New buildings should be designed in ways that retain the traditional qualities of Milwaukee's architecture. This does not mean that new buildings should nostalgically imitate historical styles. In fact, to do so would be contrary to the creative design traditions that produced Milwaukee's rich architectural legacy. Timeless design principles should be followed that produce architecture that fits with its context and is human scaled. New buildings should be designed to be compatible with neighboring structures, spaces and activities.
Diversity is the city's unique strength.
The rich mix of uses found in Milwaukee's neighborhoods provides convenience, vitality and individual identity. The transportation network binds the city together. Milwaukee must be organized around a transportation network that offers mobility choice. Needs of pedestrians and automobiles should be balanced to create a legible, walkable and memorable public realm. The following design principles articulate those unique qualities that characterize Milwaukee's neighborhoods, and are meant to promote development and redevelopment that reinforce and preserve these characteristics.