March 20, 2018
I. Tenant and Site Standards (1) Governing Standards The following standards shall govern all commercial and residential signage within the district bound by Main Street on the north, South Broadway on the east, Rockingham Park Boulevard on the south, and Mall Road and Pleasant Street on the west, known as (the District). These standards supersede Section 7:2.4 Permitted Signs, of the Town of Salem, NH Zoning Regulation, Section 309-7:2 Sign Ordinance, for the District only. All other provisions of the 309-7:2 shall apply, unless otherwise indicated and with the following exceptions: (a) 7:2.3 Administration and Enforcement: Prior to the application of a sign permit with the Town, the Tenant or Applicant must submit signage documents to the Landlord, or Town s peer review design consultant for review and approval of conformance with the these standards. Documents shall include but not be limited to a site plan for freestanding signs and architectural elevations for building mounted signs, illustrating the location and design of all proposed signage elements. Documents shall be to scale, and include a full description of the signage and graphic components, materials, lighting and fabrication methods. Only after the proposed signage documents have been approved by the Landlord or Town s peer reviewer shall the Tenant or Applicant apply for a sign permit with the Town in conformance with Section 7:2.3. (b) 7:2.5 Prohibited Signs and Materials, 7:2.5.1, Theaters, Cinemas and Conference tenants in the District are permitted the use of an electronic/led changeable marquee sign, as defined in Section I.(10) of these standards, subject to special design review and conditional use permit. (c) 7:2.8 Conditional Use Permits: In addition to the criteria listed in 7:2.8.1, the following are sign types, lighting and conditions that will be subject to special design review and approval by the Landlord and Planning Board: [1] Electronic/Digital LED Marquee signs. [2] Signs mounted above the roof line. [3] Exposed signs or reverse channel lettering with exposed neon/led tube lighting. These signs must be an integral part of the storefront design and tenant identity. OPEN/CLOSED or other flashing neon/led window signs are not permitted. [4] Signs exceeding the dimensional requirements defined in these Standards. [5] Additional quantity of signs then is permitted in these Standards. [6] Proposals for the integration of art into the landscape of the District and Commercial and Residential buildings and their sites, such as sculpture, painted or photographic murals, three dimensional or environmental graphics, historic interpretive graphics and images, or re-purposed signage or markers from the site. Page 2
Rendering courtesy Prellwitz Chilinksi Associates. (2) Guiding Principles From lush landscaping to carefully crafted building details, from plentiful public amenities to enduring materials, is defined by high standards. All tenants are expected to pursue high quality design & fit-ups, consistent with this philosophy, to create a unique and harmonious environment. These standards provide parameters for the design of tenant storefront signage and site signage for the District, to ensure high standards of design and quality, enhancing the character of while also conveying the tenants identity. Tenant signage must conform to the requirements set forth in these regulations. Limitations are imposed on the scale, number, colors and method of illumination associated with signage to ensure that the overall signage within the District is coordinated and complementary. A mixture of signage types should be encouraged including wall signs, projecting signs, monument signs and awnings. Sign design should allow for retail marketing and tenant uniqueness. A coordinated system of wayfinding signage should be provided to assist visitors to the District in reaching their intended destination. Tenants are encouraged to use high quality materials and lighting in a creative and imaginative way that will enliven and activate the streetscape. Signs and graphics should be integrated with the overall design of the storefront. Page 3
(3) Definitions. The following definitions of terms is intended to supplement the Salem, NH, Zoning Regulations Section 309-1:7. Where similar terms are used, the definitions below shall replace the definitions of 309-1:7. Applicant Individual, institution, business or other commercial entity applying for a Town issued permit to install building mounted or freestanding signs within the limits of their leased or owned property. The term Applicant and Tenant are interchangeable in these standards. Art/Environmental Graphics may include but not limited to sculpture or 3D graphics, painted or photographic murals, historic interpretive graphics and images, as well as re-purposed signage or markers from the site of the District; integrated with a storefront, building or site, for purposes of place-making and identity. Awning frame with rigid panel or stretched canvas covering, projecting over a sidewalk in front of a commercial storefront to provide shade or shelter from rain. Awnings may incorporate patterns, graphic designs, lettering and logos. Channel Letter dimensional letterform fabricated from metal, with a channel section profile. Channel Letter, Reverse dimensional letterform fabricated from metal, with a channel section profile, in which the open side of the channel is facing outward. Banner appliqué or printed graphics on fabric or flexible vinyl material with no enclosing framework. Banners may be mounted on the face of a building, with or without a frame, or perpendicular on brackets. Banners may also be mounted on light poles or independent flag poles. Development any man-made change to improved or unimproved real estate, including but not limited to buildings or other structures, mining, dredging, filling, grading, paving, excavation or drilling operations or storage of equipment or materials. [Amended 2009 Town Meeting] Directory, Pedestrian freestanding, multi-sided sign with a visitor orientation map and list of tenants keyed to the map, for visitor wayfinding. Pedestrian Directories may include event information, and tenant merchandising, and may be a conventional display case or an electronic digital display. District Refers to the Development bound by Main Street on the north, South Broadway on the east, Rockingham Park Boulevard on the south, and Mall Road and Pleasant Street on the west, known as. Electrical Raceways fabricated metal enclosure placed behind internally illuminated dimensional letters for housing low voltage wiring and power adapters. Face-lit illumination internal to a sign or dimensional letter that illuminates a the translucent face of the sign or letter. Flag appliqué or printed graphics on a fabric materials secured to a freestanding pole with internal halyard for raising and lowering the flag or banner. Frontage the continuous length of the lot bordering or building façade facing a public or private roadway, interior courtyard/parking area, or major pedestrian pathway, and excludes service alleyways. Halo-Lit illumination internal to a sign element or letter in which the light is cast onto the wall surface behind the letterform or sign causing a halo of light that silhouettes the element again the illuminated wall surface. Page 4
