D.C. Mun. Regs. tit. 10, r. 10-C2503
Signs are a prominent visual element of many historic properties, serving an important role in identifying or advertising businesses, institutions, building occupants, or other entities. The location and design of signage also influences the perception of historic buildings and districts. Well-designed and well-maintained signs add interest and variety to historic building facades and streetscapes and can enhance the image and attractiveness of a historic district. Oversized, poorly designed, or poorly maintained signs can result in visual clutter and detract from the overall appearance of historic property.
Different historic buildings impose different constraints and may require varied signage solutions. Signage needs also vary by use. For instance, the requirements for a large department store, a small neighborhood retailer, a church, and a home occupation will differ, and signs for each should be tailored to the specific character of each building and entity.
Different historic districts and neighborhoods have specific characteristics and qualities that may require varied signage solutions. For instance, Chinatown, Downtown, 18th Street in Adams Morgan, Georgetown, U Street, and many of the neighborhood commercial strips throughout the city have their own historical traditions and distinctive current characteristics that should be recognized and respected.
Special considerations apply to residential and institutional signage. Signs are not typically a prominent visual element on historic residential buildings, and commercial signage is strictly limited by the D.C. Building Code within residential and special purpose zoning districts. Commercial signage is also unsuited to historic institutional buildings, which express their function primarily through architectural imagery and symbolism.
Signs are an incidental element on buildings and in the landscape, and total signage on a property should maintain a deferential balance with historic architecture. Historic buildings were often designed to limit signage to specific areas defined by an architectural frame. Much less common, signage was designed as a prominent façade element on some mid-20th century commercial buildings, but those signs typically relied on superb graphics and design flair to convey a stylish image.
Vintage and historic signs contribute to the character and significance of historic buildings and districts. Many were integrally designed with historic facades. Historic signage that has survived for many decades is often the only visual reminder of long-forgotten businesses and modes of commercial advertising.
Sign types developed for suburban highway-oriented environments are not compatible with urban historic districts. Billboards, rooftop signs, pole-mounted gas station signs, and other overscaled advertising designed to be viewed at high speed or from a great distance are generally not appropriate on historic properties or in historic streetscapes.
The visual impact of strong color, intense lighting, supergraphics, and other branding elements can be crucial in judging whether signage is appropriate for historic property. Standardized corporate branding, typically developed without regard to local character and context, is often not appropriate for historic buildings and districts and may need to be substantially modified to be compatible with a specific building or district.
Signs are an opportunity for stylistic imagination and graphic excellence. High artistic quality is strongly encouraged.
D.C. Mun. Regs. tit. 10, r. 10-C2503