WALL, ROOF AND ABOVE-ROOF SIGNS.
Madison General Ordinances § 31.07
in effect31.07 - WALL, ROOF AND ABOVE-ROOF SIGNS.
(1) Wall and roof signs may be displayed in the Group 2 and 3 districts, subject to the requirements of the Tables of Permitted Signs, Sec. 31.15(1) (Table 1). Wall signs may be attached flat to, or affixed parallel to and at a distance of not more than fifteen (15) inches from the wall, however no wall sign shall project into the right-of-way except as authorized by Sec. 31.04(6). No sign affixed flat against a building wall shall extend beyond any edge of such wall. Wall and roof signs may be illuminated subject to Sec. 31.04(5)(k).
(2) Wall and Roof Signable Area. All wall and roof signs shall be displayed within the selected signable area, except as provided in subs (4) and (5) below.
(a) Number of Signable Areas. There shall be one (1) signable area, whether on the wall or the roof, for each facade facing a street. There shall be no more than four (4) signable areas per building, except:
1. For buildings with more than one occupant side-by-side: the signable area may be divided for building occupants when the building facade is divided by architectural details or internal segmentation that designating separate horizontal occupancies or tenant spaces. Each occupant/tenant will be allowed a signable area as reasonably close to its space as possible.
2. For multi-story buildings with more than one vertical occupancy, there may be up to two (2) additional signable areas per façade displayed above the first story, with no limitation on the height of placement, but a total of only one (1) sign per occupant, per façade, will be allowed.
(b) How to Select and Measure Signable Area: The signable area for wall and roof signs shall be determined as follows:
1. Wall Signs. The signable area for a wall signs is determined by the area of the facade of the building that is free of doors, windows (for purposes of this definition, spandrel panels or other non-vision glass used as an exterior building material are not considered windows) or other major architectural detail, and that extends no higher than the juncture of the wall and the roof, or in the case of a facade that includes a parapet wall, no more than four (4) vertical feet of the parapet wall may be included in the measurement of the signable area.
2. Roof Signs. The signable area for a roof signs is one (1) designated area of the roof that is free of windows and doors or major architectural detail, that extends no higher than the roofline.
3. Measuring Signable Area. The size of the signable area is determined by calculating the number of square feet that are enclosed by an imaginary rectangle or square drawn around the area selected pursuant to 1. and 2. above, and sub. (3) below.
(3) Above-Roof Signs. An above-roof sign is a sign, any portion of which is displayed above the roofline. Above-roof signs may be displayed in the IL and IG employment districts and as allowed in Sec. 31.043(3)(b) and (c), if no wall or roof sign is displayed on the corresponding facade. The signable area for an above-roof sign is calculated on the corresponding wall facade and can be transferred above the roof line. An above-roof sign may extend to a maximum height of ten (10) feet above the roofline. (Am. by ORD-21-00073, 11-17-21)
(4) Size.
(a) Standard Net Area. The maximum net area of all wall, roof and above-roof signs within a single signable area shall be no more than forty percent (40%) of the signable area or two (2) square feet of signage for each lineal foot of building frontage. When using the lineal foot method, the total net area shall not exceed one hundred percent (100%) of the signable area designated under Sec. 31.07(2), above. In no case shall a wall, roof, or above-roof sign eligible for measurement under this sub. (a) exceed eighty (80) square feet in net area.
(b) Occupancies of 25,000 Square Feet. For a single occupancy, stand-alone, non-residential building with twenty-five thousand (25,000) square feet or more in floor area, or a non-residential occupancy or tenant space with twenty-five thousand (25,000) square feet or more in floor area in a multi-tenant building, the maximum net area of all wall, roof and above roof signs shall be thirty percent (30%) of the signable area. The lineal foot measurement method shall not be available. In no case shall a wall sign under this sub. (b) exceed one hundred twenty (120) square feet in net area. Any other occupancies or tenant spaces of less than twenty-five thousand (25,000) square feet of floor area on the same building or zoning lot are eligible for standard net area measurement under sub. (4)(a).