Height shall be defined in accordance with the International Building Code and its commentary, as amended. [Added 2000 Town Meeting; amended 2008 Town Meeting] Kiosk Building a small freestanding building or structure typically with a service window where people can buy things such as food or small merchandise and magazines. Mount the structure or surface upon which Antennae are mounted, including the following four types of Mount: (1) roof mounted or mounted on the roof of a building; (2) side mounted or mounted on the side of a building; (3) ground mounted or mounted on the ground; (4) structure mounted or mounted on a structure other than a building. Pylon, Tenant Directory permanent, freestanding, vertical oriented sign located at the main points of entry to the District for the purposes identifying the District and its principal tenants. Residential any apartment, townhouse, or condominium building or tenant. Push-thru Letter dimensional translucent acrylic letters pushed through cutouts in a sign panel, and back-lit from within the sign. This results in illuminated letters on an opaque background. Sign any device, structure, fixture, or placard using graphics, symbols, and/or written copy designed specifically for the purpose of advertising or identifying any establishment, product, goods, or service, or otherwise for the purpose of providing information. Sign, Advertising Display Area the advertising display surface (copy area) which would enclose all parts of the sign. The structural supports for a sign, whether they be columns, pylons, or a building, or any part thereof shall not be included in the advertising area. On a freestanding sign, such area shall be calculated as the maximum projected area of the sign. Sign, Billboard a non-point-of-sale sign which advertises a business, organization, event, person, place, or thing. Sign, Changeable Copy a sign that is designed so that characters, letters, or illustrations can be changed or rearranged either manually in the field (i.e. reader-boards with changeable letters) or electronically in the form of digital LED graphics and text. Sign, Directional those signs located at key decision points within the District and at the point of access/egress directing traffic in and out of the site. Sign, Freestanding a sign supported upon the ground by poles or braces and not attached to any building. Sign, Gateway a permanent, freestanding or monument sign located at the entrances or along the boundaries to the District for purposes of welcoming visitors and identifying the District and up to three principal tenants. Sign, Identification a sign whose copy is limited to the commercial name and address of a building, institution, or person and/or to the activity or occupation being identified. Sign, Marquee electronic digital sign integrated with an entrance canopy or building façade for the display of changing information pertaining to events, performances and films, for theater, cinema or event venues. Page 5
Sign, Monument any freestanding sign integrated with the landscape or landscape wall feature, typically low and horizontally proportioned, for purposes of identifying the District or a tenant. Monument signs incorporate secondary wayfinding information as well. Sign, Off-site any sign which does not advertise the name, address, business, and/or products of the site on which it is located. Sign, Primary Building sign mounted to a building that is the principal identification for a residential or commercial tenant, in the form of a wall, projecting, canopy or awning sign. Sign, Projecting a sign, other than a flat wall sign, which is attached to and projects from a building wall or other structure not specifically designed to support the sign. Sign, Regulatory any freestanding or wall mounted sign used for the purposes of managing, controlling, or regulating parking and pedestrian behaviors. Sign, Roof any sign erected over or on the roof of a building. Sign, Seasonal building mounted sign panel or banner that changes seasonally for purposes of advertising seasonal merchandise, for commercial tenants 250,000 square feet or greater. Sign, Site any sign located throughout the District for the purposes of identifying the District and its principal tenants, wayfinding for visitors and residents, place making, and regulating vehicular and pedestrian parking. Sign, Supplemental Building any sign mounted to a building for purposes of conveying additional information or graphics that augment a tenant s Primary Building Sign. This may include Storefront Blade Signs, Graphics on Awnings, Display Window Graphics, Tagline Sign, Shop-within-Shop Sign, Entry Identity Sign, Door Identity, Egress/Entrance Identification Signs and Seasonal Sign Panel. Sign, Temporary a sign not constructed or intended for long-term use. Sign, Traffic Control any freestanding sign used to manage and control vehicular movements within the District. Traffic Control Signs must conform with the U.S. DOT, Manual on Uniform Traffic Control Devices (M.U.T.C.D.) Sign, Canopy signs secured atop, to the face or suspended below a canopy structure front of a building. They may be parallel with or placed perpendicular to the building. Sign, Wall painted, dimensional, or recessed individual letters or logos mounted parallel to the building face, either independently or within a geometric shape, that also has dimension, and confined within the limits of the outside wall of any building and supported by such wall or building and which displays only one advertising surface. Sign Zone area of building wall designated for signage or graphics. Tagline phrase or words that accompany a primary building sign that describe the products or services being provided. Tenant Individual, institution, business or other commercial entity applying for a Town issued permit to install building mounted or freestanding signs within the limits of their leased or owned property. The term Tenant and Applicant are interchangeable in these standards. Page 6
(4) Allowable Signage The following are types of signs allowed by different tenants and users and special conditions. Subsequent sections establish standards of quality and appearance, and restrictions on size and quantity of each type of sign for different tenants and users, and building square footages. (a) Commercial Tenants [1] Retail and restaurant tenants in the District are permitted a combination of Primary Building Signs, a Storefront Blade Sign, Supplemental Building Signs, and signs within display window areas, as defined in Sections I.(7), (8), (9) and (13). [2] Retail tenants in standalone buildings are permitted one Freestanding Sign at an entrance drive into dedicated parking areas, in addition to Primary Building Signs, as defined in Section I.(10). [3] Tenants located within the occupancy space of a larger Tenant occupancy, with its own related customer identity, and associated with that destination s own exterior storefront and/or entranceway are permitted a Primary Building Sign, as defined in Sections I.(7). [4] Theaters, Cinemas and Conference tenants in the District, in addition to the allowable signs indicated in Section I.(4)(a)[1] are permitted an electronic changeable marquee sign, as defined in Section I.(11), subject to special design review and conditional use permit. Primary Sign Supplemental Tagline Sign Storefront Blade Sign Commercial Tenants are permitted a combination of Primary and Supplemental Building Signs Graphics in Display windows Page 7
