Download advertising signs policy

ADVERTISING SIGNS
POLICY
Document control statement – The electronic reference copy of this Council policy document is maintained by
Council’s Organisational Strategy Department at www.casey.vic.gov.au/policiesstrategies. Any printed copy may
not be up to date and you are advised to check the electronic copy at www.casey.vic.gov.au/policiesstrategies to
ensure that you have the current version. Alternatively, you may contact Customer Service on 9705 5200.
Responsible Department – Planning
Reference document under the Casey Planning Scheme
Electronic Reference Library Version 1.2
Preamble
In accordance with a resolution of Council on 21 June 2005 to include definitions of Council, Councillors and
Council officers in all Council policy documents, the following definitions are provided:
Council – means Casey City Council, being a body corporate constituted as a municipal Council under the Local
Government Act 1989
Councillors – means the individuals holding the office of a member of Casey City Council
Council officers – means the Chief Executive Officer and staff of Council appointed by the Chief Executive
Officer.
City of Casey
Advertising Signs
CONTENTS
HOW DO I USE THIS POLICY
3
1.
INTRODUCTION – WHAT IS THIS POLICY ABOUT?
4
2.
OBJECTIVES – WHAT DOES THIS POLICY HOPE TO ACHIEVE?
4
3.
GENERAL PRINCIPLES/PHILOSOPHY – WHAT ARE THE GENERAL
PRINCIPLES THAT REFLECT COUNCIL’S PHILOSOPHY
ON ADVERTISING SIGNS?
5
PERFORMANCE CRITERIA – SPECIFIC LAND USE AREAS
6
4.
4.1
4.1.1
4.1.2
4.1.3
4.2
4.2.1
4.2.2
4.2.3
4.3
4.3.1
4.3.2
4.3.3
4.4
4.4.1
4.4.2
4.4.3
4.5
4.5.1
4.5.2
4.5.3
4.6
4.6.1
4.6.2
4.6.3
5.
Commercial/Retail Areas
Commercial/Retail Areas
Objectives
Specific Guidelines
Industrial Areas
Typical Character
Objectives
Specific Guidelines
Residential Areas
Typical Character
Objectives
Specific Guidelines
Rural Areas
Typical Character
Objectives
Specific Guidelines
Areas of Heritage or Special Significance
Typical Character
Objectives
Specific Guidelines
Public Reserves
Typical Character
Objectives
Specific Guidelines
6
6
6
7
8
8
8
9
10
10
10
10
11
11
11
12
13
13
13
13
14
14
14
14
PERFORMANCE CRITERIA – SPECIFIC TYPES OF SIGNS
15
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8
5.9
5.10
5.11
5.12
5.13
5.14
5.15
15
15
15
16
16
16
16
17
17
18
18
18
18
18
19
Above-Verandah Signs
Animated/Flashing Signs
Bunting/Flags
Corporate Signs/Striping
High Wall Signs
Illuminated/Floodlit Signs
Panel Signs
Pole Signs
Portable “A” Frame Signs and Sandwich Boards
Promotion Signs
Reflective Signs
Sky Signs
Window Signs
Single Product Advertising
Community/Non-Profit Events
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City of Casey
Advertising Signs
CONTENTS CONT'D.
6.
PERFORMANCE CRITERIA – SPECIFIC TYPES OF USE
19
6.1
6.2
19
20
Petrol Station Sites
Car Sales Premises
APPENDIX A
22
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City of Casey
Advertising Signs
HOW DO I USE THIS POLICY
This policy only applies to signs that require a planning permit, although you are encouraged to use
the principles of the policy whether a permit is required or not.
To find out whether a planning permit is required, consult with the Planning Staff.
If a permit is required, first read Sections 1, 2 and 3 so that you gain a general appreciation of
Council’s philosophy for advertising signage.
Once you have done this, go to Section 4 and determine which land use category the site for the
proposed sign(s) is in (eg. a shop site will typically be in the “Commercial/Retail Areas”). Only read
the controls in the section that is relevant to your site.
Section 5 outlines controls for specific types of signs. This section should be read in conjunction with
the relevant parts of Section 4.
Section 6 only applies to specific types of land uses (ie. petrol stations and car sales premises) and
only needs to be considered if the signage is for one of those land uses.
If you need any assistance, please contact the Planning Staff.
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City of Casey
1.
Advertising Signs
INTRODUCTION – WHAT IS THIS POLICY ABOUT?
The purpose of this policy is to define acceptable standards for the location, design, size and
layout of outdoor advertising signs that require a planning permit within the City of Casey.
Council acknowledges that display of advertising signs is an important and significant part of
the modern commercial environment. It is essential to businesses that advertising be
displayed within the municipality.
Outdoor advertising can, however, be a major source of visual degradation and clutter and
over time can lead to signs of varying forms dominating the streetscape. Not only does this
result in visual detriment but the true impact of the advertising message is also lost.
