§ 11.3 — Standards & Guidelines by Type

Standards for each sign type can be found on the following pages of this section. Wall-mounted Projecting Signs Projecting Sign mounted on a shopfront's canopy Neon Wall Sign Sidewalk Signs 11.3.A. WALL A sign that is applied directly to or projecting out and parallel to the facade. This type of sign is intended for viewing from across the street and along the sidewalk.

| Standards | Min | Max | |---|---|---| | A | Height 10" 30" | | B | Width (as % of facade width) - 60% | | C | Clearance from openings 24" - | | Additional Standards & Guidelines | | • A minimum of one wall sign may be approved per business per street- or open-space-facing facade. In multi-tenant buildings, only the businesses with frontage on the sidewalk shall have a wall sign. • Wall signs shall be located above the shopfront and at least 12 inches from any eave or edge of building above. • Sign thickness (as measured from the wall) shall not exceed four inches. • Cabinet signs are prohibited. • Channel lettering is permitted, provided that the letters are either back-lit or externally illuminated; internally-illuminated channel letters are prohibited. • Lettering on background panel may be up to 24 inches tall. If a background panel is not included, letter height may be up to 30 inches tall. |

11.3.B. WINDOW

A sign painted or applied directly to the shopfront windows and/or doors. Window signs also include posters for advertisements and sales, product merchandise posters, open/closed signs, and painted or etched business names and logos. | Standards | Min | Max | |---|---|---| | A | Height (% of window/door height) - 40% | | B | Width (% of window/door width) - 40% | | C | Area (% of window/door area) - 16% | | Additional Standards & Guidelines | | • Permanent window signs shall be individually painted, etched or otherwise applied letters or logo graphics surrounded by clear glass. • If no awning is provided, secondary window signs are allowed, which may span the width of the window, shall be located at the top of the window, and shall be limited to one foot in height. • Signs within 2 feet of a window are subject to the same size standards as window signs. All other interior signs shall be set back at least 2 feet. |

11.3.C. BLADE A double-sided sign perpendicular to the building facade from a mounted wall brace or from a ceiling. Blade signs typically project over a sidewalk and are intended for viewing by approaching pedestrians.

Standards | Min | Max | A | Sign height | - | 36" | |---|---|---|---| | B | Average outer distance from facade | - | 4' | | C | Vertical clearance from sidewalk | 8’ | 12’ | | | Area (sign only; per side) | - | 6 sf | | | Sign thickness | - | 4" | | Additional Standards & Guidelines | | • A maximum of one blade sign shall be allowed for every shopfront entrance on the facade. • The top of a blade sign shall be located below the building’s second floor windows. • Signs shall be externally illuminated by a light mounted on the facade or by neon tubing used to illuminate letters, symbols, and accent frames. |

11.3.D. VERTICAL PROJECTING

A painted, reverse-channel, or individual-lettered sign applied directly to or projecting out and parallel to the facade. This type of sign is intended for viewing from across the street and along the sidewalk. Internally-illuminated cabinet signs are prohibited. Standards | Min | Max | A | Sigh height | - | 8' | |---|---|---|---| | B | Average outer distance from facade | - | 4' | | C | Area (sign only; per side) | - | 16' | | Additional Standards & Guidelines | | • Projecting signs shall be permitted to extend above the parapet or roof of the structure to which it is attached. • A maximum of one projecting sign is allowed for every shopfront entrance on the facade. • Signs shall be externally illuminated by a light mounted on the facade or by neon tubing used to illuminate letters, symbols, and accent frames. |

11.3.E. FRONT YARD SIGN A front yard sign is intended for businesses in buildings that are wholly or partially set back from the public right of way. The target viewer is the passing pedestrian or bicyclist. Front yard signs may be freestanding or integrated into the design of a fence or dooryard wall.

| Standards | Min | Max | |---|---|---| | A | Sign width - 30" | | B | Sign height - 30" | | C | Overall height - 5' | | D | Horizontal clearance from sidewalk 2' - | | Additional Standards & Guidelines | | • Signs shall not encroach into the public right of way. • Exterior illumination shall be permitted, provided that it is from a single bulb, shielded, and warm in tone. |

11.3.F. AWNING A sign painted directly onto, or projecting from any sort of awning or canopy.

| Standards | Min | Max | |---|---|---| | A | Letter height 10" 30" | | B | Width (as % of the width of the shopfront facade that corresponds to - 60% the sign) | | | Area (as % of each surface) - 25% | | Additional Standards & Guidelines | | • If no awning is provided, secondary window signs are allowed, which may span the width of the window, shall be located at the top of the window, and shall be limited to one foot in height. • See Chapter 10 (Architectural Projections) for standards related to awnings and canopies. |