[5] Hotel tenants in the District are permitted a Primary Sign, a Freestanding Identification Sign at an entrance drive to a dedicated parking area, and a Supplemental Entry Sign, as defined in Sections I(7), and (9)(c) and I(10). [6] Office and Medical Office tenants are permitted a Primary Sign as defined in Section I(7). A Primary Sign is permitted for a tenant in a building with multiple tenants, provided the tenant occupies 50 percent or more of the building s gross square footage. [7] Office and Medical Office building tenants who are the sole occupant of the building, are permitted one Freestanding Sign at an entrance drive into a dedicated parking area, as defined in Section I.(10). (b) Residential Buildings [1] Residential buildings in the District, including multi-family apartment buildings, and townhouse and condominium developments are permitted a Freestanding Identification Sign at entrance drives to dedicated parking areas, and an Entry Sign for each building in the complex, and an Address Sign as defined in Sections I.(7)(8), (9) and (10). Commercial and Residential Tenants are permitted a Freestanding Identification Sign (c) District-wide [1] The District is permitted the use of Site and Identity Signs as defined in Section I.(14) for identifying the District and it s principal tenants, vehicular and pedestrian wayfinding, and place-making. These may include a combination of Gateway Signs and Tenant Directory Pylons at principal entrances, Freestanding Signs at the entrances to dedicated parking areas for Office and Medical Office buildings, Vehicular Directional Signs, Pedestrian Directories, Street Name Signs, and Banners. [2] Traffic Control and Parking Regulatory Signs shall be provided District-wide to control vehicular traffic, regulate parking, and for public safety. These signs shall conform to the Manual on Uniform Traffic Control Devices and are not regulated under these provisions. [3] Temporary signs for new business openings and District events are permitted for a maximum of thirty (30) days and shall be equal to or less than the square footage allowed for Primary Signs, as defined in Section I.(7). WEST PARK DISTRICT The District is permitted the use of Site Identity Signs such as a Gateway Sign, as well as a variety of vehicular and pedestrian wayfinding signs. (d) Dedicated Parking Areas [1] Commercial and Residential Buildings with dedicated vehicular entrance drives and parking lots are permitted the use of Parking Management and Regulatory Signs as defined in Section I.(15) and Flag Banners (I.(12), within the bounds of the tenant s access roadways and parking lot area. [2] The purpose of Parking Management and Regulatory Signs shall be for the management and regulation of vehicular traffic, parking uses and restrictions, customer and delivery loading zones, and shopping cart storage, and to enhance the safety of pedestrians through these parking and vehicular drive areas. Commercial and residential buildings with dedicated entrance drives and parking lots are permitted the use of Parking Management and Regulatory Signs. Page 8
[3] While size and quantity limitations for these signs are not specified in these regulations, Tenants shall make every effort to limit the quantity and size of Parking Management and Regulatory Signs to avoid oversignage and clutter, and shall submit preposed designs and plans to the Landlord or Town s peer reviewer for review, prior to proceeding. [4] The purpose of Flag Banners in rows, circles or clusters are to provide a festive and kinetic visual statement that welcomes customers and guests. (e) Art/Environmental Graphics [1] The integration of art into the landscape of the District and Commercial and Residential buildings and their sites, is permitted. This may include sculpture, painted or photographic murals, three dimensional or environmental graphics, historic interpretive graphics and images, as well as re-purposed signage or markers from the site. [2] The primary purpose of integrating artwork into the site or a building is to enhance the sense of place and identity of the District, to strengthen the identity of a Tenant or building use, and to enliven and activate the landscape and streetscape. The incorporation of Brand logos and graphics is not permitted. Logos and brand graphics will be regulated as signage. The integration of art into the landscape of the District and Commercial and Residential buildings and their sites is permitted. This includes storefront applications of sculpture and murals. Signage Dimensional Guide Page 9
[3] As indicated in section I(1)(c)[6], proposals for art/environmental graphics will require a Conditional Use Permit and subject to a special design review and approval by the Town Planning Board. [4] Non-commercial flags are permitted within the District and shall not be regulated as signs. (5) General Signage Standards (a) Except where otherwise specified, allowable area of a sign shall be measured based on the Signage Dimensional Guide below: (b) Signage shall be integrated into overall building design either in a sign zone, integrated with an entrance canopy or pergola, and awnings, or as cantilevered signs mounted perpendicular to the building face. All signage shall be installed so as not to obscure or damage architectural features such as windows and trim elements. Exceptions will be considered for buildings that are predominantly glass or windows. Halo Back-lit Letters (c) In general, signs shall not be located so that any part is above the roof line. For kiosk type buildings or other special conditions roof top signs may be permitted but are subject to special review and approval. (6) Appearance / Design Face-lit Letters (a) The use of logos is encouraged. Type styles should be limited to no more than two per sign. Signs that are three dimensional are encouraged, with the use of geometric shapes and colors that complement the colors of the retail building. (b) Lighting may be either externally directed onto the sign, internally illuminated or halo back-lit. External fixtures should be consistent with the architecture of the building, or concealed. Wiring should be concealed within building molding and lines. Lighting should be mounted at an oblique angle to eliminate glare. Sign Lighting shall conform to the requirements defined in Section I.(16). Combination of Halo Back-lit and Face-lit Letters (c) No signmaker s labels or other identification, (including UL label), are permitted on the exposed surfaces of signs, except as may be required by building code. (d) No ornamental hardware used to attach signs to storefronts may be exposed to view except for blade or projection signs. (e) Illuminated Lettering on signs shall conform to one of the following formats: [1] Halo Back-Lit Letters - Individual reverse channel letters with strip lighting elements inside the letter which cast light behind the letter against an opaque sign panel or wall surface. Source of light shall be completely concealed. [2] Face-Lit Letters - Individual dimensional channel letters with translucent face and opaque sides and strip lighting elements inside the letters that illuminate the face of the letters. All translucent faces shall be covered with translucent matte vinyl film. Polished acrylic faces on letters are prohibited. [3] Reverse channel letters with linear LED or exposed neon in-line lighting Reverse Channel Letters with In-line Lighting Acrylic Push-thru Letters Page 10