Council therefore considers it necessary to plan for the management of advertising signage in
the built environment.
The issue is a subjective one, as there will also be differing perceptions as to what is
acceptable or desirable and what is not. This policy does, however, seek to provide a
consistent and harmonious balance, with the emphasis on well designed and effective
advertising that enhances, rather than detracts, from its environment.
This policy is therefore more concerned with establishing performance based criteria to assess
signage applications as opposed to inflexible prescriptive standards.
The Planning Scheme specifies those signs which require a planning permit. This policy
operates in conjunction with the Planning Scheme provisions, by setting out the parameters
which Council, in exercising its discretion, will assess planning permit applications.
2.
OBJECTIVES – WHAT DOES THIS POLICY HOPE TO ACHIEVE?
•
To enable all business, industrial and community service premises a clear means of
identification.
•
To maintain a degree of uniformity and equity in the extent of advertising permitted.
•
To encourage orderly and well-designed signage that:
- is proportional to the size and scale of the building/premises on which it is being
erected; and
- compliments the style and character of the building, abutting buildings and the overall
streetscape.
•
To protect and enhance the visual amenity of the City of Casey by preventing visual
disorder and clutter of signs.
•
To discourage the proliferation of signs competing for exposure to the detriment of the
surrounding area.
•
To provide and maintain a degree of public safety for persons using any public way.
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City of Casey
3.
Advertising Signs
GENERAL PRINCIPLES/PHILOSOPHY – WHAT ARE THE GENERAL
PRINCIPLES
THAT
REFLECT
COUNCIL’S
PHILOSOPHY
ON
ADVERTISING SIGNS?
•
An integrated and co-ordinated signage package for a site is important in considering an
application in the appropriate context.
•
Signage should be co-ordinated in terms of colour, graphic content and placement.
•
Attractive and well presented signs which are not visually obtrusive promote a good
business image to potential customers.
•
Signs should not promote visual clutter, particularly along main roads or in activity
centres.
•
Fewer signs which display simple, clear messages are easier to read and more effective
for communication purposes than a larger number of signs trying to display too many
and/or repetitive messages.
•
Signs should be architecturally integrated with and compliment the style and character of
the host building, abutting buildings and the overall landscape or streetscape.
Architectural/design features of the building should be used to advantage, to enhance the
impact of the sign.
•
Consultation between tenants/adjoining businesses is encouraged to co-ordinate sign
locations and possible advertising themes on adjacent facades. The signs will then be in a
visually predictable location and increase their overall impact.
•
Signs should not be a distracting influence on motorists at points of potential traffic
conflict.
•
The use of creative signage that may also act as public art is encouraged in appropriate
locations.
•
A business operator who chooses to establish on a site that is remote from general public
access or vision should not expect to compensate for this by compromising the objectives
and guidelines outlined in this policy in order to attract attention to the premises.
•
Notwithstanding the criteria outlined in this Policy, each site and sign application must be
considered on its individual merits. Where applications do not meet these guidelines, the
onus is on the applicant to demonstrate that the proposal is of a high quality and will not
detrimentally affect the building on which it is located or the streetscape.
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City of Casey
4.
Advertising Signs
PERFORMANCE CRITERIA – SPECIFIC LAND USE AREAS
This section provides more specific guidelines to applicants for sign location and design
within the following land use areas:
•
•
•
•
•
•
4.1
Commercial/Retail Areas.
Industrial Areas.
Residential Areas.
Rural Areas.
Areas of Historic and Special Significance.
Public Reserves.
Commercial/Retail Areas
4.1.1
Commercial/Retail Areas
Commercial and retail areas can be broken down into two categories:
•
•
major freestanding commercial centres; and
other business centres.
Major freestanding commercial centres within the City of Casey typically
include the regional and sub-regional centres identified in Council’s adopted
Retail Strategy such as the Fountain Gate, Cranbourne Park and Endeavour
Hills Shopping Centres. They provide a range of business, administrative,
retail, entertainment, cultural and educational facilities. They may include
multi-storey buildings and tend to be the most densely developed parts of
urban areas.
Compared to major urban centres, the other business centres have a more
limited range of activities and an absence of buildings greater than twostoreys in height. Traditionally, these centres were arranged as strip shopping
centres with on-street parking. More recently these centres are likely to be
self-contained buildings with off-road car parking areas. They typically
contain a range of shopping, office, community, educational, religious and
recreational facilities.
4.1.2
Objectives
•
To allow adequate identification and business advertising.
•
To promote fewer, more effective signs.
•
To ensure signs are in keeping with the scale and character of the host
building and do not detract from its architecture.
•
To ensure signs compliment the architectural design of surrounding
buildings and contribute to the general character of the locality.
•
To ensure equal access to limited advertising space.
•
To ensure the desired urban character of nearby land uses is not
compromised.
