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Sign Design Review (SDR) Process <br />•SDR required for sites without an approved master sign program <br />•Zoning Administrator review and approval based on: <br />•PMC Chapter 18.96 – Signs <br />•Dimensional and other standards <br />•Applicable General Plan policies: <br />•Community Character Element Policy 15, Program 15.3: <br />ƒAttractive sign design and higher quality sign materials <br />ƒAttractive colors, minimizing bright franchise colors <br />o Community Character Element Policy 16, which "discourages franchise and prototype architecture and <br />signage" <br />•Applicable Design Guidelines (such as the Downtown Design Guidelines) <br />•With limited exceptions, City codes, policies and standards are subjective/non-prescriptive <br />as to materials, size, placement, permissible levels and types of lighting, colors, use of branding and logos <br />Sign Design Review (SDR) Continued <br />• Without strict standards, especially on amount of lighting, use of colors, logos, <br />and branding, ZA considers factors such as: <br />ƒLocation and visibility of the site <br />ƒExisting signage/sign conditions <br />ƒDesign/character of the buildings or structures on which the signage is <br />being placed <br />ƒNature of the use for which the signage is proposed <br />ƒCharacter and type and proximity of adjacent use <br />ƒCity must also consider the reasonable expectation that a business may wish or <br />be entitled to use its corporate colors, business identification or branding as part <br />of its signage program <br />Page 221 of 223