§ 15-2601. PURPOSE.

The purpose of this article is to regulate signs as an information system that expresses the character and environment of Fresno and implements the General Plan, consistent with State and federal law. These regulations recognize the importance of business activity to the economic vitality of the city as well as the need to protect the visual environment. Specifically, these regulations are intended to:

A.

Provide adequate opportunity for the exercise of the free speech rights, while balancing that opportunity with other community and public interests;

B.

Provide minimum standards to safeguard life, health, property, public welfare, and traffic safety by controlling the design, quality of materials, construction, illumination, size, location, and maintenance of signs and sign structures;

C.

Preserve and enhance the visual attractiveness of the city, for residents, businesses, and visitors;

D.

Protect and enhance property values and community appearance by encouraging signs that are compatible with the architectural style, character, and scale of the building to which they relate and with adjacent buildings and businesses;

E.

Restrict signs that may create visual clutter or a nuisance to nearby properties, violate privacy, or create hazards or unreasonable distractions for pedestrians and drivers;

F.

Ensure that commercial signs are accessory or auxiliary to a principal business or establishment on or near the same premises, rather than functioning as general advertising for hire; and

G.

Prohibit signs that may cause traffic or pedestrian safety hazards or interfere with ingress and egress.

(Added Ord. 2015-39, § 1, eff. 1-9-16).