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City of Casey
Advertising Signs
4.1.3
Specific Guidelines
•
Signage associated with major freestanding commercial centres should
generally only promote the centre itself and/or identify the major tenants.
•
Consideration must be given to the amount and type of existing signage
on a premises and on abutting premises. When new buildings are
approved, it may be appropriate to identify suitable signage
opportunities.
When buildings are existing, they relocation or
rationalisation of existing signage may be necessary.
•
Signs on one premises should not obscure the view of signs on
neighbouring premises when viewed from a middle to near distance
perspective.
•
Where appropriate, signs on or attached to buildings should be aligned
with, and relate to, the architectural design lines on a building façade or,
in the absence of architectural detail or decoration, relate to the design
lines of adjacent buildings (refer to Appendix A - The Façade Grid
Analysis Technique).
•
Consideration must be given to the potentially detrimental visual impact
of supporting structures.
•
Advertising signs should generally not project above parapet lines or be
constructed so as to obscure views of land forms, vegetation or buildings
which provide local character.
•
Signage should not adversely affect the amenity adjoining residential (or
other) land uses. Where there is a direct interface, signs should not be
permitted on walls facing residences.
•
Signage that may be appropriate on a standard sized commercial
premises includes:
- Under Verandah Sign:
◊ One (1) sign per premises.
- Verandah Fascia Sign:
◊ Fixed directly onto the verandah fascia. This is seen as a better
alternative to the Above-Verandah Sign.
- Parapet Wall Sign:
◊ Fixed directly onto parapet wall.
◊ Should identify company name/logo or nature of business only.
◊ One (1) sign per premises.
◊ Should not cover entire parapet wall or any architectural/design
features of the building.
- Other Business Signs
◊ Signs identifying services, hours of operation, etc. should be
limited in number, and located below verandah level.
◊ Any window signage should be orderly and not totally obscure
windows. The use of bright or brilliant colours is not
encouraged.
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City of Casey
Advertising Signs
•
The unique features of Berwick Village Commercial Centre set it aside
from other commercial centres. Special controls for this centre are
therefore justified.
It is generally considered that approximately 8 m2 of signage in
accordance with the above guidelines for a “standard sized commercial
premises” is adequate identification for premises in this locality.
In assessing applications for permits, consideration must also be given to:
- Whether the signage compromises the “English Village” style and
character of the centre.
- The need to ensure the protection and enhancement of the visual
amenity of the streetscape.
- The degree of uniformity and equity in the extent of advertising.
- Whether the sign will encourage the proliferation of signs that would
be detrimental to the area.
•
4.2
For Petrol Station Developments and Car Sales Premises, the controls
outlined in Sections 6.1 and 6.2 should be considered in conjunction with
the objectives and guidelines specified in this section.
Industrial Areas
4.2.1
Typical Character
Industrial areas, vary greatly in architectural expression, scale of buildings,
siting of buildings, landscaping and mix of uses.
They are familiar in forms as diverse as industrial-commercial display
highway strips; industrial estates developed on small sites with buildings
constructed t side property boundaries without a design theme; uniformly
designed industrial and warehousing estates; large scale industry dominating
its environment and technology (or garden industrial) parks which have been
architecturally designed and landscaped to project a desirable, well-managed
working environment.
Although many industrial areas are not attractive to look at, the management
of sign design and location is one way that the visual quality of an area may
be enhanced and the area, as well as individual businesses, more effectively
advertised.
4.2.2
Objectives
•
To permit the adequate display of information concerning the
identification of premises (including street number), the name of the
occupier and the activity conducted on the land.
•
To avoid clutter, untidiness or visual distraction.
•
To place advertising signs so that they enhance the architectural and
landscape presentation of industry and appear proportional to the scale of
the building or space within which they are located.
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City of Casey
Advertising Signs
4.2.3
•
To improve the appearance of buildings with the design and placement of
signs.
•
To encourage a co-ordinated approach to advertising where there are a
number of different businesses occupying a site.
•
To place a high emphasis on the total signage package for each site.
Specific Guidelines
•
Emphasis should be placed on one or two relatively large signs per
industrial premises which clearly identify the business whilst not
detracting from the visual amenity of the locality.
•
Signs should not visually dominate building walls and parapets or
landscaped surroundings.
•
Signs located in new developments should be incorporated in the
architecture of the buildings or site and be approved (or at least
considered) as part of the original development approval.
•
An attempt should be made to co-ordinate sign locations of adjacent
facades by placing signs in similar locations on adjacent buildings. The
signs will then be visually predictable locations and contribute to a
possible area design theme.
•
Self-contained estates may be identified at the entrance by one (or maybe
two) signs or directory boards, identifying the name of the industrial
estate and the occupants.
•
Signs for each unit in multiple occupancy buildings should preferably be
of a uniform shape, size and general presentation.