is permitted but is subject to special review and approval. [4] Sign cabinet with Acrylic push-thru lettering - Internally illuminated dimensional sign with opaque face and side and cut-acrylic lettering cutout of the face and pushed thru. All translucent faces shall be covered with translucent matte vinyl film. Polished acrylic faces on letters are prohibited. Cabinet shall be constructed to avoid all light leaks. (7) Primary Signs (a) The area and quantity of Primary Signs are limited based on linear feet of the Tenant s or Applicant s building frontage, and square footage of leased space per the table below. (b) Tenants fronting on more than one public right-of-way may not combine allowable square feet for one building frontage with that of another building frontage for the purpose of placing the combined area of signs on one build- Primary Building Signs - Wall/Canopy/Awning Linear Feet of Tenant Building Frontage SF of Leased Space Sign Area Multiplier (# SF per Linear Feet of Tenant ) Max Sign Area per Tenant Building Frontage on Private-way Max Sign Area per Tenant Building Frontage Facing Public ROW < 500 feet < 80,000 SF 1 SF 100 SF/Sign 100 SF/Sign < 500 feet 80,000 SF 1.5 SF 200 SF/Sign 200 SF/Sign 249,999SF Qty of Primary Signs per Tenant Building Frontage 1 (Maximum 2 for Tenants with multiple frontages) 1 (Maximum 2 for Tenants with multiple frontages) >500 feet 250,000 SF and above 1.5 SF 370 SF/Sign 210 SF/Sign 2* * For Frontages facing a Public-Right-of-Way, only one (1) primary sign is permitted. Primary Building Signs - Projecting Sign Area Multiplier (# SF per Linea Feet of Tenant ) Max Sign Area per Tenant Building Frontage Qty of Primary Signs per Tenant Building Frontage 1 SF 75 SF/Sign 1 (Maximum 2 for Tenants with multiple frontages) Page 11
ing frontage. (c) Primary Signs shall not fall below 10 feet above finished grade. In general, signs shall not be located so that any part is above the roof line, unless otherwise noted. A tenant or applicant that occupies more than one floor or is on an upper level is permitted a sign on the upper level or at the top section of the building within a parapet or top wall section. (d) Primary Signs shall include one of the following categories: [1] Wall Sign Wall signs may consist of dimensional, or recessed individual letters or logos mounted to the building fascia, either independently or within a geometric shape, that also has dimension. Wall signs should be integrated with the architecture of the building, located in a designated sign zone of a storefront if applicable, or in coordination with the building fenestration. Wall signs may not project more than 10 inches beyond the face of the building. Primary Wall Sign [2] Canopy Sign Individual dimensional letters or logos bracketed above or off of the face of a canopy or pergola structure along the elevation of a building. Primary Canopy Signs that fall below the bottom of the canopy must be a minimum of 10 feet above the finished grade and shall not project more than 6 inches beyond the face of the canopy. Canopy signs shall be integrated with the design of the canopy and secured to structural components to ensure their stability. Canopy signs shall not exceed the length of the canopy. Primary Canopy Sign [3] Projecting Sign or Banner Identity sign of a retail or dining entity or feature which takes the form of a tall and narrow blade like sign or banner, with support bracketed from the tenant s front or side façade, for tenants that occupy two levels or have a double height storefront. The area of a projecting sign shall be based on one side of the sign. There shall be a minimum of 10ft. of clearance from the bottom of the sign to finished grade, and the sign shall not project more than six feet (6ft.). A minimum of two feet (2ft. of setback from the edge of the sidewalk curb is required. [4] Awning Signs Lettering or logos that are silkscreened, printed, or embroidered into the fabric of a retail storefront or restaurant awning for purposes of serving as the principal building identification. Awnings on the second story of a building shall not be used as a Primary Building Sign. The square footage for Primary Awning Signs shall be measured based on the lettering or logo elements and not the total square footage of the awnings. Primary Projecting Sign Primary Awning Sign Page 12
Primary Sign Types Art/Environmental Graphics Wall Sign TENANT 3 Tenants that occupy levels above the first floor are permitted to have sign on these upper levels TENANT 1 TENANT 2 T1 T1 T2 T2 T3 T3 T4 T4 T2 T2 Canopy Sign Awning Sign Projecting Sign Buildings 250,000SF or greater with Frontages 500ft. or more. 500 ft. or more Primary Sign Primary Sign WALL SIGN 1 WALL SIGN 2 TAGLINE TO PRIMARY SIGN Exit Entrance Exit/Entrance Sign Exit/Entrance Sign Supplemental Tagline Sign Page 13
(8) Storefront Blade Sign (a) Each Retail and Restaurant tenant shall provide one Storefront Blade Sign per frontage facing a private-way. Storefront Blade Signs are not permitted on a frontage facing a Public Right-of-Way. The Storefront Blade Sign is to be attached to Tenant s storefront at a minimum 7 6 from the bottom of the sign to finished grade, and shall not project off of the facade more than four feet (4ft.) (b) Each Storefront Blade Sign may be externally or internally illuminated. External illumination shall be with two lights (one light on each sign face or panel) either integrated with the sign or building mounted. Internal illumination shall conform with Sections I.(6)(e) and I.(17)(a-c). The size of the Storefront Blade Sign shall not exceed 10 square feet as measured on one face of sign, and shall be in addition to the allowable area for the Primary Sign. Storefront Blade Sign - Internally Illuminated (c) The Storefront Blade Sign may be square, round, elliptical or other shape. Complex shapes and three-dimensional letters or figures are encouraged. Formed plastic, injection molded plastic, and internally illuminated panels are prohibited. (9) Supplemental Storefront Signs Each tenant is permitted to augment their Primary Sign with Supplemental Storefront Signs on each of their frontages facing a private-way. For frontage facing a public right-of-way, tenants are allowed only one of the following three (3) types of Supplemental Building Signs, in addition to their Primary Sign. Unless otherwise noted, supplemental sign area is included in the total allowable sign area for Primary Signs. Storefront Blade Sign - Externally Illuminated Supplemental Storefront Signs shown with Primary Signs Primary Sign Primary Sign Logo or Lettering on Awning Logo or Lettering on Awning TENANT 2 TENANT 3 TENANT 2 TENANT 2 3 Tagline Sign Primary Sign TENANT 1 TAGLINE TENANT 3 TAGLINE TENANT 3 TAGLINE Tenant 2 TENANT 1 TENANT 3 Entry Sign Storefront Blade Sign Tagline Sign Page 14
