City of Franklin, WI
Milwaukee County
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Table of Contents
Table of Contents
A. 
District Intent. The South 27th Street Design Overlay District is intended to:
1. 
Further the implementation of the South 27th Street Corridor Master Plan Amendment adopted by the City of Franklin on January 20th, 2005. Specifically, the plan intends for the South 27th Street Corridor and adjacent areas to:
a. 
Be a local, regional and statewide destination for people to work, live, shop, recreate, and interact with one another.
b. 
Be an attractive center of economic activity in southeast Wisconsin with clearly and conveniently linked strong neighborhoods, beautiful parks and open spaces, and engaging civic and institutional places.
c. 
Serve as a unifying place for the cities of Franklin and Oak Creek, and for Milwaukee County.
2. 
Apply whenever new principal and/or accessory buildings are constructed in the district following the effective date of this ordinance.
3. 
Apply whenever building additions in the district result in an increase in floor area of 50% or more over the floor area of the existing building at the time of the addition.
4. 
Exempt residential uses from compliance with the requirements set forth in this Division.
5. 
Authorize the Plan Commission to waive any of the South 27th Street Design Overlay District Standards by 5 votes of all the members of the Plan Commission provided that supplemental design elements or improvements are incorporated into the project (over and above those which are otherwise required) which compensate for the waiver of the particular standard, or, in the case of parking provisions, where it can be demonstrated that the required parking is excessive or where specified areas are provided for the future provision of additional parking if necessary. In support of the waiver request, the applicant shall detail such supplemental design elements in written and graphical form, and provide an explanation as to the nature of the standards for which the waiver is requested.
6. 
Allow existing structures to remain conforming with regard to this Division.
B. 
District Standards. Properties in the South 27th Street Design Overlay District are regulated by the City of Franklin Unified Development Ordinance in its entirety, and all provisions set forth in this Division, including the following:
§ 15-3.0352 Parking Requirements
§ 15-3.0353 Landscape and Site Design General Standards
§ 15-3.0354 Landscaping Requirements for Off-Street Parking Areas
§ 15-3.0355 Architectural Requirements
C. 
District Area. The requirements set forth in this Division apply to properties included within the area outlined on the map below:
South 27th Street Design Standards
On-site parking shall be provided as set forth in § 15-5.0203. In addition, the following standards apply:
A. 
Parking required and Location Regulated. Not more than 50% of the off-street parking spaces shall be located directly between the front facade of the building and the public street, unless additional buildings in the overall development are or will be located between the main building and the public street. Such additional buildings must be sufficient in size, location, and number to provide an effective visual break between the public street and the parking lot.
B. 
Number of Parking Spaces Limited. Parking lots in which the number of spaces significantly exceeds the minimum number of parking spaces required under § 15-5.0203 are not permitted.
C. 
Potential Parking Reductions.
1. 
Shared Parking. The Plan Commission may authorize as much as a 40% reduction in the area to be paved for non-residential off-street parking stalls when parking is shared by two or more uses provided:
a. 
The reduction does not exceed 40% of the required parking.
b. 
The uses that are sharing parking have peak parking demand at different times.
c. 
Pedestrian sidewalks or paths are provided as safe connections between any uses sharing the parking area.
d. 
A shared parking agreement, signed by all parties, is approved by the City Council, following receipt of Plan Commission recommendations. The agreement shall state a minimum time frame for the agreement to be in effect; provide for ingress/egress easements; and be recorded with the County as a covenant.
2. 
Other Requested Parking Reductions. If a parking reduction is requested for any reason other than shared parking, or a parking reduction beyond 40% is requested for shared parking arrangements, technical documentation shall be furnished by the applicant during the site plan review process to indicate, to the satisfaction of the Plan Commission, that actual off-street parking demand for that particular use is less than the required amount or that sufficient on-street parking is available in the area.
D. 
Land-Banking of Reserved Parking Area. When a parking reduction has been authorized, the Plan Commission may require that sufficient area on the property be held in reserve for the potential future development of paved off-street parking to meet the full requirements. When required, this reserve off-street parking area shall be shown and noted on the site plan, maintained as open space, and developed with paved off-street parking spaces when the City determines that such off-street parking is necessary due to parking demand on the property which exceeds original expectations. The reserve parking area may not be counted as part of any required green space area, nor may it be used as the location of landscaping that is required under § 15-5.0302. The City may require that a letter of credit or other approved financial surety be provided at the time of permit issuance in an amount not to exceed 125% of the estimated cost of parking lot completion, to be exercised at City discretion, should the need for parking lot completion be determined.
