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3. Projecting and Hanging Signs <br />Projecting signs of a small scale or hanging icon signs are typical of <br />pedestrian -oriented commercial areas. Icon signs depict a physical <br />object, such as a shoe, contrasted with signs which utilize lettering <br />to convey the sign message. These signs are colorful and exceedingly <br />effective if oriented to the pedestrian. <br />A) Location: The sign's location should be determined by visibil- <br />ity. Such signs should be located carefully so that they are not <br />obscured by trees or awnings of adjacent windows. <br />B) Colors: As in other signage forms, the colors used should com- <br />plement and accent existing wall and trim colors, and should be <br />limited to three, so that the combination produces a highly read- <br />able sign. Colors used in the hanging signs should relate to the <br />other signs and elements on the building facade, including awn- <br />ings and decorative architectural features. <br />C) Lettering Styles and Images (Logos) in Icon Signs: Icon signs <br />are effective both with and. without the usage of the store's <br />name, although the former is preferable. If a lettering style is <br />used, it should be highly legible. An icon sign which has only <br />the symbol or image of the store should convey very clearly those <br />services which are offered, or products which are sold inside the <br />establishment. The store's name may accompany the icon sign as <br />an additional sign. Some of these images or icons might be: <br />1) A symbol, i.e., a shoe for a shoe shop or shoe repair shop <br />or a loaf of bread for a bakery. <br />2) 'Corporate" logos wherein an image or logo is designed spe- <br />cifically for a store or business, including its letterhead <br />and other applications. Such logos are used often in menu <br />designs, packaging, and other advertising. <br />-4- <br />