A. Interpretations by director. Interpretations of the requirements of this chapter shall be exercised in light of the city’s content-neutrality policy. Where a particular type of sign is proposed in a permit application, and the type is neither expressly allowed nor prohibited by this chapter, or whenever a sign does not qualify as a “structure” as defined in the California Building Code, then the director of community development shall approve, conditionally approve, or deny the application based on the most similar sign type that is expressly regulated by this chapter.

B. Content Neutrality. It is the city’s policy to regulate signs in a constitutional manner that is content neutral with respect to both noncommercial and commercial messages. For the purposes of this chapter, a content-neutral regulation is a so-called “time, place, or manner” regulation, which, as the name suggests, does no more than place limits on when, where, and how a message may be displayed or conveyed.

C. Message Substitution. Signs authorized by this chapter are allowed to carry noncommercial messages in lieu of any other commercial or noncommercial messages. Substitution of messages may be made without an additional permitting process unless a building permit is required. This provision prevails over any more specific provision to the contrary within this chapter. The purpose of this provision is to prevent an inadvertent favoring of commercial speech over noncommercial speech, or favoring of any particular noncommercial message over any other noncommercial message. This provision does not create a right to increase the total amount of signs or cumulative sign area on a parcel, nor does it affect the requirement that a sign structure or mounting device be properly constructed.

D. Rules for Noncommunicative Aspects of Signs. Rules and regulations concerning the noncommunicative aspects of signs (e.g., number, type, location, size, height, illumination, spacing, orientation, etc.) stand enforceable independently of any permit or review process. (Ord. 690 § 4 (Exh. A), 2018).