A. 
Vision Clearance Necessary. Landscaping and site amenities shall be provided to satisfy the requirements of this Division. All site improvements shall be designed and undertaken in such a way that clear site lines are maintained for the safety and convenience of all pedestrian and vehicular users.
B. 
Coordination of Site Furnishings. Lighting and site furnishings (benches, trash receptacles, bicycle racks, etc.) shall complement the character of the building, and provide an attractive and strong relationship with adjoining properties and the public sidewalk.
C. 
Pedestrian Considerations.
1. 
New streets proposed as part of new developments shall provide "pedestrian friendly" streetscapes.
2. 
Large parking areas shall include walkways to allow safe pedestrian access to the building entrance and to connect the site to adjacent streets and properties. Pedestrian walkways shall be designed with amenities such as special paving treatments (colored paver blocks or textured concrete), lighting (see lighting discussion below) and furnishings to create a pedestrian-friendly character.
3. 
The entire development shall provide for safe pedestrian and bicycle access to all uses within the development, connections to existing and planned public pedestrian and bicycle facilities, and connections to adjacent properties.
4. 
Sidewalks shall be provided along the entire length of any facade containing a public entrance, leaving room for foundation planting beds.
5. 
Pedestrian walkways shall be provided from all building entrances to existing or planned public sidewalks or pedestrian/bike facilities.
6. 
Internal pedestrian walkways shall be distinguished from driving surfaces.
7. 
The building shall provide awnings or other weather protection features within 30 feet of all customer entrances along a building.
D. 
Reducing the Impact of Vehicular Use Areas. For properties such as gas stations — where vehicular circulation is dominant on the site — walkways, landscaping, architectural features and lighting shall be provided to make these areas more attractive and inviting. Decorative fences, walls and/or landscaped edges shall screen front parking areas from the public sidewalk. Screening shall not exceed three feet six inches in height.
E. 
Bicycle and Pedestrian Amenities Required. The development shall provide secure, integrated bicycle parking and pedestrian furniture in appropriate quantities and location.
F. 
Landscaping. On-site landscaping shall be provided per the landscaping requirements found in § 15-5.0302. In addition, the project shall provide:
1. 
Extensive building foundation landscaping for all building frontages facing public streets, parking lots, or residential districts to provide visual breaks in the mass of the building. Building foundation landscaping shall be placed so that, at maturity, the plant's drip line is within 10 feet of the foundation. Canopy/shade trees shall not be used to meet this requirement.
2. 
Screen fences and/or landscaped buffers at property edges, particularly where commercial and light industrial properties adjoin residential properties.
3. 
Off-street parking area landscaping as set forth in § 15-5.0302.
G. 
Central Areas/Features. Each development which contains a building over 50,000 square feet in area shall provide central area(s) or feature(s) such as a patio/seating area, pedestrian plaza with benches, outdoor playground area, water feature, and/or other such deliberately designated areas or focal points that adequately enhance the development or community. All such areas shall be openly accessible to the public, connected to the public and private sidewalk system, designed with materials compatible with the building and remainder of the site, and maintained over the life of the building and project.
H. 
Cart Returns. A minimum of one 200 square foot cart return area shall be provided for everyone 100 parking spaces for any establishment utilizing carts. Cart corrals shall be of durable, all season construction, and shall be designed and colored to be compatible with the building and parking lot light standards. Exterior cart return or cart storage areas shall be situated for the safety and convenience of users, however no such facilities shall be located within 25 feet of the building.
A. 
Parking Lot Landscaping Required. Interior and perimeter buffer landscaping is required for all off-street parking lots and their associated vehicular use areas, with the exception of those infill and redevelopment projects that have been granted an exception by the Plan Commission. These regulations stipulate the design and placement of such plantings. The actual number of plant units utilized in such plantings may be counted toward the total number of plant units required on-site as determined under § 15-5.0302.
B. 
Required Trees for Parking Lot Perimeter and Interior Applications.
1. 