11.3.G. SIDEWALK

A two-sided, non-illuminated, portable and temporary sign placed outside a shopfront on the sidewalk for viewing at close range. | Standards | Min | Max | |---|---|---| | A Height (overall) | 18” | 36” | | B Width | 18” | 30” | | Horizontal clearance from curb | 18” | - | | Clear pathway | 6’ | - | | Additional Standards & Guidelines | | • Signs shall not contain posters, flyers, balloons, pennants or flags attached to the sign. • There shall be no projections other than raised carved letters, which should extend no more than ½ inch from the sign face. • Maximum of one sidewalk sign per business. • Signs shall only be displayed during hours of operation. • Signs shall not be affixed to any wall or mounted on wheels. • “Reader board” signs with removable slide-in letters are prohibited. • Signs shall be constructed of wood, plastic, or metal with professionally-applied lettering or images, provided that handwritten menu boards or "specials of the day" for restaurants shall be allowed. |

of the venue, featured attractions, and principal performers.

Standards | Min | Max | A | Height, as measured from the bottom of the sign | - | 50' | |---|---|---|---| | B | Average outer distance from facade | - | 10' | | C | Vertical clearance from sidewalk | 10' | - | | | Area (sign only; per side) | | 200 SF | | Additional Standards & Guidelines | | • A maximum of one marquee sign is allowed for any building. |

11.3.I. ROOF SIGN Roof Signs are large signs erected upon, against, or directly above a roof or above the parapet of a building. Roof signs are intended to emphasize a civic or quasi-civic destination and/or to bolster the identity of the area itself. They are intended to be viewable from a long distance from key vantage points.

| Standards | Max. | |---|---| | A | Overall height above roof 30' | | B | Overall width 50' | | C | Cumulative surface area of graphic(s) accompanying the lettering 100 sq. ft. |

Additional Standards & Guidelines a. Roof signs shall be comprised only of letters and small accompanying graphics, as showing in the precedents above. b. No more than 3 Roof Signs shall be permitted in Downtown. c. Roof Signs shall only promote uses which serve as a common destination to a wide range of people. This includes theaters, food halls/markets, hotels, and the Downtown itself. Roof Signs shall not be used to promote housing, offices, or individual non-civic private businesses, such as individual shops and restaurants. d. If illuminated, Roof Signs may only be lit by: 1) neon lighting; 2) external illumination with light sources shielded from view; or 3) halo illumination (projecting light behind an opaque letter or emblem which results in the appearance of a ring of light around the letter/emblem). e. Electronic readerboards shall be prohibited on Roof Signs. f. Roof Signs shall be set back from the facade a minimum of 5 feet to not appear as an upward extension of the facade. They may be angled as necessary to be seen from key vistas. g. Roof Signs should terminate long vistas, so that they can be seen as one looks toward and approaches Downtown. Required Findings Approval of a Roof Sign is subject to the following Required Findings: a. There is no other Roof Sign on the same block. b. Roof Sign does not block the view of any other approved or built roof sign or monument which terminates a vista. c. Roof Sign design theme, materials and aesthetic complement and enhance the character and skyline of Downtown Santa Clara. d. Roof Sign design is unique and iconic, using high-quality, element-resistant materials and construction methods. e. Roof Sign design and materials are architecturally and thematically complementary of the activity center it is serving. 11.3.J. MURAL SIGN A conditional type of art wall that may incorporate signage, useful for the branding and identification of key activity nodes/ centers. Additionally, this sign type is intended to uniquely emphasize, support and enhance the regional identity and character of Downtown, consistent with the overall aesthetic for Santa Clara. Design themes that reflect the history of the Bay area are encouraged.

| Standards | | |---|---| | A | Overall Height The location and dimensions are Overall Width context-sensitive and thus shall be identified Overall Sign Area and approved with a Planning Entitlement. | | B |

Additional Standards & Guidelines a. Mural sign shall be allowed to spread across multiple walls. b. Commercial mural signs are permitted but are limited to on-site signs. Off-site mural signs are prohibited. Required Findings Approval of a Mural sign is subject to the following Required Findings: a. Mural Sign design theme, materials and aesthetic complement and enhance the intended unified streetscape aesthetic of Downtown Santa Clara, as defined by this Specific Plan. b. Mural Sign design is unique and iconic, using durable, element-resistant, non-toxic materials and techniques. c. Mural Sign design and materials are architecturally and thematically complementary of the activity center it is serving. d. Referral to Cultural Commission for a recommendation to the Development Review Hearing.