(a) Graphics on Awnings. In addition to a Primary Building Sign tenants are permitted to incorporate patterns, graphics, or smaller lettering or logos into storefront or restaurant awnings. The following design requirements apply: [1] Awnings shall be made of fire resistant, water repellent marine fabric (i.e., canvas) or may be constructed of metal or glass. Vinyl or vinyl-coated awning fabric will not be permitted. [2] Patterns, graphics and stripes are encouraged. Colors should accent the building and street design. [3] Continuous, uninterrupted awning spans are not permitted. Fixed awnings shall not span numerous store fronts. The awnings should delineate storefronts on a multi-tenant building. The Awning shall fit within each individual bay and shall not obstruct any base building mechanical louvers located above the Tenant storefronts. Supplemental Signs - Graphics on Awnings. Patterns and colors are encouraged. [4] If the awnings include a valance, it shall be provided with concealed weights or a frame so as to prevent the valance from excessive movement in high winds. [5] Internally illuminated awnings are not permitted. However, down lighting that is intended to illuminate the Sidewalk under an awning may be provided. All lighting under a canopy shall be cutoff or recessed, with no lens dropping below the horizontal plane of the canopy. [6] A screen printed tenant logo may be permitted on the awning slope. However, this may not exceed 10% of the awning slope area. The tenant name or logo may be screen printed on the valence of the awning. The valence on an awning may not exceed ten inches (10 ) in height and the letters shall not exceed six inches (6 ) in height, nor exceed 60% of the length of the section of awning. Typeface and color of letters or logo shall be at the discretion of the tenant. If logos or lettering are incorporated, they shall be deducted from the total square footage allowed for Primary Signs. Supplemental Signs - Graphics on Awnings. The valence on an awning may not exceed ten inches (10 ) in height and the letters shall not exceed six inches (6 ) in height. [7] Any framing members and armatures or brackets should match the material and color of the storefront unless a different material enhances the overall design intent. Page 15
(b) Tag Line to Primary Sign [1] Concise additional signage-text as complement to a Primary Building Sign. The tag line is limited to being a concise clarification of Tenant s use type (maximum seven syllables). [2] Tag Line lettering shall be located in the primary storefront sign band area or adjacent to the Primary Sign, and must be discernibly smaller in height and area than the primary storefront sign. [3] The area of a Tagline sign shall be a function of the building frontage and the Tenant square footage as indicated in the table below. (c) Entry Sign [1] A wall or canopy sign, in addition to the Primary Building Sign, located directly above the principal entrance and exit to a commercial building to reinforce the point of entry, when the principal building entrance is asymmetrical to the main storefront or on the corner of the building, or when the entrance and exit need to be identified from a distance or parking area. Supplemental Signs - Tagline to Primary Sign [2] A building name or number mounted above the entrance to a residential building, on the fascia, transom, or bracketed to the entrance canopy. [3] Consisting of dimensional letters or logo the Entry Sign must be discernibly smaller in height and area than the Primary Building Sign, to establish a clear hierarchy. [4] The area of the Entry Sign shall conform with the table below. Tagline Signs SF of Leased Space Sign Area Multiplier (# SF per Linear Feet of Tenant ) Max Sign Area per Tenant Building Frontage Quantity per Tenant Building Frontage Supplemental Signs - Entry Sign < 250,000 SF 0.30 SF 30 SF/Sign* 1 (Maximum 2 for Tenants with multiple frontages) 250,000 SF and above 0.30 SF 175 SF/Sign** 1 (Maximum 2 for Tenants with multiple frontages) * Tenants less than 250,000sf must subtract the area of the Tagline Sign from the total allowable sign area. ** Tenants of 250,000sf or more, the area of the Tagline Sign may be in addition to the total allowable sign area. Entry Sign SF of Leased Space Sign Area Multiplier (# SF per Linear Feet of Tenant ) Max Sign Area per Tenant Building Frontage Quantity per Tenant Building Frontage < 250,000 SF 0.30 SF 20 SF/Sign* 1 (Maximum 2 for Tenants with multiple frontages) 250,000 SF and above 0.30 SF 65 SF/Sign** 1 (Maximum 2 for Tenants with multiple frontages) * Tenants less than 250,000sf must subtract the area of the Entry Sign from the total allowable sign area. ** Tenants of 250,000sf or more, the area of the Entry Sign may be in addition to the total allowable sign area. Page 16
(10) Freestanding Identification Signs (a) A dimensional sign panel, logo or lettering mounted to a landscape wall, or a freestanding dimensional fabricated metal pylon, or a freestanding posts and panel sign. (b) Signs should be located adjacent to a lot or building entrance, oriented either perpendicular to the primary roadway, or set back and parallel. (c) The sign height shall not exceed 15 feet, with a minimum setback of twenty (20) feet from the right-of-way. Signs integrated with a landscape wall shall conform to the right-of-way setback of the wall and shall not project beyond the face of the wall more then four inches (4 ). (d) The sign area shall be based on one side and restricted to the sign panel, excluding any bases, structures, walls, or posts. The sign area shall be limited to 1 square foot per linear feet of Lot frontage, or 100 square feet, whichever is less. (e) Signs shall be either externally illuminated from the ground plane or internally illuminated with opaque sign panels. (f) Tenants are encouraged to integrate Freestanding Identification Signs with the site landscaping, making use of stone walls or other hardscape. (g) All Freestanding Identification Signs must incorporate the property s street address. (11) Marquee Sign (a) Electronic/digital LED signs for cinemas, theaters or conference centers to display information and graphics for current shows, performances and events. (b) In general, Electronic/Digital Marquee signs must be incorporated into the architecture of the building and whenever possible the entrance canopy, for a seamless integrated result, and are subject to special design review by the Landlord and conditional use permit by the Town Planning Board. Freestanding Identification Signs (c) Marquee signs are limited to building frontages that have the principal building entrances. (d) The area of a Marquee Sign shall conform to the allowable area for Primary Signs, as indicated in the table under Section I.7.(a), and shall be in addition to the allowable primary sign area. (e) Proposals for Electronic Marquee Signs must include a video clip of a typical message and graphic sequence. Digital Marquee Sign integrated with entrance canopy Page 17
