A. To serve, protect and enhance the public health, safety and welfare of the City and the people who live in, work, or visit it;

B. To promote and accomplish the goals, policies and strategies of the General Plan;

C. To balance the public interests in community aesthetics against the signage needs of establishments and persons who wish to express information or a message by displaying a sign;

D. To promote the free flow of traffic and protect motorists, cyclists and pedestrians from injury and property damage which could be caused, in whole or in part, by cluttered, distracting, confusing, or illegible signage;

E. To prevent personal injury and property damage from signs which are improperly placed or constructed, or poorly maintained;

F. To prevent the depreciation of property values which could be caused by inappropriate signage;

G. To protect, preserve and enhance property values, the local economy, and the quality of life by governing the appearance of the streetscapes that affect the image of the City;

H. To prevent interference with or obstruction of the proper conduct of legitimate establishments in the City which result from the erection and placement of poorly designed signs which are unsightly, improperly located, disproportionate and disharmonious with adjacent signs or structures and therefore tend to be both economically and aesthetically undesirable;

I. To authorize and direct the Zoning Administrator to enhance the aesthetic appearance of the City and to promote the economic well-being of the community;

J. To promote the use of signs which positively contribute to the aesthetics of the community, are appropriate in scale to the surrounding buildings and landscape, and to advance the City’s goals of quality development;

K. To provide standards regarding the non-communicative aspects of signs, which are consistent with applicable provisions of City, county, state and federal law. (Ord. 2924 § 2, 2003).