The design guidelines try to balance individual business needs with community needs. For example, all signs on the exterior of a store or building, even if they are attached inside, must be reviewed and approved by the board. The point is not to interfere with business owners' decisions, but to make sure the signs help business owners successfully identify their businesses. Since each storefront and building differs, a sign that works well in one situation may not work in another. The board works with the business owners, helping them develop signs that meet the guidelines and successfully identify their businesses.
Signage seems simple.
But with any sign there are a number of decisions that must be made. The size of the sign is limited to ensure that the sign is proportional to the size of the storefront. Sign colors and materials are looked at for readability, ease of maintenance, and how they complement the building colors and other signs on the building. Lighting is reviewed to ensure that it doesn't interfere with residential uses in the building's upper floors. This may seem like a lot of fuss over one sign.