•
A-frames and other temporary signs are generally not encouraged. They
create clutter and do not relate to building design or site layout. They
give a poor business presentation.
•
Bunting is generally not encouraged. Lines of bunting draped between
poles are noisy, unsightly and not reliably maintained.
•
In relation to small shops and other uses (such as banks) serving the daily
needs of the industrial area, the objectives and standards outlined for
commercial centres are relevant and should be considered.
•
Signage that may be appropriate on a standard freestanding industrial or
industrial/commercial premises would include:
- Fascia/Wall Sign
◊ Fixed directly onto the building fascia, or wall face.
◊ One (1) fascia/wall sign per road abuttal.
◊ Should identify company name/logo or nature of business only.
- Pole Sign
◊ One (1) sign per premises (including corner sites).
◊ Should identify company name/logo or nature of business only.
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City of Casey
Advertising Signs
-
-
•
4.3
Other Business Signs
◊ Signs identifying services, hours of operation etc., should be
located below fascia level adjacent to entrances.
Identification Signs
◊ Where no pole sign is proposed, a low profile identification sign,
set into the landscape area at the main access point is useful for
visitors and deliveries.
For Petrol Station Developments and Car Sales Premises, the controls
outlined in Sections 6.1 and 6.2 should be considered in conjunction with
the objectives and guidelines specified in this section.
Residential Areas
4.3.1
Typical Character
Residential areas are typically dominated by housing of varying densities,
from rural-residential and single-storey dwellings to medium density and
multi-storey development. The expectation is generally for a high level of
amenity, privacy, solar access, low noise level and no visual intrusion from
advertising signs or bright lights.
A number of non-residential uses are also permitted in residential zones
including medical centres, veterinary clinics, churches, child care centres,
display homes, petrol filling stations, corner shops, restaurants and the like.
These uses can also influence the character of residential areas. Generally,
however, business activity is minor and advertising is not part of the overall
character of such areas.
4.3.2
4.3.3
Objectives
•
To ensure signage does not detrimentally impact upon the amenity of
residential areas.
•
To ensure signage is visually compatible with the development and the
character of the residential area.
Specific Guidelines
•
Signage associated with non-residential uses should be determined on its
individual merits, having regard to the scale of the development to which
it relates and the character of the development in the vicinity.
•
As a general principle, the size and type of advertising should be able to
clearly identify the use without detracting from the character or amenity
of the surrounding locality.
•
Generally, illuminated signs (internal or floodlit) are discouraged.
However, illumination may be permitted in some circumstances where
light spillage is not a problem and the character of the surrounding area
will not be detrimentally affected.
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City of Casey
4.4
Advertising Signs
•
For large freestanding non-residential developments with good exposure
to busy roads (such as restaurant/take-away food outlets), the followings
signs are encouraged:
- Fascia/Parapet/Wall Signs
◊ One (1) sign per elevation, visible from the road.
◊ Should identify company name/logo only.
◊ Should be compatible with the size and design of the building.
- Pole Sign
◊ One (1) sign per site (including corner sites).
- Low Profile Sign
◊ Often more appropriate than a Pole Sign (ie due to existence of
vegetation/buildings) or at a rear/side access, a low profile
identification sign may be appropriate, set in the landscaped area.
- Ancillary Information Signs
◊ Low level ancillary signs to direct traffic and identify other
features (ie “Drive-Thru” service) are considered appropriate as
part of the total package. They should be designed to facilitate
traffic movements within the site.
•
For smaller non-residential developments (such as medical centres, child
care centres, churches etc.), the following signs are generally encouraged:
- Business Sign
◊ One (1) low profile sign located in the front landscaped area is
encouraged (maximum one per site).
◊ Where a second sign is proposed, it should preferably be located
back on the building at eye level adjacent to the entrance.
◊ Maximum signage per site should generally not exceed 2 m2 in
area and 1.8 m in height.
◊ Where car parking is at the rear, or where there is one-way
traffic, a low level directional sign adjacent to the driveway to
direct vehicles, is appropriate.
◊ Size and type of advertising to be compatible and sympathetic to
its residential environs.
•
The signage requirements, as specified in other relevant planning policies
adopted by Council, should also be considered. For petrol station
developments, the controls outlined in Section 6.1 should be considered
in conjunction with the objectives and guidelines specified in this section.
Rural Areas
4.4.1
Typical Character
Rural areas have varied landscapes which reflect the natural characteristics of
a region as well as the farming, mining, fishing and recreational uses made of
the land.
4.4.2
Objectives
•
To preserve the rural amenity of the locality.
•
To discourage the proliferation of signs.
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City of Casey
Advertising Signs
4.4.3
•
To ensure that those signs which are displayed are in character with the
existing and likely future amenity of the rural locality. (Protection of the
visual character of non-urban areas is of paramount importance. The
presentation of roadside land is increasingly relevant to State and Natural
tourism related industries. It is also important to day visitors and local
people).
