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u IIII o III III IIII IIII in IIII IIII IIII IIII s 0 v e r a irc iiri g S iii g iri Dail u iiii d e VIII iiii irl e s This section provides general design guidelines for signs throughout the downtown. Balancing the functional requirements for signs with the objectives for the overall character of the downtown is a key sign design consideration. In downtown, a sign is seen as serving two functions: first, to attract attention; and second, to convey information, essentially identifying the business or services offered. Orderly sign location and design should be applied to make fewer and smaller signs more effective. If a sign is mounted on a building with a well- designed facade, the building front alone can serve much of the attention - getting function.The sign can then focus on conveying information in a well- conceived manner. Similarly, for a free - standing sign, landscaping and other site amenities can help to give identity to the businesses located on the site. In this respect, each sign should be considered with the overall composition of the building and the site in mind. Signs should be in scale with their structure and integrated with surrounding buildings. 13. Consider a sign in the context of the overall building and site design. 14. Design a sign to be in scale with its setting. 15. Design a sign to highlight architectural features of the building. 16. Design a sign to convey visual interest to pedestrians. 17. Avoid damaging or obscuring architectural details or features when installing signs on historic structures. G u I VIII liiii iri eI s S II c liiii ° liiii c ° Illlh° eI S liii g iri S ° t a iiri d a ir d s This section provides specific sign guidelines on topics directly related to the sign standards. Historic Signs Historic signs contribute to the character of downtown. They also have individual value, apart from the buildings to which they are attached. Historic signs of all types should be retained and restored whenever possible. This is especially important when they are a significant part of a building's history or design. 18. Consider history, context and design when determining whether to retain a historic sign.