§ 66-3. Definitions.
Abandoned sign means a sign located on a property which becomes vacant and is unoccupied for a period of 60 days or more; any sign which pertains to a time, event, or purpose which no longer applies; or a sign which no longer directs attention to a business, activity or service offered or product sold on the premises.
Area of sign means that area enclosed by one continuous line, connecting the extreme limits or edges of writing, representation or similar figures or characters together with any material forming an integral part of the display or forming the backing surface or background on which the message or symbols are displayed on a sign. The area shall be determined using the largest sign area or silhouette visible at any one time from any point. This area does not include the main supporting sign structure, but other ornamental attachments are to be included in determining area of sign.
Awning sign means a fireproof space frame structure with translucent flexible reinforced vinyl or similar covering designed in awning form, but whose principal purpose and use is signage. Such signs may be internally illuminated by fluorescent or other light sources in fixtures approved under national and local electrical codes.
Banner sign means any sign intended to be hung either with or without frames, possessing characters, letters, illustrations or ornamentations applied to paper, plastic, fabric, or similar flexible material of any kind. National flags, flags of political subdivisions and symbolic flags of any institution or business shall not be regulated as banner signs for the purpose of this article.
Building front foot means the maximum building width measured at grade on a straight line parallel to the street on which the building is addressed.
Business front foot means the lineal distance of the building space occupied by the particular business measured on a straight line parallel to the street. Where a business does not parallel a street, the front foot shall be measured along the exterior of the building space occupied by the particular business.
Changeable copy sign means a sign that is designed so that characters, letters, or illustrations can be changed or rearranged without altering the face or the surface of the sign.
Commission means the plan commission of the Village of West Milwaukee.
Contractor sign means any sign giving the name or names of principal contractors, subcontractors, architects, and lending institutions responsible for construction on the site where the sign is placed, together with other pertinent information included thereon. (See section 66-11(e)).
Development sign means any sign used to identify future residential or nonresidential development or such a development under construction. (See section 66-11(b)).
Digital message board (DMB)/digital signage means a type of changeable copy sign whose message or display is presented with patterns of lights utilizing LED and LCD technology that may be changed at intermittent intervals by an electronic process. A sign capable of displaying words, symbols, figures or images that can be electronically changed by remote or automatic means.
Fascia means a parapet-type wall used as part of the fascia of a flat roofed building and projecting not more than six feet from the building face immediately adjacent thereto. Such a wall shall enclose at least three sides of the projecting flat roof and return to a parapet wall or the building.
Flag means banner sign as defined above.
Free-standing sign means any sign which is supported by structures or supports in or upon the ground and independent from any building.
Grand opening sign means a sign which calls attention to a new business or the announcement of a change in ownership of a business.
Height of sign means the overall height of a sign and/or the supporting structure of a sign, where applicable, measured from the nearest adjacent road grade at the edge of the pavement to the highest point of the sign and/or supporting structure of the sign.
Holders of permit means collectively the owner(s) of the premises on which a sign is located and the lessee(s) of the premises to which such sign pertains, all of whom must sign the application for a sign permit. (See section 66-5).
Illegal sign means any sign except the following:
(1)
A sign allowed by this chapter and not requiring a permit.
(2)
A sign allowed by this chapter carrying a valid permit.
(3)
A sign not allowed by this chapter but which has been legalized by waiver and proper permit granted.
A sign not allowed by this chapter, and not legalized by waiver, is not rendered legal by the issuance of a permit, whether by mistake or otherwise.
Legal nonconforming sign means a sign that met code regulations when it was originally erected, either by adherence to a previous sign ordinance or by a waiver granted to that ordinance, and which met code regulations or was legal nonconforming immediately prior to the adoption of this chapter, but which does not comply with all the present regulations of this chapter.
Maintenance means the replacing or repairing of a part or portion of a sign made unusable by ordinary wear, tear or damage beyond the control of the owner, or the reprinting of existing copy without changing the wording, composition or color of said copy.
Master identification sign means a free standing sign which identifies a multiple tenant commercial building or center. (See section 66-9(a)).
Master sign program means the establishment of an identification program for any multi-tenant operation within the village, including but not limited to office parks, industrial parks and multitenant office and retail buildings. The intent of a master sign program is to give a uniform theme of size, color and style to signs in such a development. Each sign covered by a master sign program must be permitted separately. (See section 66-10).