•
To minimise the visual impact of signs.
•
To prevent distraction to motorists and a reduction in traffic safety on
roads.
•
To co-ordinate tourism signs.
Specific Guidelines
•
Advertisements should generally not be permitted in rural areas except
for names of properties, tourism orientated business names relating to the
property on which the sign is located and limited directional signs for
tourists.
•
Advertisements should be low key in appearance, with consideration to
their shape, colour, medium and construction.
•
Hoardings or similar large signs are not encouraged.
•
Advertisements for non-rural developments should generally be limited
to two opportunities per site. One (double sided) free standing sign
and/or one sign located on a relevant building in an architecturally
compatible manner may be favourably considered.
•
Particular care needs to be given to signs for uses such as
accommodation, restaurants, craft shops and sellers of local produce.
One double sided freestanding sign per premises adjacent to the property
boundary and/or one sign on the face of a building where the business is
carried out may be favourably considered.
•
The size and colour of signs will, to some degree, be determined by long
distance visibility, as often they are aimed at fast moving traffic. Colour
should, however, be restrained and compatible with the rural
environment.
•
Signs should not be constructed where they are judged to be hazardous to
traffic.
•
Where possible, the display of advertisements relating to tourism
destinations in roadside information bays shall be coordinated. The
grouping of such signs minimises any adverse visual impact.
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City of Casey
4.5
Advertising Signs
Areas of Heritage or Special Significance
4.5.1
Typical Character
There are comparatively few examples of buildings or sites of heritage
significance within the City of Casey. Nevertheless, these areas are
sufficiently valued by the community to be worth conserving. Development
which enhances their character should be encouraged. Heritage areas may
include individual buildings or sites, streetscapes or precincts of architectural,
historic, scientific or landscape importance, as well as areas where there is a
concentration of a particular use.
Such sites may be listed as heritage items (historic buildings, sites or
conservation areas in the statutory plan) or designated under other legislation.
4.5.2
Objectives
Outdoor advertising should be designed and located in a manner which
conserves the heritage places which have been identified as significant protecting and enhancing what is valued about the building or the place.
4.5.3
Specific Guidelines
•
Generally, signs on individual buildings or within areas of special
significance should be discreet and should compliment the building or
area. The architectural characteristics of a building should always
dominate.
•
Advertising should be placed in locations on the building or item which
would traditionally have been used as advertising areas. If the building
or item has no such locations, advertising will usually be inappropriate.
•
In general, there are no standard sizes for signs in heritage areas. They
may vary according to the design and history of the building or its
environment.
As the external colours applied in different historic periods varied and
were more limited in range than today, it is wise to research appropriate
colour ranges for buildings of heritage significance.
•
•
Heritage lettering styles may involve shaded letters, the mixing of sizes
and styles of letters and ornamental scrolls as relevant to the period of the
building.
•
Fluorescent and iridescent paints are not encouraged.
•
In the case of rural towns, it is important to pay particular attention to the
view from the road as one enters the built-up area. Careful consideration
should be given to the placement of any advertisements, so as not to
detract from the design form of historic townscapes.
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City of Casey
4.6
Advertising Signs
Public Reserves
4.6.1
Typical Character
Public reserves addressed by this Policy include passive and active recreation
reserves and road reserves.
The character of these areas can vary greatly. Active recreation reserves are
often characterised by sporting ovals or other facilities and associated
pavilions and outbuildings.
Passive recreation reserves are often
characterised by natural land forms, vegetation and a feeling of “open space”.
The character of road reserves varies according to the area in which they are
located but would typically include some form of roadside vegetation.
4.6.2
Objectives
•
To generally discourage signage that is visible from beyond recreation
reserve sites other than for identification purposes.
•
To ensure signs are in keeping with the character of the recreation
reserves.
To discourage the proliferation of signs.
•
4.6.3
•
To encourage a co-ordinated approach to advertising where there are
multiple occupants of recreational reserve sites.
•
To maintain a high level of co-ordination and public safety for signs on
road reserves.
Specific Guidelines
•
Signs on recreation reserves that are visible from beyond the site should
generally not be permitted except for signs identifying the name of the
recreation reserve and/or the name of sporting clubs or other associations
occupying site (and other “public interest” information pertaining to the
club or association).
•
Signs identifying the sponsors of clubs or associations occupying
reserves are generally not permitted if they are visible from beyond the
site. However, favourable consideration may be given to no more than
20% of the total area of the main identification sign being used for
sponsor recognition.
•
Signs should be generally low key in appearance, with consideration to
their shape, colour, medium, construction and the character of the
surrounding areas.
•
Where there are multiple occupants, the use of a single sign to advertised
the different occupants is generally encouraged.
•
The size, location and nature of signs will be determined on their
individual merits.
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City of Casey
5.
