City of Manitowoc

Administrative appeal An action taken by an aggrieved party alleging the reviewing authority, acting in an administrative capacity, made an error in making a final decision or failed to act as required.

Ambient lighting Lighting from any source not originating or intended to illuminate a sign. (In contrast see, internal lighting and exterior lighting)

Awning A sloped, roof-like feature that projects beyond the face of an exterior wall. An awning is typically placed above a door or window to provide protection from the sun and precipitation. An awning can be constructed of various materials, including metal, fabric, or plastic. An awning may be non-retractable or retractable so as to fold up against the building when not in use. (Also see marquee)

Backlighted letter A channel letter, with an open or translucent back, that is illuminated. Light is directed against a surface behind the letter, producing a halo effect.

Ballast An electrical device used in fluorescent lights to stabilize the flow of the electrical current.

Building code Those regulations adopted by the City of Manitowoc or the state of Wisconsin that regulate the construction, repair, alteration, and maintenance of buildings and related structures.

Building face That portion of a building, which is parallel or nearly parallel to an abutting street.

Building inspector The person so designated by the City of Manitowoc or his/her designee.

Cabinet sign A sign structure comprised of a frame and face or faces. Though a cabinet sign may include electrical components or support structure, the term only refers only to the frame and face.

Channel letter A three-dimensional letter that may include an internal light source.

Common Council The City of Manitowoc Common Council.

Copy See sign copy

Dynamic sign display See electronic message display

Election campaign period In the case of an election for office, the period beginning on the first day for circulation of nomination papers by candidates, or the first day on which candidates would circulate nomination papers were papers to be required, and ending on the day of the election. In the case of a referendum, the period beginning on the day on which the question to be voted upon is submitted to the electorate and ending on the day on which the referendum is held.

Editorial note: This definition is derived from s. 12.04(1), Wis. Stats.

Electronic message center See electronic message display

Electronic message display (EMD) A sign message that can change by electronic means. (In contrast, see static display.)

Electronic reader board See electronic message display

Exterior lighting Lighting that is mounted some distance from the face of the sign. Depending on the location, exterior lighting may be limited to lighting mounted on the ground or from above. (In contrast see, ambient lighting and internal lighting)

Feather Sign means a freestanding, vertical sign that is taller that it is wide, and is comprised of a cloth-like, vinyl-like, or other similar nonrigid material attached to a pole. The sign is not a permanent sign and must be secured. A feather sign is not a flag.

Footcandle A unit of illumination equal to that given by a source of one candela at a distance of one foot. One footcandle is equivalent to one lumen per square foot or 10.764 lux.

Gooseneck fixture A light fixture characterized by a wall-mounted arm attached to a shade that directs light down towards the building face or structure on which it is attached.

Halo lighted letter See backlighted letter

Inflatable sign A sign that is inflated with air or gas, and which may be stationary or have moving parts. The term includes "dancing man" inflatables.

Internal lighting Lighting located within the sign element. (In contrast see, ambient lighting and exterior lighting)

Marquee A flat, roof-like feature that projects beyond the face of an exterior wall. A marquee is typically placed above a door or window to provide protection from the sun and precipitation. (Also see awning)

Menu board A sign that allows a retailer to list products and prices and is associated with a drive-through window.

Monument sign A freestanding sign that is affixed to the ground with a decorative base below the sign face.

Mural A one-of-a-kind original artwork that is sited in a manner accessible to the public and/or public employees, utilizing appropriate media to ensure longevity, and which has been approved as public art by the City of Manitowoc Community Development Department as set forth in Chapter 15 of the Municipal Code.

National Electrical Code (NEC) A code developed by the National Fire Protection Association (NFPA), and which may be adopted by citiess and states to regulate electrical wiring and installations.

Nonconforming sign A sign that does not meet current code regulations but was permitted under a previous ordinance or regulation.

Non-election campaign period Any period of time not defined as election campaign period.

Owner Any person who, alone or jointly or severally with others:

Shall have legal title or equitable title to any premises upon which no structures have been erected or upon which non-dwelling structures are present or has legal or equitable title to any dwelling, dwelling unit, or rooming unit; or
Shall have charge, care or control of premises upon which no structures have been erected or upon which non-dwelling structures are present or has charge, care or control of any dwelling, dwelling unit, or rooming unit as executor, executrix, administrator, administratrix, trustee or guardian of the estate of the owner.

Person Any individual, firm, corporation, association, company, partnership, or organization of any kind.

