; and

e. Proportion of sign copy area to background.

3. Lighted signs, whether internally or externally illuminated, are permitted, provided that they are not harsh or overly bright. The use of can-type box signs with translucent backlit panels is strongly discouraged. Panels should be opaque if a can-type sign is used, with only the lettering appearing to be lighted.

4. Signs with backlit or internally illuminated individual channel letters are strongly encouraged.

C. Freestanding signs.

1. Freestanding signs are intended to provide identification for single tenant buildings, multiple tenant buildings, commercial offices and centers, and business and industrial parks. Signs for single tenant buildings should include the street address of the business. Signs for multiple tenant buildings, commercial offices and centers, and business and industrial parks should display the range of business addresses for that development. The business address shall not be included in the sign area calculation.

2. Lighted signs, whether internally or externally illuminated, are permitted, provided that they are not harsh or overly bright. Signs should consist of individual affixed to an opaque, matte finished, background. The use of backlit (halo lighting) letters is strongly encouraged.

3. Freestanding signs should be placed perpendicular to approaching vehicular traffic.

4. Freestanding signs should be placed in raised planters of sufficient area, shape and design that will provide a compatible setting and ground definition to the signs. Generally, the following ratio of fully landscaped and irrigated planter area to sign area should be provided:

a. Monument signs—Two SF of planter area for each SF of sign area (total of all sides);

b. Directory signs—Two SF of planter area for each SF of sign area (one side only); and

c. Pylon signs—As determined appropriate by the director of community development.

(Ord. 97-12 § 2 (part), 1997.)

(Ord. No. 2011-08, § 16, 2011.)

A. General regulations.

1. No sign may be placed on private property, including vacant property, without written authorization from the owner or the occupant and approval of plans by the city, pursuant to the provisions of Section 16.03.050, Sign plan required, of this title.

2. No sign may be placed on public property or within the public right-of-way without written city approval, except as provided by this chapter. Signs placed on public property or in the public right-of-way without specific approval, shall be deemed illegal and shall be abated pursuant to the provisions of Section 16.04.040, Illegal signs, of this title.

3. Signs or sign structures shall not project into any public right-of-way and shall be set back a minimum of five feet behind the face-of-curb of any private street or driveway.

4. All signs not expressly permitted by this sign code are prohibited, including but not limited to those identified in Subsection 16.05.050.F (Prohibited signs).

a. Signs that move, rotate, simulate motion, or designed or operated as to flash, scintillate or in any way simulate motion, excepting time and temperature signs, barber poles and electronic message boards;

b. Signs on a roof or above the roof line of a building or structure;

c. Signs painted on the wall of a building or structure within any residential or commercial zoning district;

d. Portable signs, except as otherwise expressly provided by this title;

e. Vehicle signs; and

f. Off-site signs, except directional signs within the public right-of-way and publicly owned electronic message boards as otherwise provided by this title.

B. Sign regulation matrix. Table 16.05.1 (Sign Regulation Matrix) identifies the types of signs permitted in the City of Chino and their respective design standards. The provisions of the Sign Regulation Matrix are maximums, which may be reduced by the appropriate approving authority (see Table 16.03.1—Threshold of Review of this title) where it has been determined by the approving authority that implementation of the maximum provision would:

1. Adversely affect the public health, safety or general welfare; or

2. Result in a sign design and placement inconsistent with Subsection 16.05.040.C.4.; or

3. Be contrary to the aesthetic sensibilities of the neighborhood in which the sign is proposed.

C. Awnings and outside umbrellas.

1. As a design feature of any building, structure or business establishment, all awnings and outside umbrellas shall be reviewed in the same manner as a sign, ensuring enhancement of the building or structure in which it is placed, erected or installed.

2. Awnings which contain advertising shall be counted toward the total allowable signing for the business which it serves.

3. Umbrellas may contain logos, but no advertising or text of any type whatsoever is permitted.

D. Neon/LED lighting.

1. Exterior neon/LED signs. Neon/LED lighting may be permitted on a building or as a monument sign or wall sign subject to the following:

a. Exterior neon/LED signs are only permitted in the General Commercial (CG) and Regional Commercial (CR) zoning districts.

b. Neon/LED signs may include the name, a limited accent feature, and/or registered trademark of the business.

c. Neon/LED lighting shall include a dimmer which can reduce the brightness of the neon.

d. As a design feature of any building, structure or business establishment, all neon lighting shall be reviewed in the same manner as a sign, ensuring enhancement of the building or structure in which it is placed or installed. Neon lighting shall be limited to confined areas, such as building entries, architectural features, or used to reinforce specific architectural elements such as tower elements.

e. Neon/LED lighting incorporated into a sign, building or structure shall be counted toward the total allowable signage for the establishment which it serves.