Shade or decorative trees are required within the vehicular use area at a ratio of one tree for every 15 parking spaces or fraction thereof, unless the Plan Commission grants an exception. The trees must be evenly distributed throughout the vehicular use area.
2. 
Existing trees of desirable species and quality that can be preserved, where grading does not cut them off from a reasonable supply of water and where the area under the canopy remains undisturbed, shall count toward the tree requirements for off-street parking areas on a tree-for-tree basis.
3. 
Where a landscape border or other landscape area abuts the vehicular use area, shade or decorative trees within those landscaped areas may count toward the vehicular use area requirement, provided:
a. 
The trees are located within 10 feet of the vehicular use area.
b. 
The number of trees that are provided within the vehicular use area is not reduced by more than 50% of the amount required; and
c. 
There is a minimum of one tree provided within the vehicular use area.
4. 
Trees shall be planted in such a way that they are protected from vehicle damage.
C. 
Interior Landscaping for Off-street Parking Areas. The interior parking lot landscaping standards of this section shall apply to all off-street parking lots and their vehicular use areas containing 20 or more parking spaces. The intent of this section is to require landscaping within vehicular use areas; therefore, landscaping screens, planting strips and landscaping surrounding buildings shall not be considered as interior landscaping. Interior parking lot landscaping is required as follows:
1. 
A minimum of 20 square feet of interior landscaped island shall be provided per parking stall.
2. 
The interior landscaping shall be provided within landscaped islands a minimum of 250 square feet in area. Landscaped islands shall be three feet shorter than the depth of any adjacent space. A landscaped island nine feet in width and 30 feet in length with rounded ends, placed alongside two parking stalls each 18 feet in depth placed end to end, would meet all dimensional requirements for landscaped islands, provided the dimensions are measured from the inside of any curbs.
3. 
The interior parking lot landscaping shall be placed so as to delineate driving lanes, define rows and generally mitigate the visual impact of the parking lot while maintaining clear site lines for safety purposes.
4. 
Plants in landscaped islands shall be underlain by soil (not base course material), and shall be protected by curbing or other protective treatment.
5. 
The interior parking lot landscaping shall be composed of a combination of hardy trees, shrubs, perennials, and groundcover that are able to tolerate winter salt and snow. Where islands are used as retention/infiltration areas for storm water management, they should be landscaped appropriately for that purpose. Decorative mulch and weed barriers may be utilized when shown on an approved landscape plan.
6. 
Landscaped islands that function as storm water retention/infiltration areas shall be subject to the following:
a. 
Landscaped islands shall be a minimum of 15 feet in width if used for this purpose.
b. 
Parking areas will sheet drain into the landscaped islands through curb cuts or other apertures.
c. 
Proposed plantings shall be tolerant of flood conditions.
D. 
Screening for Off-street Parking Areas. The perimeter parking lot screening standards of this section shall apply to all off-street parking areas for six or more vehicles or larger than 2,000 square feet in area. Off-street parking areas, including aisles and driveways, shall be effectively screened year round as follows:
1. 
Perimeter planting areas shall be designed to maintain and protect visibility at driveways and access points.
2. 
On-site perimeter greenbelts at least 10 feet in width shall be installed along any street side and along all interior lot lines when parking is located on that side of any building on the site.
a. 
Street side greenbelts shall contain dense landscape screening which provides plantings at least 18 inches high at planting and 30 inches high at maturity. Such greenbelts shall provide a semi-opaque screen at a minimum during the winter season,
b. 
Interior side lot line greenbelts for non-residential uses when adjacent to residential uses shall contain dense landscape screening which provides plantings at least 36 inches high at planting and 48 inches high at maturity. Such greenbelts shall provide a semi-opaque screen at a minimum during the winter season.
c. 
Other greenbelts not specifically described above shall contain a minimum of one tree or shrub for each 15 feet of perimeter to be planted in effective groupings within said strip. The remainder of the strip shall be planted in grass, ground cover or other effective landscape treatment.
3. 
Berms may be utilized as part of the perimeter landscaping.
A. 
Building Character and Design.
1. 
Buildings located on prominent sites — such as key intersections, corners, terminations of street vistas, and on high points — shall be multi-story and exhibit quality architectural design to serve as landmarks,
2. 
All exterior materials shall be durable, of high-quality, utilized true to form (such as stone below wood rather than the opposite), and appropriate for external use.
3. 