Meaningful open space means the area around the base of a sign, determined to be necessary for aesthetics and safety by the commission. Meaningful open space shall be no less than 250 square feet and shall be landscaped with plantings and grass or ground cover as per site development standards.
Multiple tenant commercial building (MTCB) means a commercial development in which there exists a number of separate commercial activities, in which there are appurtenant facilities (such as parking or pedestrian mall), and which is designed to provide a single area in which the public can obtain varied products and services. Distinguishing characteristics of a MTCB may, but need not, include common ownership of the real property upon which the center is located, common wall construction, a multiple-occupant commercial use of a single structure. For the purpose of this chapter MTCB shall also include separate parcels sharing common walls and facilities but not necessarily common owners. MTCB can be office, retail or mixed use in character.
Off-premise sign means a sign which is not appurtenant to the use of the property or to a product sold or a service offered upon the property where the sign is located, and which does not identify the property where the sign is located as a purveyor or source of the merchandise or services advertised upon the sign.
Parapet wall means a wall extending above the plate line of the building.
Pennant means a tapered or dove-tailed banner, sign, streamer or flag, with or without any representation or writing thereon.
Permanent sign means any sign which is intended to be and is so constructed as to be lasting and enduring, remaining unchanged in character, condition (beyond normal wear) and position, and in some permanent manner affixed to the ground, wall or building.
Planned development means a collection of like-use buildings, residential, office or industrial in nature, designed and constructed contemporaneously and in close proximity to each other as part of a single integrated project, including but not limited to residential subdivisions and office or industrial parks.
Plate line means the point at which any part of the main roof structure first touches or bears upon an external wall.
Political sign means a temporary sign supporting a candidacy for office or urging action on any other matter on the ballot of a primary, general or special election, or urging that a candidacy for office or any other matter be placed on a ballot of a primary, general or special election.
Portable sign means any sign not permanently attached to the ground or a building or designed to be permanently attached to the ground or a building, including but not limited to trailorized signs and vehicles.
Projecting sign means any sign other than a wall sign affixed to any structure, building or wall whose leading edge extends beyond such structure, building or wall.
Residential corridor means a geographic area which predominantly features homes, and includes but is not limited to areas which transition from commercial to residential. (See section 66-9(e)(3)(j)).
Roof line means the highest point of the main roof structure or highest point on a parapet but shall not include cupolas, pylons, projections or minor raised portions of the roof.
Roof sign means a sign that extends above the roof line.
Sale, lease and rent sign means a temporary sign which indicates that some premises or vacant land are for sale, lease or rent.
Sandwich board means a two-sided portable sign constructed of wood, cardboard or similar rigid material generally displayed outside of a commercial establishment to identify a product or service.
Seasonal sign means a sign for seasonal commercial establishments, including but not limited to garden centers, Christmas tree lots and fruit and vegetable stands.
Shingle sign means a sign used to identify a business whose front is under a roof overhang, covered walkway, covered porch, or open lattice walkway.
Sign means any device for visual communications and the structure which supports it, which is used or is intended to attract the attention of the public, when the display of this device is visible beyond the boundaries of the property upon which the display is made. The term "sign" shall not include any flag, badge or insignia of the United States, State of Wisconsin, Milwaukee County, Village of West Milwaukee or foreign countries or official historic plaques.
Streamer means pennant as defined above.
Teardrop banner means a vertical banner that is teardrop or rectangular in shape and which its main support is placed in the ground and meant for temporary use.
Temporary sign means any sign constructed of cloth, canvas, wood, light fabric, cardboard, wallboard, plastic or other like materials, with or without frames, and any type of sign not permanently attached to the ground, wall or building which is permitted for display for a limited period of time only. (See section 66-11).
Tenant directory board means any sign on which the names of occupants or the uses of a building is given, including but not limited to those utilized at office buildings, retail centers and other MTCBs.
Traffic directional sign means a sign designed and located solely for the purpose of relieving traffic congestion and directing and promoting the safe flow of traffic.
Wall sign means any sign painted on, or attached to and erected parallel to the face of, or erected and confined within the limits of, the exterior wall of any building or structure and supported by such wall, building or structure and which displays only one advertising surface. This definition includes signs composed of individual letters or symbols.
Window sign means any sign placed inside or upon a window facing the outside of a building and which is usually intended to be seen from the exterior of the building. Signs displayed on glass panels which are integral to doors visible from the exterior of the building will be considered to be window signs for purposes of this chapter.
(Ord. No. 04-O-09, § 1, 4-6-2009; Ord. No. 01-O-19, 5-6-2019)