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<br />Billboard means a sign that identifies or communicates a commercial or <br />noncommercial message related to an activity conducted. a service rendered. or a <br />commodity sold at a location other than where the sign is located. <br />Building frontage means the horizontal, linear dimension of that side of a <br />building which abuts a street, a parking area, a mall, or other circulation area open <br />to the general public; and having either a main window display of the enterprise or <br />a public entrance to the building. In industrial districts a building side with an <br />entrance open to industrial employees shall also qualify as a building frontage. <br />Where more than one use occupies a building, each such use having a public <br />entrance or main window display for its exclusive use shall be considered to have <br />its own building frontage, which shall be the front width of the portion of the <br />building occupied by that use. <br />Direct illumination means lighting by means of an unshielded light source <br />(including neon tubing) which is effectively visible as a part of the sign, where <br />light travels directly from the source to the viewer's eye. <br />Display face. For a definition of "display face" see "Sign face." <br />Electric sign means any sign containing electrical wiring, but not including <br />signs illuminated by exterior light sources, such as floodlights. <br />Fabric sign includes any sign, banner, pennant, valance or advertising display <br />constructed of cloth, canvas, fabric or other light material, with or without frames, <br />which is not permanently fixed to a supporting structure. <br />Freestanding sign er grmmd sign means a sign which is supported by one or <br />more exposed columns, uprights or braces in or upon the ground. aad shall also <br />inelude a mOB-1:lmeBt sign and pole signs b1:l-t does not inelude a sign attaehed to a <br />strueture. <br />Grade (j!round level) means the average of the finished grade surface <br />elevation measured at the highest and lowest exterior comers of a structure. <br />Indirect illumination means lighting by means of a light source which is <br />directed at a reflecting surface in such a way as to illuminate the sign from the <br />front, or a light source which is primarily designed to illuminate the entire <br />building facade upon which a sign is displayed. Indirect illumination does not <br />include lighting which is primarily used for purposes other than sign illumination; <br />e.g., parking lot lights, or lights inside a building which may silhouette a window <br />sign but which are primarily installed to serve as inside illumination. <br />Internal illumination means lighting by means of a light source which is <br />within a sign having a translucent background, silhouetting opaque letters or <br />designs, or which is within letters or designs which are themselves made of a <br />3 <br />