Kitchener By-law 680, s. 680.1.2(a) — Signs

are appropriate in size, number, and location to the type of activity or use to which they pertain;

• (b) provide reasonable and appropriate means for the public to locate and identify facilities, businesses, and services without difficulty or confusion;
• (c) are compatible with their surroundings;
• (d) protect and enhance the aesthetic qualities and visual character of the City of Kitchener by encouraging quality sign design;
• (e) are consistent with the City of Kitchener planning, urban design and heritage objectives;
• (f) do not create a distraction or safety hazard for pedestrians or motorists;
• (g) minimize adverse impacts on nearby public and private property; and,
• (h) provide commercial and industrial enterprises adequate and flexible means to identify themselves, their products or services, while recognizing that the primary function of signage is to identify rather than advertise.