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6. Sign control On and off premises signage has become an increasingly challenging topic as our society continues to expand forms of contactless communications and information sharing. Determining what role on and off premises signage should play should consider the visual environment and the authenticity of place. Scenic Texas is interested in setting guidelines pertaining to the size and location of signage. Limiting the content (while understanding First Amendment protection) of signage may be of interest to some municipalities, however this is not included in SCCP applications. On-premises signage should be “crafted in such a way as to allow for the free flow of speech while preserving community character.”29 Well written ordinances that consider context and fairness can create effective advertisements and signage that falls within the constitution, while ensuring the community character is not jeopardized. It is important to acknowledge that signage is important to the function and public safety of cities. Signs warn us of construction zones, pedestrian crossings, and driver instructions. These signs are all effective because they are standardized to be sure they are understood. Ordinances for on and off premises signage can be crafted to ensure that business signage is implemented in an effective and efficient way. The signage should benefit both the entity and the recipient, while not taking away from the visual environment more than required. Ordinances may be used to ensure detectability and legibility of on-premises signage. This may include specifications regarding the lateral and vertical offset, surrounding area, font, color, as well as size and shape.30 Signage clutter becomes unsightly and ineffective. Off premise signage includes billboards and other signage that belongs to an entity located elsewhere. This includes multi-tenant signage. Billboards were becoming obsolete in the digital age until the digital billboard, or the electronic messaging center, began to take over the outdoor advertising industry. Digital billboards are no longer a characteristic of New York City’s Time Square. They are becoming more prevalent along highways.31 It is important to consider the environmental and social impacts of digital billboards as they continue to appear. “Electronic billboards can be up to ten times brighter at night than traditionally lit billboards and can be harmful to the nighttime environment.”1
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Jourdan, D., Strauss, E., & Hunter, M. (2017). Sign code development process: best practices. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 3459. 30 Zineddin, A. Z., Garvey, P. M., & Pietrucha, M. T. (2005). Impact of sign orientation on on-premises commercial signs. Journal of transportation engineering, 131(1), 11-17. 31 https://www.darksky.org/our-work/lighting/lighting-for-industry/emc/