(12) Flag Banners (a) A row, circle or cluster of flag banner poles with internal halyard rigging for the purposes of displaying banners or flags to create a festive and kinetic visual statement. A maximum of eight (8) poles are permitted for a stand of flag banners. (b) Poles shall be standard heights between 25-40 feet maximum, and banners or flags shall not exceed 120sf. (c) Content may include a tenant logo, color fields and images, or graphic patterns and art. Flag banners shall not be used to advertise sales or merchandise. (13) Retail Ephemera and Storefront Displays Retail tenants are allowed to display graphics and information on or behind storefront display windows, as well as temporary sidewalk displays, as follows: Flag Banners (a) Window Graphics Graphics applied to the inside or outside surface of display windows may be permitted provided, however, that such graphics shall not cover more than 10% of the display window area and shall be lighted only by building illumination (white non-flashing). (b) Sale Poster Posters for advertising sales are permitted behind storefront windows within the display area, provided they do not block more than 30% of the total area of the display windows and are suspended rather than applied to the glass. (c) Door Identity Logos or lettering can be applied to doors or integrated with door-pull hardware, at customer entries. Door identity graphics shall not exceed 1 square foot for each door leaf Display Window Graphics (d) Temporary Sidewalk Displays Retail tenants and restaurants are permitted one portable temporary sign provided they are consistent with the design of the storefront and tenant identity with high quality materials and distinctive design, and do not obstruct the flow of pedestrian traffic. The display area shall not exceeed six (6) square feet, with a width no greater than 24inches. Sidewalk displays shall be restricted to within the limits of the District and shall not be visible from the Public ROW. (e) Address Sign Each non-residential tenant shall display the suite number or building address on their façade to allow for identification of the premises. The suite numerals or address are to be applied on the interior of the storefront glazing. Tenants within an office or medical office building are not required to display their suite number on the exterior of the building. Final Address Sign design is subject to the approval of the Fire Department. Door Identity Sign (f) If tenant has a non-customer door for receiving merchandise, tenant shall place only its suite number on that door. Numerals shall be mounted to the exterior face of the door. Where more than one tenant uses the same door, each suite number may be applied. Permitted portable that is consistent with the storefront design and tenant identity. Page 18
(14) District Site and Identity Signs (a) Gateway Signs. [1] A permanent, freestanding sign located at the District boundary and along or adjacent to each principal point of entry for the purposes of identifying the District. [2] Gateway signs may be provided on both sides of an entrance roadway to provide visibility from multiple directions. [3] May include the identification of up to three principal tenants in addition to the District Identity. The combined area of sign faces (District ID plus Tenant IDs) may not exceed 100 square feet in area, excluding the base, landscape wall area, or structure, and based on a single side. Gateway with principal tenant panels. [4] The height of the gateway sign may not exceed ten (10) feet above grade, measured from the average grade around the base of the sign to the top of the main body of the sign, and shall conform to the setback requirements for Freestanding Signs, Section I(10)(d). [5] Signs such as those applied to stonewalls or traditional fencing that are consistent with the architecture of the surrounding area are encouraged. [6] Gateway signs may combine external illumination with internally illuminated sign elements such as halo back-lit lettering and logos. (b) Tenant Directory Pylon [1] A permanent, freestanding sign located at the principal point of entry to the District in lieu of a District Gateway Sign for the purposes of identifying the District and up to 4 principal tenants. [2] The height of the Directory Pylon may not exceed 20 feet at any part. Tenant Directory Pylon [3] The total square footage of display area of a Directory Pylon shall not exceed 100sf. [4] The Tenant Pylon Sign may be illuminated through a combination of external and internal illuminated, integrated with the structure of the sign and sign panels. [5] The minimum setback shall be 20 feet from the right-of-way. (c) Freestanding Office and Medical Office Building Tenant Directory [1] A permanent, freestanding sign located at the entrance to a dedicated parking area for the purpose of identifying the tenants in a multi-occupancy office or medical office building. Freestanding Office Building Tenant Directory [2] The freestanding office tenant directory sign shall conform to the requirements of section I(10) Page 19
(d) Wayfinding Directional Signs. [1] Installation of signs providing wayfinding information for both pedestrians and vehicular traffic is encouraged. [2] Permanent, freestanding vehicular directional signs shall be permitted. The signs shall not be suspended or placed so as to overhang a Traveled Way or public way. [3] No individual sign can exceed (30) square feet in area. [4] An individual sign may not be higher than fifteen (15) feet above grade. The height of a vehicular directional sign will be measured from the average grade around the base of the sign to its highest point the top of the main body of the sign. [5] The content of the signs should emphasize the entire District and its diverse mixed-use nature. The sign may reference both commercial and residential components, however, it should not display advertisments. Messages should be limitd to directional information. No individual tenant will be allotted an area on the sign in excess of 48 horizontally and 24 vertically. Vehicular Directional Sign [6] The number of District-wide wayfinding signs should be kept to a minimum, limited to essential information at major intersections and decision points. [7] Such a sign may be lighted internally, or indirectly with up-lighting, but may not be lighted by flashing or intermittent lights. (e) Pedestrian Directories Pedestrian Directional Sign [1] Installation of directories to enhance pedestrian orientation and wayfinding is permitted. Directories may be double sided and provide visitor informational orientation to the property including a roster of tenants, tenant advertising and events information. [2] Tenant directories may be conventional static poster graphics in a case or an electronic digital LED or LCD display in an environmental enclosure suitable for exterior use. Digital directories shall not display video or animated graphics and will be limited to changing poster-like graphics. (f) Street Name Signs Pedestrian Directory [1] Street Name Signs help both orient pedestrians and vehicular traffic and reinforce the sense of place for the property. [2] Street name signs shall be double sided non-illuminated. (g) District Banners [1] Building mounted banners shall be a non-rigid material such as cloth or vinyl and mounted along pedestrian walkways and portals. Banners may include the District Identity and major tenants to help orient visitors. [2] Building mounted banners may be projecting or flush mounted. [3] Seasonal banners not in excess of ten (10) square feet may be permitted on light posts along roadways. District Street Name Signs District Banners Page 20