Brick, stone and terra-cotta are preferred primary materials for new buildings or additions.
4. 
The use of false brick or other "faux" sidings is discouraged.
5. 
Color choice shall complement the style and materials of the building's facade and provide a pleasing relationship with adjoining buildings.
6. 
Painting of brick and stone is discouraged.
7. 
Trash, service, and mechanical areas shall be entirely screened from view and located on the side or rear of properties.
8. 
All visible sides of the building shall be designed with details that complement the front facade. Side facades that are visible from the public street shall receive equal design attention.
9. 
Building massing that creates modulation and articulation is encouraged.
10. 
Multi-story buildings that allow for a mix of retail, office or residential uses are preferred.
B. 
Design Standards for Non-Residential Buildings [20,000 Square Feet or Less in Area].
1. 
Purpose and Intent. The purpose of these design standards is to guide the design of smaller non-residential buildings constructed in the South 27th Street Design Overlay District to ensure that, through appropriate use of facades, windows, building orientation, and architectural details, new structures and alterations of existing structures are physically and visually compatible with other buildings in the vicinity. These standards are intended to support good quality design in new building construction, enhance street safety, and provide a comfortable street environment by providing features of interest to pedestrians and motorists. Good design results in buildings that are in visual harmony with nearby buildings, leading to a city that is attractive, interesting, active, and safe. These qualities, in turn, contribute to the creation of a sustainable community which facilitates easy pedestrian movement and establishment of a rich mixture of uses.
The standards of this section apply whether the use is allowed as a Permitted Use, Special Use or Accessory Use. The Plan Commission shall evaluate site plans and architectural plans for compliance with these provisions.
2. 
Compatibility with Existing Buildings.
a. 
Buildings shall maintain a similar size, shape, height, bulk, scale and mass of surrounding architecture, unless required to vary due to zoning district dimensional standards.
b. 
Where building sizes will not be equivalent or comparable to those existing in the same general vicinity, larger building facades shall be broken down into units that resemble the size of existing facades.
3. 
Building Materials and Colors.
a. 
Facades shall be varied and articulated to provide visual interest to pedestrians. Within larger projects, variations in facades, floor levels, architectural features, and exterior finishes shall create the appearance of several smaller buildings.
b. 
Exterior building materials shall convey an impression of durability. Materials such as masonry, stone, stucco, and wood are encouraged. Metal is not allowed as the primary exterior building material, though it may be used for accents including awnings.
c. 
Where masonry is used for exterior finish, decorative patterns must be incorporated. Examples of these decorative patterns include multicolored masonry units such as brick, stone, or cast stone, in layered or geometric patterns, or split-faced concrete block to simulate a rusticated stone-type construction.
d. 
Wood siding must be bevel, shingle siding, or channel siding and must not be applied in a diagonal or herringbone pattern.
e. 
Building facade colors shall be non-reflective, subtle, neutral, or earth tone. The use of high intensity colors, metallic colors, black, or fluorescent colors on facades shall be prohibited. Building trim and architectural accent elements may feature brighter colors, but such colors shall be muted, not metallic, not fluorescent, and not specific to particular uses or tenants. Standard corporate and trademark colors shall be permitted only on sign face and copy areas.
4. 
Roof Materials, Parapets, and Roof Pitch.
a. 
Pitched roof structures shall have a minimum roof pitch of 6:12.
b. 
Flat roofs are permitted with detailed stepped parapets or detailed brick coursing.
c. 
Parapet corners must be stepped or the parapet must be designed to emphasize the center or primary entrance(s), unless the primary entrance is at the corner of the building.
d. 
Visible sloped roofs must be neutral in color, such as gray, black, or dark brown.
e. 
Visible roof materials must be wood or architectural grade composition shingle or sheet metal with standing or batten seam.
f. 
All roof and wall-mounted mechanical, electrical, communications, and service equipment, including satellite dishes and vent pipes, must be screened from public view by parapets, walls, or by other approved means.
5. 
Building Facades.
a. 
Decorative devices — such as molding, entablature, and friezes — are expected at the roofline. Where such ornamentation is present in the form of a linear molding or board, the band must be at least eight inches wide.
b. 
Alcoves, Porches, Arcades, etc. Buildings must incorporate features such as arcades, roofs, porches, alcoves, porticoes, and awnings to protect pedestrians from the rain and sun. Awnings and entrances may be designed to be shared between two structures.