Advertising Signs
•
Signage on road reserves that requires planning permits should generally
not be permitted other than directory boards in self-contained industrial
estates or the like (see Section 4.2.3). Such signs should not be
constructed where they are judged to be hazardous to traffic. On main
roads, the consent of Vic Roads must be obtained.
•
Signage on public utilities such as bus shelters should not be permitted.
PERFORMANCE CRITERIA – WHAT ARE THE REQUIREMENTS OF THIS
POLICY FOR SPECIFIC TYPES OF SIGNS?
This section presents Council’s views on appropriate requirements relating to specific types
of signs. Current definitions of some of the signs listed below are outlined in Appendix B.
These definitions may alter with changes to legislation.
It is important for Sections 2, 3, 4 and 5 to be read in conjunction.
5.1
Above-Verandah Signs
These signs are generally not encouraged. It is considered that due to their location,
supporting structure, shape and style, they detract from the streetscape and the
building design. They tend to be the most significant contributor to advertising
“litter” in restricting the view to signs on adjoining premises, and contributing to
increased total signage levels.
An above-verandah sign often only unnecessarily duplicates information. In normal
circumstances in a local commercial area, it is considered that an under-verandah
sign, a verandah fascia sign, and a parapet wall sign provide adequate identification
opportunities for shops/offices, to both pedestrians and vehicular traffic.
5.2
Animated/Flashing Signs
Signs that are animated, flashing or contain changing messages, are generally
discouraged. This includes flashing lights, whether or not any written message forms
part of the sign. It is considered that this form of signage generally does not integrate
effectively with an overall signage package and tends to dominate other forms of
advertising. This is to the detriment of adjoining premises and the overall streetscape.
The only circumstances where Council may support such signage is where it can be
demonstrated that the sign forms part of an established entertainment area and will
not create a traffic hazard or cause any loss of amenity.
5.3
Bunting/Flags
The use of bunting is a form of advertising, and is not encouraged. It is considered
that this type of signage creates visual clutter and does not contribute to the
establishment of a clear manner of identification.
The erection of a single flag displaying the company name/logo is supported for
freestanding premises. It should be displayed on a freestanding pole (maximum
height 7m) in the landscaped setback.
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Advertising Signs
The display of the Australian flag is also encouraged and does not require a planning
permit (unless the repeated display of the Australian flag is used for purely
promotional/eye-catching purposes and, in which instance, shall be treated as
bunting).
5.4
Corporate Signs/Striping
It is accepted by Council that the use of corporate colours and logos is a very
important element of advertising, and is used to create a co-ordinated and effective
advertising package.
Such corporate images are often also publicised via other advertising mediums, (ie.
newspapers, televisions etc.) and hence the co-ordinated visual presentation of the
premises is an important link.
It is to be stressed, however, that excessive use of corporate colours/stripping is not
encouraged and its use must be part of an overall package.
It is preferred that background striping, if it is an integral part of the corporate image,
be restricted to the main identification sign, rather than extend along the walls/fascias
of the building. It is preferable that one background colour be used in a subdued
toning, that can provide a contrast, but still be harmonious with the building and
surrounding environs.
5.5
High Wall Signs
Signs that exceed a height of 10 m above ground level are generally discouraged, as
in most instances they will be out of scale with the size of the building and adjoining
premises.
It is accepted that in some instances a high wall sign may be appropriate. However,
they will only be permitted where it can be clearly established that the size and height
of the building are sufficiently large to warrant such a sign, and that the sign complies
with the objectives and guidelines of the policy.
It shall only identify the major tenant or the name of the building on which it is
erected.
5.6
Illuminated/Floodlit Signs
The use of illumination/floodlighting should not be of such an intensity or of such
colours which will cause a nuisance or a traffic hazard.
Where the site adjoins a residential area, care must be taken to ensure that any
illuminated/floodlit sign is appropriately located and will not cause loss of residential
amenity.
All floodlit signs are to be suitably baffled to avoid unnecessary light spillage and/or
glare and to ensure that no direct light is emitted beyond the boundaries of the site.
5.7
Panel Signs
Signs exceeding 10 m2 in area are generally discouraged, as in most instances they
will be out of scale with the size of the building and adjoining premises, and
dominate the streetscape.
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It is accepted that in some instances a panel sign may be appropriate. However, they
will only be permitted where it can be clearly established that the size and scale of the
building and surrounding buildings are sufficiently large to warrant such a sign, and
that the sign complies with the objectives and guidelines of the policy.
The sign shall only identify the major tenant or the name of the building on which it
is erected.
5.8
Pole Signs
These signs should generally be located in the front landscaped area and not overhang
road reserves.
In order to maintain visual proportionality on the site, the height of the pole sign
should be similar to that of the height of buildings on the site, up to a maximum
height of 7 m.
The area of the advertising component should reflect the size and scale of the
premises and take into account other advertising on the site/buildings.
