Chapter 18.56 — SIGN DESIGN GUIDELINES

Sections:

18.56.010 - Purpose of Chapter 18.56.020 - Applicability 18.56.030 - Sign Design Guidelines

This Chapter provides sign design guidelines that are intended as a guide to property owners and project designers in understanding the Town's goals for maintaining high quality development that is sensitive to the Town's unique character. The guidelines encourage signs that:

• A. Are compatible with surrounding structures and streetscapes; and

• B. Incorporate high-quality design and materials.

The provisions of this Section apply to all projects within the Town that require the approval of a Sign Plan in compliance with Section 18.54.030 (Sign Plan Review Requirements).

• A. The guidelines complement the mandatory sign standards in Chapter 18.54 and will be used during the Sign Plan review process as additional criteria for project review.

• B. The following guidelines may be interpreted with some flexibility in their application to specific sign projects as not all design criteria may be workable or appropriate for each project. In some circumstances, a guideline may be relaxed in order to accomplish another, more important guideline. The overall objectives are to ensure that the intent and spirit of the design guidelines are followed and to attain the best possible design within reason.

The following general guidelines should be considered in the design of any permanent signs.

A. Color.

1. Limit the number of colors. Color is one of the most important aspects of visual communication. It can be used to catch the eye or to communicate ideas or feelings. Too many colors used simultaneously can confuse and negate the message of a sign. The number of colors should be limited to two or three on any one sign. Small accents of several colors can make a sign unique and attractive, but the competition of large areas of many different colors decreases readability.

2. Use contrasting colors for legibility. Contrast is an important influence on the legibility of signs. Light letters on a dark background or dark letters on a light background are most legible.

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3. Use colors that complement the building. Sign colors should complement the colors used on the structures and the project as a whole.

4. Use earth tone backgrounds. Sign backgrounds should be subdued earth tone colors. “Day-glo” fluorescent, reflective colored materials that give the appearance of changing color, and brilliant luminescent colors should not be allowed. Earth tone colors are considered to be various shades of brown, rust, tan, ocher, ivory, umber, gold, sand or dark green. Other colors may be accepted if the applicant can demonstrate they are appropriate to the style of the building, are harmonious with the site, or are compatible with the neighborhood.

B. Materials.

1. Use materials that complement the building. Sign materials should be compatible with the design theme and use of materials on the building where the sign is to be placed. The use of a chrome and glass contemporary sign on a rustic or historic building would be as inappropriate as a rustic carved wood sign on a modern building design of steel and glass.

2. Engineered products and materials are discouraged. Generally, signs in Truckee should be constructed of natural materials, including redwood, cedar or similar kinds of wood and raw/rustic metal. Engineered products and materials intended to imitate or appear like natural materials may be approved, including plywood, Medium Density Fiberboard (MDF), Medium Density Overlay (MDO), foamboard, fiberglass, etc. These materials may be allowed if the overall sign design achieves the intent and spirit of this Chapter. For example, an MDO sign may be found appropriate if three-dimensional, individually mounted letters provide visual relief from the flat surface. Flat sign faces are discouraged. Signs that include three-dimensional features, carved wood, individually mounted letters, laser-cut metal, custom-shaped sign edges, etc., enhance sign character and promote individual business expression. Flat sign faces that lack relief are discouraged.

3. Avoid glossy/reflective finishes. The selected materials should contribute to the legibility of the sign. For example, glossy finishes are often difficult to read because of glare and reflections.

4. Do not over-use neon. Neon tubes are a popular sign material and can contribute to the nighttime ambiance of an area. However, care must be taken when using neon because of its brightness and attention-attracting properties. Not more than one neon sign should be used for exterior signage, such as wall signs and hanging signs.

5. Use native stone for monument bases. The bases of ground-mounted signs should incorporate local stone whenever possible to provide continuity throughout the Town. The use of imitation stone is prohibited.

C. Sign legibility is encouraged. See Figures 3-31 and 3-32.

1. Limit sign text. Signs should use a brief message whenever possible. The fewer the words, the more effective the sign. A sign with a brief, succinct message is easier to read and looks more attractive.

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2. Use images instead of words. Symbols and logos in the place of words may be used whenever appropriate. Pictographic images will usually register more quickly in the viewer's mind than a written message. (See Figure 3-31.)

