A. Signs shall serve primarily to identify the business, the establishment or the type of activity conducted on the same premises, or the product, service or interest being exhibited or offered for sale, rent or lease thereon;

B. As identification devices, signs shall not excessively compete for the citizens' attention;

C. Signs shall be harmonious with the materials, color, texture, size, shape, height, location and design of the building, property or neighborhood of which it is a part;

D. Sign designs shall be consistent with general graphic standards. “Graphics” means all lettering, logos, pictures, symbols, pattern and description, including color;

E. Sign illumination, where allowed by provisions of this chapter, shall be at the lowest level consistent with adequate identification and readability. (Ord. 89-3 (part), 1989)