Chapter 18.56 - Sign Design Guidelines

Sections:

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

18.56.010 - Purpose of Chapter

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. Provide clear identification for businesses and other activities;

B. Are compatible with surrounding structures and streetscapes; and

C. Incorporate high-quality design and materials.

18.56.020 - Applicability

The provisions of this Section apply to all sign development 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 18.54and will be used during the land use permit 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.

18.56.030 - Sign Design Guidelines

The following general guidelines should be considered in the design of any signs for a development project.

A. Color.

1. 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. 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.

3. Colors or color combinations that interfere with legibility of the sign copy or that interfere with viewer identification of other signs should be avoided. Bright day-glo (fluorescent) colors or brilliant luminescent colors should be avoided as they are distracting and do not usually blend well with colors on structures or other background colors.

4. Sign colors should complement the colors used on the structures and the project as a whole.

5. Signs should be painted in subdued earthtone colors only. "Day-glo" fluorescent, reflective colored materials that give the appearance of changing color, and brilliant luminescent colors should not be allowed. Earthtone 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, are appropriate accent colors, are harmonious with the site, or are compatible with the neighborhood.

B. Materials.

1. 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. 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.

3. Except for individually mounted channel letters, internally illuminated plastic faced cabinet signs are strongly discouraged. However, plastic-faced cabinet signs may be appropriate if existing similarly situated signs on the same structure are also of the same or similar construction. In these cases, new cabinet signs should incorporate light colored or illuminated letters on a dark opaque background (field).

4. Neon tubes are a popular sign material and can contribute to the night time ambiance of an area. However, care must be taken when using neon, because of its brightness and attention attracting properties. Not more than one wall-mounted neon sign should be used on the same facade of a building. Not more than one neon sign should be used within the same window area.

5. Generally, signs in Truckee should be constructed of natural materials, or materials that imitate or appear like natural materials to reflect the character of the environment. Natural materials include redwood, cedar, or other kinds of wood that resist the elements well. Materials that may imitate or appear like natural materials include foamboard, pressboard, and fiberglass. The bases of signs should incorporate local stone whenever possible to provide continuity throughout the Town. The use of imitation stone is strongly discouraged.

6. Signs should be constructed of weather resistant materials.

C. Sign legibility.

1. 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.

2. 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 3-30, Use of Symbols/Logos)

3. 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 3-31, Letter Spacing)

4. Limit the number of lettering styles used on a sign in order to increase legibility. A general rule to follow is to limit the number of different letter types to no more than two for small signs and up to three for larger signs.

5. 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. Miscellaneous signs attached to primary signs, such as credit card or club plaques, are strongly discouraged.

D. Sign illumination.

1. If the sign can be illuminated by an indirect source of light, the sign will be more compatible and integrated with the building's architecture. 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.

2. The use of internally illuminated cabinet signs is strongly discouraged, and these signs are subject to greater limitations on allowable sign area than externally illuminated signs by Section 18.54.080.B (Sign Standards by Zoning District). When illuminated, these signs alone become bright, separating them from the structure's surface. The sign then becomes an element that is obviously attached to the facade of the structure rather than a part of it. This type of sign can thereby disrupt the continuity of the facade and is, therefore, strongly discouraged.

3. Whenever indirect lighting fixtures are used (fluorescent or incandescent), the light source 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.

4. Individually illuminated letters, either internally illuminated or back-lighted solid letters, are a preferred alternative to internally illuminated cabinet signs. 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.

(See Figure 3-32, Illumination Control) (See Figure 3-33, Sign Letter Illumination)

E. Sign placement.

1. 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.

2. 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. 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. 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 provide uniform sight lines for viewers. A recognized pattern of alignment in a shopping center makes all signs more readable at a glance.

(See Figure 3-34, Sign Placement)

F. Guidelines for specific sign types.

1. Awning signs.

a. When initially installed, awnings should be provided with removable valances and end panels to accommodate future changes in sign copy. Painting cloth awnings in order to change sign copy is strongly discouraged, as this will decrease the fire resistant/retardant properties of the treated canvas.

b. The text copy should be limited to the name of the business only. Letter color should be limited to one and should be compatible with the color scheme of the awning and building.

c. 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.

2. Window signs.

a. Window signs should be limited to individual letters placed on the surface of the window and intended to be viewed from outside.

b. The text of a window sign should be limited to the business name and a brief message identifying the type of product or service available.

3. 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 which is a minimum of 18 inches high.

b. Shrubs should be planted around the base of any ground-mounted sign if necessary to integrate the sign with the ground plane and screen out any low-level flood lights.

c. Ground-mounted signs for multi-tenant centers should not identify more than four tenants.

d. 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.

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

f. Monument signs should be placed perpendicular to the street unless they are located on a corner, then an angled placement is preferred.

g. Ground-mounted signs shall be placed so that vehicular sight distances are not blocked.