6. 
Change in Relief of Building. Buildings must include changes in relief on at least 10% of their primary facade for pedestrian interest and scale. Relief changes include cornices, bases, fenestration, fluted masonry, or other treatments.
7. 
Windows.
a. 
Windows which allow views to the interior activity or display areas are expected. Windows shall include sills at the bottom and pediments at the top. Glass curtain walls, reflective glass, and painted or darkly tinted glass shall not be used.
b. 
Ground Floor Window Standards:
i. 
All new buildings must provide ground floor windows.
ii. 
Required window areas must be either windows that allow views into working areas or lobbies, pedestrian entrances, or display windows.
iii. 
Required windows must have a sill no more than four feet above grade. Where interior floor levels prohibit such placement, the sill must be raised to allow it to be no more than two feet above the finished floor level, up to a maximum sill height of six feet above grade.
iv. 
Darkly tinted windows and mirrored windows that block two-way visibility are prohibited as ground floor windows along street facades.
v. 
The primary facade of each building, or for corner buildings each of the two facades, must contain at least 20% of the ground floor wall area in display areas, windows, or doorways. Blank walls are prohibited.
vi. 
Ground floor windows are also required on facades facing any public parking lot. The minimum requirement is 16 square feet per story or 6% of the facade, whichever is greater.
c. 
Upper Floor Window Standards.
i. 
Glass area dimensions shall not exceed five feet by seven feet. (The longest dimension may be taken either horizontally or vertically.)
ii. 
Windows must have trim or molding at least two inches wide around their perimeters.
8. 
Pedestrian Accessibility.
a. 
Buildings shall maintain and/or enhance the pedestrian scale.
b. 
Building entries must comply with the accessibility requirements of the applicable state and federal codes.
c. 
Special attention shall be given to designing a primary building entrance that is both attractive and functional.
d. 
Buildings located at the intersection of two streets shall utilize a corner entrance to the building unless this requirement is waived by the Plan Commission.
e. 
The pedestrian environment may be enhanced by street furniture, landscaping, awnings, and movable planters of seasonal flowers.
9. 
Landscaping/Streetscape.
a. 
Benches, outdoor seating, and trash receptacles must complement any existing decorative street lighting and be in keeping with the overall architectural character of the area.
b. 
Upon prior approval of the Plan Commission and Common Council, benches and other streetscape items may be placed within the public right-of-way, provided they do not block free movement of pedestrians. A minimum pedestrian walkway width of six feet shall be maintained at all times.
10. 
External Storage.
a. 
The external storage of merchandise and/or materials directly or indirectly related to a business is prohibited unless identified on an approved site plan and fully screened.
b. 
Outdoor seasonal displays of merchandise are permitted during business hours only. A minimum pedestrian walkway width of six feet must be maintained at all times.
c. 
Each structure shall provide for collection of its trash and recyclable materials within the boundaries of each parcel. All trash collection areas must be located within the structure, or behind the building in an enclosure, in accordance with the provisions of §§ 15-3.0802 and 15-3.0803.
C. 
Design Standards for Non-Residential Buildings [Greater than 20,000 Square Feet in Area].
1. 
Purpose and Intent. The design standards for buildings greater than 20,000 square feet are intended to ensure that large buildings, and the sites they occupy, are properly located and compatible with the surrounding area and community character of the South 27th Street Design Overlay District. Such projects shall also be subject to the more general standards for the approval of Special Use Permits or PUD Districts when applicable.
The following requirements are applicable to all new buildings in excess of 20,000 gross square feet. These requirements are also applicable when additions to non-residential and mixed use buildings built either before or after the effective date of this Division, bring the total building size to over 20,000 gross square feet.
2. 
Waiver of Standards. The Plan Commission may waive any of the following standards by a 3/4 vote of members in attendance, but only if supplemental design elements or improvements are incorporated into the project (over and above those which are otherwise required) which compensate for the waiver of the particular standard. In support of the waiver request, the applicant shall detail such supplemental design elements in written and graphical form, and provide an explanation as to the nature of the standards for which the waiver is requested.
3. 
Compatibility with City Plans. The applicant shall provide, through a written report submitted with the petition for a Site Plan adequate evidence that the proposed building and overall development project shall be compatible with the City's community character, urban design, natural area preservation, commercial development, redevelopment, or community facility objectives as expressed in adopted elements of the City's Comprehensive Master Plan.
