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Page 2 of 5 and allow certain types of signage that would not be considered appropriate or supportable today (e.g., internally illuminated cabinet signs). However, master sign programs typically run in perpetuity with the project area they represent and very few, if any, include language requiring updates. The typical remedy for these issues is to encourage updates or application for a new master sign program when a project area proposes significant exterior design upgrades or new construction occurs. Similarly, the Zoning Administrator may also have to make exceptions for proposed signage that may not conform with an approved master sign program. Sign Design Review If a sign is proposed within a project area without an approved master sign program (typically a standalone-type commercial or office building), Sign Design Review is required. As part of the SDR process, the Zoning Administrator evaluates the proposed signage for conformance with the following policies and standards prior to making a determination: 1. Any applicable General Plan policies, specifically: 1. Community Character Element Policy 15, Program 15.3: Attractive sign design and higher-quality sign materials Attractive colors, minimizing bright franchise colors 2. Community Character Element Policy 16, which "discourages franchise and prototype architecture and signage". Any applicable design guidelines (such as the Downtown Design Guidelines) and, for signs on Main Street, standards in the Downtown Revitalization District Ordinance (PMC Chapter 18.74), and the criteria set forth in Chapter 18.20 for Design Review, generally, are also considered. 3. Any applicable provisions specified in PMC Section 18.96 (Signs). The City's Sign Ordinance includes basic parameters as to the amount, size, placement and lighting of signs (with such standards varying by zoning district), but lacks strict, objective design parameters in many respects, particularly with regard to aesthetics (e.g., colors, materials, permissible lighting levels, amount of branding vs. non-branding components, etc.). Staff provides formal and informal feedback to applicants through the review process, with comments taking into account the Design Review criteria, as identified in Chapter 18.20, which includes factors such as the location and visibility of the site, existing signage/sign conditions and design/character of the buildings or structures on which the signage is being placed, proposed lighting, nature of the use for which the signage is proposed, and character, type and proximity of adjacent uses. The City must also consider the reasonable expectation that a business may wish or be entitled to use its corporate colors, business identification or branding as part of its signage program. In most instances, the Zoning Administrator is successful in negotiating well-designed, high- quality, and proportionally sized signage based on the guidance of the documents listed Page 194 of 223Page 176 of 249