Maximum of one (1) pole sign per site, including corner sites. Where a corner site
has two separate road abuttals, it is preferable for a low profile sign to be erected
adjacent to the secondary access point.
The sign should be located away from neighbours’ boundaries to preserve potential
advertising space to neighbouring properties and protect amenity. It must not
overhang the boundaries of the site.
5.9
Portable “A” Frame Signs and Sandwich Boards
No portable signs, such as “A” frame signs or sandwich boards, will be permitted to
be erected outside the boundary of the premises to which the sign relates (this
includes road reserves and footpaths). The only exemption to this is real estate
boards which may only be displayed on the day of auctions or open for inspections.
These signs should not exceed 1 m2 in area and should not be located on footpaths or
road carriageways.
Where a portable sign comprises part of the as-of-right requirement under the
Planning Scheme it:
•
Must be located within the boundaries of the site, adjacent to the building. It
must not be located in the landscaped area, or in the driveway/car parking areas.
•
Should not exceed 0.6 m2 in area, or exceed 1 m in height.
•
Should only be displayed during the hours that the business is open.
Note: Where a building has no setbacks from the frontage (ie. most shops/offices in
local business/commercial zones) there is no ability to locate a portable sign within
the boundaries of the site.
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Where the as-of-right requirement has been exceeded, Council generally discourages
their use as an effective form of advertising. They tend to contribute to visual clutter,
and result in a “snowballing” effect, whereby all adjoining premises then wish to
display similar signs, to the overall detriment of the streetscape, and the reduced
effectiveness of individual signs.
5.10
Promotion Signs
The municipality is largely free of promotion signs often seen along road reserves,
sides of buildings etc., in other parts of Melbourne. They are generally out of
character and not compatible with the nature and scale of surrounding development
and streetscape. Such signs should continue to be discouraged.
5.11
Reflective Signs
Signs of a reflective nature are generally discouraged. It is considered that this form
of signage is often “gimmicky” and does not integrate effectively with an overall
signage package. They tend to dominate other forms of advertising, to the detriment
of adjoining premises and the overall streetscape.
5.12
Sky Signs
Signs located on or above the roof of a building (excluding verandahs) are generally
discouraged.
It is considered that with effective and well designed signage on the building, there
will be no need for further identification on the building in the form of a sky sign,
which only contributes to a cluttered and crowded skyline.
5.13
Window Signs
Window signage does have the potential to contribute to clutter where signs are
displayed in an ad-hoc manner, and obscure the windows from their primary purposebeing the display of goods.
In some circumstances, window signage may be appropriate and in such instances
should be orderly and in keeping with other signage on the site.
Signage on buildings with large glazed areas (where the glazed panels contribute to
the architectural integrity of the building) should not be permitted or should be
strictly controlled to ensure consistency and preservation of the architectural integrity.
Generally, signs should not occupy more than 25% of the glazed area/panel it is
displayed on, and the use of fluorescent/brilliant hues is not encouraged.
Window signage should still form part of the overall signage package for the site.
5.14
Single Product Advertising
Single product advertising signs will only be supported where the sign serves the dual
purpose of identifying the use of the premises (ie. by association).
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5.15
Advertising Signs
Community/Non-Profit Events
Where signs are proposed for community/non-profit organisations to promote a
special event (ie. fete, festival etc) subject to the receipt of written requests to the
Local Laws Department, Council may permit the erection of a temporary sign on road
reserves, subject to the following:
6.
•
The most appropriate location for such signs is to be determined by Council,
taking into account traffic considerations.
•
The signs must only promote local events of a community/charitable nature.
•
Signs shall be restricted to a maximum 5 m2.
•
Any sponsorship component of the sign must not exceed 20% of the total area of
the sign.
•
Each sign will not be permitted to be displayed for a period in excess of twentyone (21) days.
•
Each sign shall be removed immediately following the conclusion of the
approved temporary period.
•
No sign shall be erected in the Berwick High Street median.
•
The erection of such signs in the Berwick Village is also subject to the following:
- No sign shall be erected in the Berwick High Street median.
- The location for the placement of signs for the Berwick Village shall be on
the north-eastern corner of York Road and Berwick-Beaconsfield Main Road,
adjacent to the Service Clubs sign.
- Each sign will not be permitted to be displayed for a period in excess of
fourteen (14) days.
- No more than two signs will be permitted to be erected at this location at any
one time.
PERFORMANCE CRITERIA – WHAT ARE THE REQUIREMENTS OF THIS
POLICY FOR SPECIFIC TYPES OF USE?
Petrol Stations and Car Sales Premises have individual characteristics that warrant individual
attention. The following are advisory guidelines only for these two land uses. The
requirements of Sections 2, 3, 4 and 5 therefore still need to be considered.
6.1
Petrol Station Sites
Petrol Station sites are normally reasonably large sites with visually open areas. They
usually have a convenience shop component and other ancillary activities (ie.
workshop, car wash etc).