Pole sign See pylon sign

Projecting sign A sign, other than a wall sign, that is attached to and projects more than 8 inches from a structure or building face.

Pylon sign A sign mounted on one or two vertical poles.

Readerboard See electronic message display

Roof sign A sign erected upon, against, or above a roof.

Sandwich board sign See sidewalk sign

Sidewalk sign A freestanding, internally weighted portable sign frequently but not exclusively having the cross-sectional shape of an A.

Sign Any device, structure, fixture, painting, or visual image using words, graphics, symbols, numbers, or letters designed for the purpose of conveying information or attracting attention.

Sign copy The advertising message, announcement, or decoration on a sign surface, including lettering, logos, graphics, and the like.

Sign districts map The map adopted by the Common Council that shows the locations of various districts and other features used in the administration of the sign regulations as more fully set forth in s. 31.820 of the municipal code. While there may some similarity to the adopted zoning map, they are unrelated and serve different purposes.

Special event Any event, activity, or circumstance of an entity which is not part of its normal daily activities and which occurs uninterrupted for a continuous period of time, not to exceed ten days.

Static display A sign message that does not change by electronic means. The term includes fuel prices on a free-standing sign. (In contrast see electronic message display)

Suspended sign A sign installed below and supported by a canopy or similar feature.

Temporary sign Any banner, pennant, poster, or advertising display of paper, cloth, canvas, plastic sheet, cardboard, wallboard, plywood, or other like materials and that appears to be intended or is determined by the Building Inspector to be displayed for a limited period of time and is not permanently mounted.

Transformer Electrical equipment that converts incoming voltage and current to a different outgoing voltage and current.

Under-canopy sign See suspended sign

Vehicle sign A sign mounted, painted, or otherwise placed on a trailer, truck, automobile, or other vehicle that is parked within a public right-of-way or on private property so as to be visible from the right-of-way. However, this does not include signs affixed to vehicles and trailers, such as lettering on motor vehicles, where the sign is incidental to the primary use of the vehicle or trailer.

Vision clearance (area) Shall have the meaning set forth in s. 15.390(7) of the Municipal Code.

Wall sign A sign that is permanently or temporarily affixed to the face of an exterior wall of a building and does not project more than 8 inches from the face of the wall.

Window sign A sign located inside of a building that is visible from outside the premises and is within 16 inches of an exterior window or door.

Zoning regulations All of the requirements set forth in Chapter 15 of the municipal code.

All permitted signs must comply with the following standards:

(a) A sign shall not resemble, imitate, or approximate traffic or railroad signs, signals, or devices.

(b) A sign shall not obstruct or interfere with the effectiveness of railroad or traffic signs, signals, or devices.

(c) A sign shall not cause glare, mislead or confuse traffic, or impair driver visibility on public ways, private roadways, or adjoining properties.

(d) A sign shall not be erected, relocated, or maintained so as to prevent free ingress to or egress from any door, window, stairway, fire escape, or driveway.

(e) A sign shall not be attached to a standpipe or fire escape.

(f) A sign shall not be attached to a tree or painted on rocks.

(g) Balloons, ribbons, or any other attention-getting devices attached to signs may be prohibited at the discretion of the Building Inspector. The Building Inspector shall provide a 24-hour verbal notice for removal, or a 72-hour written notice prior to issuing a citation for violation of this subsection. .

(h) A sign shall not flash, blink, strobe, or be animated, except as specifically allowed in this chapter.

(i) A sign shall not oscillate or rotate, or move in any other manner.

(j) A sign shall not emit an audible sound, odor, or visible matter (e.g., bubbles, steam).

(k) A sign must comply with any state and local building codes as applicable.

(l) When a sign is authorized to contain electrical power or when a sign is illuminated by one or more external light fixtures, the electric wire providing the electric power to the sign or the light fixture must be placed underground.

(m) A sign shall not be placed on a telecommunication tower, except as required or permitted under the City’s zoning code.

(n) A sign shall comply with state law, including § 944.21, Wis. Stats.

Source: Section 31.220 of the sign regulations

The following signs are not allowed in the City.

(1) Any sign that is not specifically allowed.

(2) Any sign located on public property, including a public right-of-way, unless specifically approved by the jurisdiction having authority over such public property.

(3) Vehicle signs

(4) Inflatable signs

(5) Roof signs

(6) Projected signs (e.g., holographic)

(7) Any sign that does not comply with state law, including § 944.21, Wis. Stats.

The illustrations below depicted some of the sign types that are specifically prohibited.