(5) Signs Outside Signable Area. The following types of signs may be displayed on a wall outside the selected signable area described in Sec. 31.07(2)(a) and may be displayed in addition to the primary wall sign(s) authorized by that subsection. However, except for menu or merchandise boards, the following signs must be displayed on a part of the wall that meets the definition of "Signable Area" in Sec. 31.03(2):
(a) Parking Lot Directional signs displayed in a location and with dimensions that otherwise conform to the requirements of this chapter for such signs.
(b) Menu or Merchandise Board(s) as defined in Sec. 31.03(2) are permitted anywhere on the façade and need not be placed within a Signable Area as defined in Sec. 31.03(2), if all of the following criteria are met:
1. Maximum of one (1) per occupancy, per street frontage.
2. Placed at a height between two (2) and seven (7) feet measured from the adjacent ground elevation to the top of the menu board.
3. Maximum net area of three (3) square feet.
4. Affixed flat to or parallel to and at a distance of not more than four (4) inches from the wall face or window surface and shall not otherwise project into the right-of-way.
5. Shall not extend beyond any edge of the wall or window to which it is affixed.
6. May include manual changeable copy feature(s), chalkboard, dry erase board, or similar material, however pre-fabricated sign boards that include an advertisement for any product are prohibited.
7. May be enclosed inside a protective case, if so, the case shall be included in measuring the net area.
8. May be displayed on the exterior a window, but shall count against the total net area permissible for a Primary Window Sign under Sec. 31.10(1).
9. Illumination. May be externally illuminated as allowed by Sec. 31.04(5)(k), but shall not be internally illuminated with back-lighting of copy.
10. Downtown Core. Any menu board to be displayed in the Downtown Core, in addition to meeting the criteria of this subsection, must be reviewed by the UDC for compliance with the criteria of the "Downtown Urban Design Guidelines." In the event of a conflict between this subsection and those guidelines, the more stringent requirement shall apply.
(c) Not more than one (1) logo, a maximum net area of six (6) square feet.
(d) Wall Signs Adjacent To Off-Street Parking. Wall signs may be displayed on the facade of a building that does not face a street but is adjacent to an off-street customer parking area of at least thirty-three (33) feet in width, under the following circumstances: (1) if the parking area is on the same zoning lot as the building on which the sign is displayed; or (2) if the parking area is not on the same zoning lot but is available for use under a reciprocal cross-access agreement, an approved planned multi-use site plan or when a conditional use permit has been granted to the owner of an adjacent lot to allow accessory parking for the use within the building on which the signed is displayed. Such signs shall be subject to the same limitations as signs on the street side(s) of the building but shall not exceed the area of the maximum size wall sign permitted elsewhere on that building.
(e) Any other wall signs allowed under Sec. 31.044, Signs Exempt from Permit, or expressly permitted elsewhere in this ordinance.
(f) Government Building Identification Signs.
1. A sign may be displayed outside the selected signable area of a government building in the Downtown Core (DC) District on a wall surface that projects into the right-of-way if all of the following criteria are met:
a. The sign contains only the name of the government building.
b. The purpose of the signage is wayfinding and identification of a public government building.
c. The building must be owned and operated by a unit of government and be open to the public.
d. The location of the sign is found not to interfere with any official traffic control devices or signs.
e. Any necessary encroachment or privilege-in-streets permit is obtained for the portion of the building projecting into the right-of-way.
f. The portion of the building upon which the sign is proposed to be located does not project into or over the roadway.
g. Any necessary Urban Design Commission approval is obtained for the sign as required by Sec. 33.24(4)(g)4.b. The DC is a district of Special Control under Sec. 31.13(9) and all signs in this district must be reviewed according to the "Downtown Urban Design Guidelines."
2. Promotional and Decorative Banners on Government Buildings in the DC District. In addition to the identification sign described above, banners meeting the definition of "Decorative" or "Promotional" banners in Sec. 31.03(2) may also be displayed on a government building in the DC district on a wall surface that projects into the right-of-way, if the criteria in subs. c. through g. above are met. Additionally, any Promotional banner displayed under this provision must pertain to an event, campaign or activity taking place at the building upon which the banner is displayed.