4. 
Building Materials. Building materials shall be unified throughout the building, and shall complement other buildings in the vicinity. Exterior building materials shall be of high and comparable aesthetic quality on all sides. Building materials such as glass, brick, decorative concrete block, or stucco shall be used. Decorative architectural metal with concealed fasteners may be approved if sensitively incorporated into the overall design of the building.
5. 
Building Design. The building exterior shall be unified in design throughout the structure, and shall complement other buildings in the vicinity. The building shall employ varying building setbacks, height, roof treatments, door and window openings, and other structural and decorative elements to reduce apparent size and scale. A minimum of 20% of all of the combined facades of the structure shall employ actual facade protrusions or recesses. A minimum of 20% of all of the combined linear roof eave or parapet lines of the structure shall employ differences in height, with such differences being six feet or more as measured eave to eave or parapet to parapet for buildings over 50,000 square feet. Roofs with particular slopes may be required by the City to complement existing buildings or otherwise establish a particular aesthetic objective. Ground floor facades that face and are on properties that are in any part within 100 feet of public streets shall have arcades, display windows, entry areas, awnings, or other such features along no less than 50% of their horizontal length. The integration of windows into building design is strongly encouraged.
6. 
Building Entrances. Public building entryways shall be clearly defined and highly visible on the building's exterior design, and shall be emphasized by on-site traffic flow patterns. Two or more of the following design features shall be incorporated into all public building entryways: canopies or porticos, overhangs, projections, arcades, peaked roof forms, arches, outdoor patios, display windows, distinct architectural details. Unless exempted by the Plan Commission all sides of the building that directly face or abut a public street or public parking area shall have at least one public entrance, except that the City shall not require building entrances on more than two sides of any building.
7. 
Building Color. Building facade colors shall be non-reflective, subtle, neutral, or earth tone. The use of high intensity colors, metallic colors, black, or fluorescent colors on facades shall be prohibited. Building trim and architectural accent elements may feature brighter colors, but such colors shall be muted, not metallic, not fluorescent, and not specific to particular uses or tenants. Standard corporate and trademark colors shall be permitted only on sign face and copy areas.
8. 
Building Location. Modest building setbacks are encouraged. Where buildings are proposed to be distant from a public street, the overall development design shall include smaller buildings on pads or outlots closer to the street.
9. 
Screening. Mechanical equipment, refuse containers and any permitted outdoor storage shall be fully concealed from on-site and off-site ground level views, with materials identical to those used on the building exterior. Loading docks shall be completely screened from surrounding roads and properties. Said screening may be accomplished through loading areas internal to buildings, screen walls which match the building exterior in materials and design, fully opaque landscaping at time of planting, or combinations of the above. Gates and fencing may be used for security and access, but not for screening, and shall be of high aesthetic quality.
10. 
Traffic Impact. All projects that include buildings over 20,000 square feet shall have direct access to an arterial or collector street, or shall dedicate public roads which have direct access to a public street. Vehicle access shall be designed to accommodate peak on-site traffic volumes without disrupting traffic on public streets or impairing pedestrian safety. This shall be accomplished through adequate parking lot design and capacity; access drive entry throat length, width, design, location, and number; and traffic control devices; and sidewalks. The site design shall provide direct connections to adjacent land uses if required by the City. Prior to development approval, the applicant's traffic engineer shall complete and present a traffic impact analysis following Wisconsin Department of Transportation guidelines. Where the project will cause off-site public roads, intersections, or interchanges to function below level of service C, as defined by the Institute of Transportation Engineers, the City may deny the application, require a size reduction in the proposed development, or require that the developer construct and/or pay for required off-site improvements.
11. 
Natural Resources Protection. Existing natural features shall be integrated into the site design as a site and community amenity.
12. 
Signage. The plan for exterior signage shall provide for modest, coordinated, and complimentary exterior sign locations, configurations, and colors throughout the development. All freestanding signage within the development shall compliment on-building signage. Monument style ground signs are strongly preferred over pole signs, and consolidated signs for multiple users are strongly preferred over multiple individual signs. The City may require the use of muted corporate colors on sigange if propsed colors are not compatible with the City's design objectives for the area.