Historically, many petrol station sites have been associated with ad-hoc, uncoordinated signs, with a clutter of price boards, product endorsements etc., protruding
into the streetscape.
Modern petrol companies have attempted to reverse this image, adopting a more coordinated and integrated approach to advertising.
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Accordingly, a high emphasis will be placed on the total sign package that is being
proposed for each site.
Signs encouraged:
•
Main Pole/Pylon Sign
- To display company name/logo, petrol prices, convenience shop name/log
and other ancillary information.
- One (1) sign per site.
•
Petrol Price Board
- One (1) sign per road abuttal.
•
Canopy Fascia Signs
- Any wording should be restricted to company name only.
- Striping of canopy fascias should form part of overall signage package.
Fascias should generally not exceed 900mm in width.
•
Other Business Signs
- To be located as fascia or under canopy signs on console/convenience shop
building.
- Where other activities are in a free standing building (ie. car wash,
workshop), one (1) fascia or wall sign per building is considered acceptable.
- The use of one corporate background colour is supported over the use of
corporate striping along building fascias and side walls.
- Some window and/or product promotion signage may be considered
appropriate in addition to the above if it is orderly, is in a fixed location, and
forms part of the overall signage package.
•
Ancillary Information Signs
- Low Level ancillary signs to direct traffic and identify other features (ie
water, air etc) are considered appropriate as part of the total package.
Note: Where a petrol station is located in a residential area, the signs should not
detract from the residential amenity.
6.2
Car Sales Premises
Car sales premises can vary in size and function and therefore appropriate signage for
each site will be proportional to the size and scale of each site.
A high emphasis will be placed on the total signage package that is being proposed
for each site.
Signs Encouraged:
•
Fascia/Wall Signs
- Fixed directly onto the showroom/fascia/wall.
- One (1) sign per elevation, visible from the road.
- Should identify company name/logo or nature of business only.
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•
Backdrop Signs
- These signs are often placed on walls or fences at the rear of an open car
yard. They should be orderly, and in proportion to the size of the yard and
adjoining buildings. They should not exceed the height of adjoining
fascia/wall signs.
- Should identify company name/logo, or nature of business only.
•
Pole Sign
- One (1) sign per site.
- Should identify company name/logo or nature of business only.
•
Other Business Signs
- Signs identifying specific details, ie. other products/services etc., should be
located below fascia level, adjacent to entrances.
•
Window Signs
- It is accepted that some window signs are appropriate (ie. company logo/car
models etc), provided that they are orderly, and their size and type (including
colour) for part of the overall signage package.
Note: Windscreen banners are accepted as a legitimate form of advertising in Car
Sales Yards provided they are restricted to the windscreens of cars for sale and
display messages pertaining to that car (ie. not used for additional exposure of
company name/logo etc).
NOTE
Applications should be accompanied by plans and/or documentation that enables
a full and proper assessment of all objectives and performance criteria outlined
in this Policy. Failure to do so may result in the processing of the application
being delayed until such time as the information is submitted.
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APPENDIX A: THE FAÇADE – GRID ANALYSIS TECHNIQUE
Prior to examining the specific guidelines for each of the environmental categories,
this section will examine the grid technique which may be applied in identifying
signage opportunities on the façade of buildings.
This simple technique can be used to:
•
Comprehensively identify sign opportunities for inclusion by Council in any
more detailed development control plan for specific precincts;
•
Identify appropriate sign opportunities for developers and occupants; and,
•
Assess specific development applications for signs.
While the technique relates specifically to traditional building facades (such as
those commonly found in strip shopping centres), the principles apply to all
building forms.
Signs do not have to be on a building’s front façade for example, they can be
placed on side walls provided they do not interfere with the adjoining development.
In these circumstances, the principles of the technique still apply.
The Technique
Step 1
To identify sign opportunities the façade must be subdivided using the main design
lines to form a series of panels. Many traditional building designs can easily be
broken into a grid based on the alignment of the parapet (skyline), cornice,
verandah, window and door. An example of this procedure is shown in Figure A.
Step 2
To identify possible sign panels the rectangles of the grid may be used separately
or be joined together to form horizontal or vertical panels. Figure B shows
examples of such panels.
The scale of advertising signs should be compatible with the buildings they are on,
as well with nearby buildings, street widths and the other existing signs. In most
cases, appropriate dimensions are achieved by restricting signs to grid locations or
panels. This ensures that the original architectural character (set by the lines of
awnings, window and door openings, parapet lines and setbacks) remain dominant.
On buildings with decorative facades, signs should generally not be placed on the
decorative forms of mouldings. Instead, they should appear on the undecorated
wall surfaces, unless architecturally designed sign panels are provided.
Figure B also shows that a building may be given a horizontal or vertical
appearance simply by the way in which the sign panels are arranged across or down
a building.
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