2. Interior neon/LED signs.

a. Neon/LED window signs are permitted and shall count as window signs, not to exceed twenty-five percent of the total window area. Any individual neon sign shall not exceed four square feet.

b. Providing a border around the interior of a window consisting of neon/LED lighting is prohibited.

E. Search light or laser light display.

1. A temporary outdoor search light or laser light display may be permitted by the director of community development in association with a business grand opening, or a special or temporary event.

2. Such display shall be limited to fourteen days per year. The days may be used consecutively, or in two periods of seven days duration.

3. Any person requesting such approval, shall file a written request with the director of community development indicating purpose, location, period of operation, time of operation, and any additional information deemed necessary by the director of community development to process the application.

F. Prohibited signs. Except as otherwise provided in this title, the following signs and circumstances are prohibited:

1. Rotating, revolving, or otherwise moving signs designed to attract attention by visual means through the movement or semblance of movement of the whole or any part of the sign, including rotation, special lighting or wind actuated devices, and signs that flash, blink or reflect light by means of a glossy, polished, or mirrored surface;

2. Searchlights (except as allowed by Subsection 16.05.050.E), open flames, pennants and loudspeakers used to call attention to a product, service or property;

3. Balloons and banners (except as allowed by Table 16.05.1);

4. Signs which emit or amplify any sounds or noise;

5. Signs illuminated by lighting which changes in color or intensity of color;

6. Signs which generate particulate matter, including but not limited to, bubbles, smoke, fog, confetti or ashes;

7. Swooper signs;

8. Signs placed on, affixed to, or erected on or over public property, rights-of-way, or waterways, except signs which are exempt pursuant to Section 16.03.050;

9. Signs which identify or advertise a product or service not available on the premises, except off-site real estate signs allowed pursuant to Section 16.05.060;

10. Signs erected on roofs;

11. Internally illuminated signs with a directly exposed source of light and neon signs, except as may be allowed pursuant to Subsection 16.05.050.D;

12. Providing a border around the interior of a window consisting of neon/LED lighting.

13. Externally illuminated signs where the source of light is directly visible to pedestrians or vehicular traffic;

14. Signs which emit or reflect light by means of direct fluorescence, phosphorescence, or "day-glow" colors;

15. Signs which obstruct the visual lines of sight at corners or intersections for drivers of motor vehicles;

16. Signs which may obstruct the free use of any exit, entrance, window, vent, emergency access, fire lane or standpipe;

17. Signs which may interfere with, obstruct, confuse or mislead traffic;

18. Any sign illumination which, in the opinion of the community development director, exhibits undue glare;

19. Signs affixed to trucks, automobiles, trailers or any other vehicle that advertise, identify or provide direction to a use or activity not related to its lawful making of deliveries or sales of merchandise or rendering of services from such vehicles. Parking of legitimate delivery, sales or service vehicles in an off-site location or on-site within a parking lot adjacent to a public street for the purpose of advertising;

20. Any sandwich board "A" frame sign or other portable sign, except those signs allowed pursuant to Section 16.05.060;

21. Changeable copy signs except those specifically allowed by Section 16.05.060 of this title;

22. Any sign identifying a home occupation;

23. Any sign consisting of several sheets of paper connected together by perforations, tape, staples or any other means; and

24. Any other signs not specifically allowed by provisions of this chapter; however, nothing in this chapter shall be construed to prohibit any sign, notice or advertisement required by law.

(Ord. 97-12 § 2 (part), 1997.)

(Ord. No. 2011-08, §§ 17—20, 2011.)

Signs with adopted specific plan areas shall conform to the provisions of the sign code most closely related to the type of development and may contain additional sign provisions that are appropriate for the type of development, as determined by the director of community development.

(Ord. 97-12 § 2 (part), 1997.)

(Ord. No. 2011-08, § 21, 2011.)

Table 16.05-1—Sign Regulation Matrix

Table 16.05-1—Sign Regulation Matrix

(Ord. 97-12 § 2 (part), 1997.)

(Ord. 2010-05, §§ 19, 20, 2010; Ord. 2011-08, §§ 22—33, 2011; Ord. 2011-14, §§ 2, 3, 2011; Ord. 2014-015, § 1, 2014; Ord. 2016-005, § 1, 2016; Ord. No. 2023-016, § 16, 2023.)