(15) Parking Management and Regulatory Signs (a) Parking Directional Signs A freestanding sign used to direct vehicular traffic within a parking lot or tenant access drive. (b) Pedestrian Notice Signs Freestanding single post and panel signs and panels secured to structures used to provide information to customers and visitors pertaining to use of the site and facilities, and shopping cart storage. (c) Parking Zone Identification Signs Freestanding single post and panel sign or panel mounted to a light pole for designating zones within a large parking lot, to help orient customers and visitors. Parking Management and Regulatory Signs (d) Parking Space Identification Signs A small freestanding single post and panel sign used to identify restricted parking spaces such as accessible spaces, electric vehicle spaces, reserved staff spaces, etc. (e) Loading Zone Signs - Suspended or wall mounted signs for identifying receiving and customer loading zones. (16) Prohibited Sign Types. The following is a list of prohibited sign types and materials which supplement the Town Sign Ordinance Section 7:2.5 Prohibited Signs and Materials: Vacuum formed plastic signs (a) Registration R mark or trademark TM symbols, affixed either to sign or sign band. (b) Signs employing luminous vacuum formed plastic sign panels. (c) Signs employing un-edged or uncapped plastic logos or letters with no returns and exposed fastenings. (d) Signs or lights that flash or make noise. Such shall include commercial balloon devices, high powered search lights. Box style cabinet sign with illuminated, translucent face (e) Box style cabinet signs or can signs with illuminated, translucent background and silhouette, translucent or acrylic letters. (f) Signs utilizing paper, cardboard, Styrofoam signs, stickers or decals hung around, on or behind storefronts applied to or located behind the storefront glazing. (g) Any imitation of official traffic signs or signals or use of such words as stop, look, danger, go slow, caution, or warning are prohibited. (h) No red or green lights or any lighting effect utilizing such colors used on any sign if, in the opinion of the Chief of Police, such light or lighting would create a hazard to the operation of motor vehicles. Exposed electrical raceways that are not inherent with the tenant logo are identity graphic, or that is not integrated with the architecture. (i) Portable temporary sidewalk signs of poor quality, or with replaceable letters which may be moved from one location to another. Portable temporary signs shall conform with Section I.13.d. (j) Exposed electrical raceways such as painted metal boxes on which internally illuminated dimensional letters are mounted are prohibited. However, portions of logos and graphics may be used as raceways. Prohibited plastic portable signs with replaceable letters Page 21
(17) Sign Lighting (a) Primary Sign Lighting [1] Point source lamps with spread lens or general distribution aimed back at sign are encouraged. [2] Building mounted lighting must be aimed at sign so that at least 80% of light distribution is contained on sign face or within the area of the letters. No light trespass is allowed off building face on which sign is mounted and lamp visibility from pedestrian viewpoint shall be minimized. [3] Maximum arm length allowed for building mounted sign lighting is 48 inches. Primary Sign Lighting - Building Mounted Lighting [4] Low profile fixtures are encouraged, e.g., MR16 sources with a linear spread lens to diffuse light in a rectilinear, instead of circular, pattern. Linear sources shall be no wider than the sign width. [5] Transformers, if required, shall be remote and screened from view. [6] Wattage Limitations Compact fluorescent sources shall be no more than 18W. Tungsten halogen sources shall be no more than 20W. Metal halide and reflector lamp LED (solid state lighting) sources shall be no more than 20W. Linear LED sources shall be less than 6 watts per linear foot. [7] Where internally lit signs are provided, back lit letters, translucent pushthrough acrylic letters and individual internally illuminated dimensional letters are encouraged. Primary Sign Lighting - Internally Illuminated Letters (b) Canopy Sign Lighting [1] Illumination for lettering on canopies shall conform with section I.(17).a. Internally illuminated lettering is encouraged. [2] Back plates for silhouetting back-lit letters shall be provided for each individual letter, cut to match the shape of the letter. (c) Projecting Sign and Banner Lighting (Including Blade Signs) [1] One fixture per sign/banner side is permitted. [2] Fixture shall be mounted directly on the sign or on the sign s extension arm from building, or building mounted. Projecting blade signs may be internally illuminated as well. Primary Sign Lighting - Internally Illuminated Canopy Letters [3] Maximum arm length allowed for fixture is 36 inches. [4] Tungsten halogen or point source lamps are recommended. [5] Maximum lamp wattage shall be 20W. Externally and internally illuminated projecting blade signs Page 22
