We have all come to understand advertising as we see it every
day in all aspects of our life. Every form of media has advertising. Logos appear on cars and manufactured
goods. Signage is prevalent identifying
shops and businesses and selling their wares.
Perhaps the biggest change in advertising is the change in signage with
the use of Dynamic Signs.
Dynamic Signs are defined as any sign that can change
content by any method other than physically removing and replacing the content
of the sign, and portions thereof. As
examples the electronic fuel price on gas station signs are dynamic signs. A message sign at the school or a church that
can be electronically changed is a dynamic sign. An LED video screen, similar to a flat screen
TV, is a dynamic sign. These have all
come of age as being more common and affordable.
The Planning Commission was faced with the possibility of a
request for a dynamic sign that didn’t meet the existing standards for
signage. In review of the existing
language it was noted that a good deal of the provisions were impossible or difficult
to enforce given the technology of today.
They also noted that both the industry and people’s reactions to these
types of signs have changed. With common
use, the perceived problems experienced in the past were not concerns of
today. They felt a change was
needed.
They recommended changes to the code included allowing for a
sign to be entirely dynamic. Previously
only 33% of the sign could be changeable.
Movement of the message will now be allowed. The brightness standard was addressed in terms
of a reasonable person standard. If a
reasonable person thinks it is too bright we can require the owner to reduce
the brightness. The prohibitions of
color use were removed. Signs that are
capable of posting messages can be used for Amber Alerts or public safety
concerns.
The remainder of the requirements concerning dynamic signs
remain. The changes were meant to keep
pace with technology and to remove those provisions which were difficult to
enforce. The changes also provide for
more flexibility with users in managing their signage.
The recommended changes were approved and are now part of
the zoning code.