When allowed, an electronic message display must comply with the following minimum standards:
(1) An electronic message display must be equipped with technology the sign owner can use to program lighting levels to comply with the lighting standards in this section (i.e., automatic dimming).

(2) Except for time and temperature displays, the message shall remain static at least 7 seconds before the next message appears.

(3) No part of the message can flash, fade in or out, or otherwise create the appearance of movement.

(4) There shall be no transition between messages (i.e., no traveling, scrolling, dissolving, or fading).

(5) Lighting levels shall not exceed 0.3 footcandles over ambient lighting conditions when measured at the specified distance (see details below for the logistics of how this measurement is to be taken). However, lighting levels shall not exceed 0.1 footcandles over ambient lighting conditions at the property boundary line of a residential property or 0.2 footcandles over ambient lighting conditions at the property boundary line of a commercial, industrial, or institutional property.

(6) The electronic message display must be turned off by 11:00 p.m. each day or one hour after the close of the business on the premises whichever is later and shall remain off until 5:00 a.m. or one hour before the business is open, whichever is earlier, the following day.

(7) An electronic message display may not be located on more than one sign (i.e., one per parcel).

(8) By installing an electronic message display the property owner agrees to cooperate with the building inspector in testing the illuminance of the display. Such request shall be in writing.

(9) An electronic message display must be placed, designed, and constructed to be an integral part of the sign to which it is attached.

(10) An electronic message display must be located more than 100 feet from an electronic message display on an adjoining parcel.

(11) The Building Inspector has the authority to grant or rescind exceptions to these standards, at his or her sole discretion, and only when safety concerns are not at issue.

HOW TO MEASURE THE NIGHT-TIME BRIGHTNESS OF AN ELECTRONIC MESSAGE DISPLAY WITH OPERATIONAL CONTROL

STEP 1 - OBTAIN AN ILLUMINANCE METER
Purchase or otherwise procure an illuminance meter, which is sometimes referred to as lux or footcandle meter (lux is the metric measure of illuminance; footcandles is the English measure of illuminance). The illuminance meter must have the ability to provide a reading up to two decimal places and must be set to read footcandles. It is preferred to have an illuminance meter with a screw-mount that allows the sensor to be mounted on a tripod. A tripod ensures that the highly sensitive sensor is held perfectly still; otherwise it may be difficult to obtain an accurate reading.

STEP 2 - DETERMINE AREA OF THE DISPLAY
Determine the size of the electronic message display face in square feet. This information may be available in a permit application, or can be determined by physically measuring the height and width of the display. Do not include any part that is attributable to any additional static signs associated with the EMD (if applicable).

STEP 3 - DETERMINE THE MEASUREMENT DISTANCE
Using the total square footage found in Step 2, look up the measurement distance using the tool below. The distance should be measured perpendicular to the EMD sign face. The use of a measuring wheel, laser finder or a smartphone app are the most convenient ways to measure the distance.

STEP 4 - PREPARE THE DISPLAY FOR TESTING
Ensure that the EMD is programmed to alternate between a solid white (or in the case of a monochrome display – the solid color of the display) message and a blank message. The community may require that the sign owner cooperate with testing by programming the EMD for testing upon written notice.

STEP 5 - USE AN ILLUMINANCE METER TO MEASURE THE BRIGHTNESS OF THE DISPLAY
Mount the sensor of your illuminance meter to a tripod and orient the sensor directly towards the face of the EMD at the measurement distance determined in Step 2.

The illuminance meter should be set to measure footcandles up to two decimal places. As the display alternates between a solid white message and an “off” message, note the range of values on the illuminance meter. If the difference between the readings is less than 0.3 footcandles, then the brightness of the display is in compliance. If not, the display will need to be adjusted to a lower brightness level using the manufacturer’s recommended procedures.

STEP 6 - ENSURE THAT THE DISPLAY CAN ADJUST TO DIFFERENT AMBIENT CONDITIONS
Inspect the sign to ensure that it incorporates a photocell or other technology to ensure that the display can adjust according to ambient lighting conditions.

If the difference between the readings for a solid white message and an “off” message is less than 0.3 footcandles, the display is in compliance.

The procedure desribed above is based on Night-time Brightness Level Recommendations for On-Premise Electronic Message Centers (Updated August 2016), published by the International Sign Association (ISA).

How far from the face of the display is the point of measurement?

The point of measurement is based on the area of the electronic message display. Adjust the area to determine the distance.

Sign Area: 30 square feet

Measurement Distance: feet

Manitowoc

Sign Regulations | Signs