3. Avoid crowding letters/words. Avoid spacing letters and words too close together. Crowding of letters, words or lines will make any sign more difficult to read. As a general rule, letters (sign copy) should not occupy more than 75 percent of sign panel area. (See Figure 3-32.)

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FIGURE 3-32 FIGURE 3-33 USE OF SYMBOLS/LOGOS LETTER SPACING

4. Limit the number of fonts. Limit the number of lettering styles (fonts) used on a sign in order to increase legibility. A general rule to follow is to limit the number of different fonts to no more than two per sign.

5. Use easy-to read fonts. Avoid hard-to-read, overly intricate typefaces and symbols. Typefaces and symbols that are difficult to read reduce the sign’s ability to communicate.

6. Avoid secondary, attached signs. Miscellaneous signs attached to primary signs, such as credit card or club plaques, detract from the primary sign message, are visually distracting, and are strongly discouraged.

D. Sign illumination.

1. Use non-internal/external lighting. Light fixtures supported in front of the structure cast light on the sign and generally a portion of the face of the structure as well; indirect lighting emphasizes the continuity of the structure’s surface, and signs become an integral part of the facade.

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2. Shield light sources/bulbs. Whenever indirect lighting fixtures are used the light source (bulb) shall be shaded, shielded, subdued or directed so that the intensity of the light does not impact surrounding properties. Signs should be lighted only to the minimum level required for nighttime readability.

3. Mount letters individually. Individually illuminated back-lighted solid letters are allowed. Signs comprised of individual letters mounted directly on a structure can often use a distinctive element of the structure's facade as a backdrop, thereby providing a better integration of the sign with the structure.

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FIGURE 3-34
ILLUMINATION
CONTROL
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FIGURE 3-35 SIGN LETTER ILLUMINATION

E. Sign placement.

1. Scale sign size to the building. A sign should enhance a structure’s architecture and not dominate the elevation on which it is placed. Signs should be consistent with the proportions and scale of the elements within the structure's facade. A particular sign may fit well on a larger, plain wall area, but might overpower the finer scale and proportion of a small shop. Likewise, a sign that is appropriate near an entry may look tiny and out of place above the ground level.

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FIGURE 3-36 SIGN PLACEMENT

2. Signs should complement the architectural features. Study the facade of the structure to determine if there are any architectural features or details that suggest a location, size or shape for the sign(s). These could be bands or frames of brickwork, cornice lines, indentations or projections in the face material, gaps between columns, or other permanent features. If these details exist, use them to locate the sign(s).

3. Don’t cover architectural features. Do not locate signs so that they cover architectural features (e.g., transom windows, decorative columns, cornice bands, etc.) that may be important to the structure’s overall design.

4. Consider pattern of adjacent business sign locations. Look at the facade of the structure in relation to where adjacent businesses have placed their signs. There may be an established pattern of sign locations. Consistent placement of signs establishes visual continuity among the storefronts, and at the same time provides uniform sight lines for viewers. A recognized pattern of alignment in a shopping center makes all signs more readable at a glance.

F. Guidelines for specific sign types .

1. Awning signs.

• a. The shape, design and color of fabric awnings should be carefully designed to coordinate with, and not dominate, the architectural style of the building. Where other fabric awnings are used on the building, the design and color of the sign awnings and other awnings should be coordinated.

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2. Ground-mounted signs.

• a. Monument-type signs are preferred over pole or pylon signs. Solid architectural bases of native rock or field stone or other natural materials (e.g. redwood) are strongly encouraged. Each sign should incorporate a stone base that is a minimum of 18 inches high.

• b. Ground-mounted signs for multi-tenant centers should not identify more than five tenants, and should incorporate a plan to accommodate future tenant changes.

• c. The size of the structure supporting a ground-mounted sign should be in proportion to the size of the area allowed for sign copy. Sign structures should not be any larger than necessary to accommodate the allowed sign area and provide an appropriately proportioned backdrop for the sign text.

• d. A portion of the sign area of a monument sign may be dedicated to identification of the street address. Multi-tenant developments may display the range of addresses for that development.

• e. Monument signs should be placed perpendicular to the street unless they are located on a corner, in which case an angled placement is preferred.

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Standards for Specific Land Uses