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Section 1: General Provisions <br />1.2 INTENT. It is the intent of these regulations to provide for the <br />proper control of signs in a manner consistent with the First Amendment <br />guarantee of free speech. It is not the intent of these regulations to regulate <br />signs based on the content of their messages. Rather, these regulations <br />advance important, substantial, and compelling governmental interests. <br />1. The incidental restriction on the freedom of speech that may <br />result from the regulation of signs hereunder is no greater than <br />is essential to the furtherance of the important, substantial, and <br />compelling interests that are advanced by these regulations. <br />2. The City has an important and substantial interest in preventing <br />sign clutter (which is the proliferation of signs of increasing size <br />and dimensions as a result of competition among property owners <br />for the attention of passing motorists and pedestrians), because <br />sign clutter: <br />a. Creates visual distraction and obstructs views, potentially <br />creating a public safety hazard for motorists, bicyclists, and <br />pedestrians; <br />b. May involve physical obstructions of streets or sidewalks, <br />creating public safety hazards; <br />c. Degrades the aesthetic and essential historic character of <br />Louisville, making the City a less attractive place for tourism, <br />commerce, and private investment; and <br />d. Dilutes or obscures messages displayed along City streets <br />through the proliferation of distracting structures and <br />competing messages. <br />3. The City has a substantial and compelling interest in preventing <br />traffic accidents. <br />4. The City has a substantial and compelling interest in preventing <br />negative impacts associated with temporary signs. Temporary signs <br />may be degraded, damaged, moved, or destroyed by wind, rain, <br />snow, ice, and sun, and after such degradation, damage, movement, <br />or destruction, such signs harm the safety and aesthetics of the <br />City's streets if they are not removed. <br />14 <br />City of Louisville Sign Code <br />