(d) Gateway and Monument Style Signage [1] Luminaires shall be ground-mounted and directional. [2] A minimum of 80% of beam spread shall be contained on the sign panel surface by means of appropriate aiming, beam spread, lenses and optical accessories including fixture hoods, barn doors or shields. No light trespass is allowed off of structure or surface on which sign is mounted. [3] Maximum horizontal spacing of fixture from sign is 6 feet. [4] Transformers, if required, shall be remote and screened from view. [5] Maximum maintained foot-candle level on the sign face shall not exceed 10 foot-candles. [6] The use of back-lit letters on signs is encouraged for letter recognition and visual interest. Gateway Monument with ground mounted luminaires (e) Wayfinding Signage [1] Luminaires shall be ground-mounted and directional. [2] Only one (1) luminaire shall be allowed per sign face. [3] A minimum of 80% of beam spread shall be contained on the sign panel surface by means of appropriate aiming, beam spread, lenses and optical accessories including fixture hoods, barn doors or shields. No light trespass is allowed off of structure or surface on which sign is mounted. Gateway Monument with internally illuminated lettering [4] Maximum horizontal spacing of fixture from sign is 6 feet. [5] Transformers, if required, shall be remote and screened from view. [6] Maximum maintained foot-candle level on the sign face shall not exceed 10 foot-candles. (f) Flag and Banner Poles [1] Fixtures shall be above ground-mounted and directional. Fixtures mounted to the top of the pole are prohibited. [2] Three fixtures per pole positioned at 120 apart is recommended to cover all wind directions, and to provide even illumination. [3] The horizontal spacing of the fixtures from the pole shall be based on the height of the pole, with 1/3 the height of the pole as a recommended setback. [4] Luminaires should be aimed appropriately at the center of the flag or banner and provided with full or upper visor to reduce unwanted spill light. No light trespass is allowed off of structures. [5] The horizontal spacing of the fixtures from the pole shall be based on the height of the pole, with 1/3 the height of the pole as a recommended setback. [6] Transformers, if required, shall be remote and screened from view. Page 23
Public Right-of-Way Private Way Salem Sign Code Buildings <80,000SF Buildings 80,000SF 249,000SF Buildings 250,000SF and above Buildings <80,000SF Buildings 80,000SF 249,000SF Buildings 250,000SF and above Wall Sign 1 Quantity 1 Per Frontage 4 Sign Area Multiplier (# SF per Linear Frontage) Maximum Sign Area 2.5 1 1.5 1.5 100SF 100SF 200SF 210SF 1 1.5 1.5 100SF 200SF 370SF District Sign Standards Comparison Tables Maximum Depth Projecting Sign 2 Not Addressed 10 10 10 10 10 10 Wall Signs and Projecting Signs Quantity 3 1 (0-300 Frontage) 2 (399+ Frontage) Sign Area Multiplier N/A 1 1.5 1.5 1 1.5 1.5 Maximum Sign Area Based on building height and depth of sign 75SF 75SF 75SF 75SF 75SF 75SF Minimum Clearance 10 10 10 10 10 10 10 Minimum Setback from edge of curb 2 2 2 2 2 2 2 Maximum Depth (as measured from building facade) 6 6 6 6 6 6 6 Maximum Height 3 above Building Top of sign shall not fall above roof line. Top of sign shall not fall above roof line. Top of sign shall not fall above roof line. Top of sign shall not fall above roof line. Top of sign shall not fall above roof line. Top of sign shall not fall above roof line. March 20, 2018 Notes: 1. For purposes of comparison, Wall Sign encompasses the sign types defined under Primary Signs in the Sign Standards, which includes signs mounted to walls, canopies and awnings. 2. For purposes of comparison, Projecting Sign is similar to the Projecting Signs defined under Primary Signs in the Sign Standards. 3. The Salem Sign Ordinance specifies that projecting signs are in lieu of Freestanding Signs. The District Sign Standards allows both a Projecting Sign and a Freetstanding Sign provided the combined square footage of the two does not exceed the maximum allowable sign area for Primary Signs. 4. For frontages 500ft. or more, tenants are allowed two (2) primary signs, on a private way. Roll Barresi & Associates 48 Dunster Street Cambridge, Massachusetts 02138 t. 617-868-5430 f. 617-497-9603 www.rollbarresi.com
Salem Sign Code Public Right-of-Way Private Way Storefront Blade Sign Not addressed. Not permitted Maximum Sign Area 10sf Supplemental Tagline 1 Salem Sign Code Not addressed. Buildings <250,000SF Buildings 250,000SF and above Minimum Clearance Minimum Setback from edge of curb Maximum Depth (as measured from building facade) Maximum Height 7-6 2-0 4-0 4-0 Quantity 4 Sign Area Multiplier (# SF per Linear Frontage) Maximum Sign Area.30/LF 1 Per Building Frontage.30/LF 30SF 2 175SF 3 District Sign Standards Comparison Tables Freestanding Sign Quantity Sign Area Multiplier Salem Sign Code 1/Lot (0-599 Frontage) 2/Lot (600-899 Frontage) 3/Lot (900 + Frontage) N/A (Freestanding Identification Sign) 1 Per Entrance Drive (Max 1 per lot) 1SF/LF Lot Frontage (Tenant Directory Pylon) 1 Per Entrance Drive 1SF/LF Lot Frontage Supplemental Entry Sign 1 Quantity 4 Sign Area Multiplier (# SF per Linear Frontage) Maximum Sign Area Supplemental Graphics on Awnings 1 Not Addressed Not Addressed.30/LF 1 Per Building Frontage.30/LF 20SF 2 65SF 3 Storefront Blade Signs, Freestanding Signs, and Supplemental Signs Maximum Display Area 100sf 100SF 100SF Quantity 4 1 Per Awning 1 Per Awning Minimum Setback from R/O/W 20 20 20 Maximum Sign Area 10% of sloped area of awning 10% of sloped area of awning Maximum Height 20 15 Roof Signs Allowed Allowed by Special Permit Only 20 Maximum Height of graphics on valance Maximum Length of graphics on valance 6 6 60% of length of awning 60% of length of awning Electronic Animated Sign Board Prohibited LED Marquees allowed for Theaters, Cinemas, and Conference facilities by Special Permit Only. Dimensional parameters same as Primary Signs. Notes: 1. We assume Supplemental Signs are not permitted by the Salem Sign Ordinance if separate from or in addition to Wall Signs, but would be permitted if combined with the wall sign, provided they fall within the total allowable square footage per frontage. 2.The allowable area for Supplemental Signs shall be subtracted from the total allowable square footage for Primary Signs for Tenants less than 250,000sf. 3. The allowable area for Supplemental Signs shall be in addition to the total allowable square footage for Primary Signs for Tenants greater than 250,000sf. 4. For frontages facing a Public Right-of-Way, only one (1) Supplemental Sign in addition to a Primary Sign is permitted under the Sign Standards. March 20, 2018 Roll Barresi & Associates 48 Dunster Street Cambridge, Massachusetts 02138 t. 617-868-5430 f. 617-497-9603 www.rollbarresi.com
Salem Sign Code District Gateway (Freestanding Sign) Quantity 1/Lot (0-599 Frontage) 2/Lot (600-899 Frontage) 3/Lot (900 + Frontage) 1 Per Entrance to the District Maximum Display Area 100sf 100SF Minimum Setback from R/O/W 20 20 Maximum Height 20 District Tenant Directory Pylon (Freestanding Sign) 10 District Sign Standards Comparison Tables Quantity 1/Lot (0-599 Frontage) 2/Lot (600-899 Frontage) 3/Lot (900 + Frontage) 1 Per Entrance to the District, in lieu of a District Gateway Sign District Signs Maximum Display Area 100sf 100SF Minimum Setback from R/O/W 20 20 Maximum Height 20 20 Wayfinding Signs (Not Addressed) 1 Quantity Located at key decision points and entrances to common parking areas. Maximum Display Area 30SF Minimum Setback from R/O/W Maximum Height 2 15 March 20, 2018 Notes: 1. The Salem Sign Ordinance does not address the use of off-site directional signs for vehicular wayfinding throughout a development. Section 7:2.4.2.8 Directional Signs, are specific to small on-site signs that are limited to In, Out, Exit and Enter. 2. Other sign types for the district not addressed by the Salem Sign Ordinance include District Street Name Signs, District Pedestrian Directories, and District Banners Roll Barresi & Associates 48 Dunster Street Cambridge, Massachusetts 02138 t. 617-868-5430 f. 617-497-9603 www.rollbarresi.com