3. Purpose and Findings. The Common Council finds that the display of Government Building Identification Signs and Decorative and Promotional banners on a portion of a government building that projects into the highway right-of-way in the DC Downtown Core district, consistent with the criteria in this section, will not cause aesthetic blight or traffic hazards of the sort unacceptable to the community. Rather, when included as part of the overall building design and streetscape, such signs will further the City's substantial governmental interests as follows: traffic and pedestrian safety will be improved by identifying a public building by name, announcing public events of interest to the community, providing easy-to-see directional and wayfinding information without obstructing the sidewalk, terrace or roadway and without interfering with official traffic control devices. The City's aesthetic interests will be protected because the appearance and location of the sign and/or banners and their integration with the building design and surrounding streetscape must be approved by the Urban Design Commission using the standards for the DC Downtown Core district as a "District of Special Control" under Sec. 31.13(9).
4. Wis. Stat. § 86.19 and state administrative rules adopted thereto raise doubts about whether such signs and banners may be located within the limits of highway rights-of-way. The approval of identification signs and promotional or decorative banners on government buildings in Madison's DC Downtown Core district is a matter of the local affairs and government of the City of Madison. Identification signs on the wall of a public building that projects over the sidewalk will provide efficient identification and wayfinding for the government building without obstructing the pedestrian walkway, creating clutter, or interfering with official traffic control devices or vehicle traffic. Decorative and Promotional banners will notify the public of events taking place at the public building, further assisting with wayfinding, and will complement the streetscape with appropriate decorations without cluttering the sidewalk or impeding pedestrian traffic. Therefore, the City of Madison, through its Common Council, hereby determines that, to the extent Wis. Stat. § 86.19 and related Wisconsin Administrative Code regulations restrict the City's ability to approve identification signs and decorative and promotional banners on a portion of a government building that projects into the street or highway right-of-way, the City will not be governed by Wis. Stat. § 86.19 to that extent.
5. This Charter Ordinance, Sec. 31.07(5)(f) shall not apply to State Trunk Highways as defined in Wis. Stat. § 84.02.
6. Sec. 31.07(5)(f) is a Charter Ordinance adopted pursuant to Wis. Stat. § 66.0101, and Article XI, Sec. 3 of the Wisconsin Constitution and shall be effective upon sixty (60) days from passage and publication, subject to the referendum procedures of Wis. Stat. § 66.0101(5).
(6) Large Buildings. Additional signable areas may be designated on Large Buildings, as defined in Sec. 31.03(2), and wall, roof and above-roof signs may be displayed within those additional signable areas, as provided below:
(a) Buildings Exceeding 125 Feet in Length. On each facade of the building, where wall, roof or above-roof sign(s) are displayed meeting the criteria of this section, up to four (4) additional accessory signs, as defined in Sec. 31.03(2), may be displayed. The accessory signs under this paragraph shall not exceed fifty percent (50%) of the net area or fifty percent (50%) of the height of largest permitted wall, roof or above-roof sign already displayed on that facade.
(b) Buildings Five (5) or More Stories in Height. For buildings five (5) stories or more in height, one (1) additional signable area for each facade may be selected. The signable area under this section shall be measured using the criteria under Sec. 31.07(2)(b) except the total area of the additional signable area under this paragraph shall not exceed five percent (5%) of the area of the facade. The maximum net area of a sign displayed within this additional signable area shall be determined under Sec. 31.07(4).
(7) Banners. A banner may be used as a wall sign subject to the requirements for a wall sign under Secs. 31.07(2), (4), (5)(b) and (5)(c) herein, except that in an Urban Design District, UDC approval is required under Sec. 33.24 before a banner may be used in place of a permanent sign. A banner shall not be used for a roof or above-roof sign, or for any of the signs described in Sec. 31.07(5)(a) or (6).
(Am. by ORD-15-00118, 10-28-15) (Am. by ORD-15-00118, 10-28-15)
Source: City of Madison, Wisconsin, Madison General Ordinances (Municode Library, library.municode.com)URL: https://library.municode.com/wi/madison/codes/code_of_ordinances?nodeId=COORMAWIVOIICH20--31_CH31SICOOR_SPTYSI_31.07WAROABOFSIFetched: 11/1/2026