DECISION OF 3# COUNCIL (#) MEETING · consent to DA 217/08The modification . sought to replace the existing ‘ticker tape’ style Report of Ben Boyd, Executive Planner/Chloe Desgrand,

DECISION OF 3686th COUNCIL MEETING HELD ON 21 NOVEMBER 2016

326. CoS04: Legal and Planning Committee - 31 October 2016 20. LP02: Proposed Amendment to NSDCP 2013 – Advertising and Signage

Report of Ben Boyd, Executive Planner/Chloe Desgrand, Student Town Planner. Over the last two years, Council staff have noted that there has been a steady increase in number of development applications lodged for large scale LED (light emitting diode) digital display signs, which have the capability of having their message changed instantly, much like a television. Whilst these applications initially related to the replacement of existing static general advertising signs (e.g. billboards), more recently they have related to the replacement and erection of new roof top building identification signs. Council has determined four development applications that seek to install digital display panels for building identification purposes at the roof top level of buildings. Of those four, only one has been granted development consent by the North Sydney Independent Planning Panel (NSIPP) - North Point, 100 Miller Street, North Sydney. There is concern that the approval of this application, against the officer’s refusal recommendation, may have set an unwanted precedent for future applications proposing the digital conversion of roof top building identification signs. During the assessment of these development applications, Council’s assessment planners have raised that Council’s planning controls provide little guidance when addressing applications for digital display signs and that our controls could benefit from being further amended to better reflect the changing characters of some areas. This report seeks to investigate the effectiveness of Council’s current planning controls to determine if they need to be amended to provide an appropriate balance between the needs of advertisers, property owners and residents whilst protecting and enhancing the desired future character of the varied areas of North Sydney. The investigation is primarily focused on the controls relating to rooftop building identification signage and digital display signs. Council staff have also taken the opportunity to review other aspects of this section of the DCP to improve clarity and readability. The review has also given consideration to other planning controls for signage both nationally and internationally to ensure that Council is adopting best practice principles. The report concludes that Section 9 – Advertising and Signage to Part B of NSDCP 2013 should be amended to ensure that new digital display signage is appropriately sized, located and positioned to minimise adverse impacts and to protect and enhance the character of the Local Government Area. It recommends the correction of a number of minor errors and rewording certain provisions to improve the readability and implementation of the intent of the controls. Local Government Act 1993: Section 23A Guidelines - Council Decision Making During Merger Proposal Period The Guidelines have been considered in the preparation of this report and are not applicable. Recommending: 1. THAT Council resolves to adopt the draft amendments to NSDCP 2013, as provided in Attachment 2. 2. THAT the draft amendments to NSDCP 2013 be placed on public exhibition for a period of 28 days commencing in late January 2017. 3. THAT Council write to the Minister for Planning requesting an amendment to State Environmental Planning Policy (Exempt and Complying Development Codes) 2008 such that:

Where the Code permits a change of message to building identification signs as exempt development, that it further restricts the requirements to not apply to building identification signs located on or near the roof top of buildings.

The Motion was moved by Councillor Bevan, seconded by Councillor Marchandeau.

Resolved to Recommend: 1. THAT Council resolves to adopt the draft amendments to NSDCP 2013, as provided in Attachment 2. 2. THAT the draft amendments to NSDCP 2013 be placed on public exhibition for a period of 28 days commencing in late January 2017. 3. THAT Council write to the Minister for Planning requesting an amendment to State Environmental Planning Policy (Exempt and Complying Development Codes) 2008 such that: Where the Code permits a change of message to building identification signs as exempt development, that it further restricts the requirements to not apply to building identification signs located on or near the roof top of buildings.

Voting was as follows: For/Against 8/0

Councillor Yes No Councillor Yes No

Gibson Y Beregi Y Reymond Y Barbour Absent Clare Y Morris Absent Baker Y Marchandeau Y Carr Y Bevan Y

Item LP02 Legal and Planning Committee 31/10/16

N O R T H S Y D N E Y C O U N C I L R E P O R T S

Report to General Manager Attachments:

1. Summary of Advertising and Signage Controls 2. Draft Amendments to NSDCP 2013

3. Analysis of Controls and Digital Display Panels SUBJECT: Proposed Amendment to NSDCP 2013 – Advertising and Signage AUTHOR: Ben Boyd, Executive Planner/Chloe Desgrand, Student Town Planner. ENDORSED BY: Joseph Hill, Director City Strategy EXECUTIVE SUMMARY: Over the last two years, Council staff have noted that there has been a steady increase in number of development applications lodged for large scale LED (light emitting diode) digital display signs, which have the capability of having their message changed instantly, much like a television. Whilst these applications initially related to the replacement of existing static general advertising signs (e.g. billboards), more recently they have related to the replacement and erection of new roof top building identification signs. Council has determined four development applications that seek to install digital display panels for building identification purposes at the roof top level of buildings. Of those four, only one has been granted development consent by the North Sydney Independent Planning Panel (NSIPP) - North Point, 100 Miller Street, North Sydney. There is concern that the approval of this application, against the officer’s refusal recommendation, may have set an unwanted precedent for future applications proposing the digital conversion of roof top building identification signs. During the assessment of these development applications, Council’s assessment planners have raised that Council’s planning controls provide little guidance when addressing applications for digital display signs and that our controls could benefit from being further amended to better reflect the changing characters of some areas. This report seeks to investigate the effectiveness of Council’s current planning controls to determine if they need to be amended to provide an appropriate balance between the needs of advertisers, property owners and residents whilst protecting and enhancing the desired future character of the varied areas of North Sydney. The investigation is primarily focused on the controls relating to rooftop building identification signage and digital display signs. Council staff have also taken the opportunity to review other aspects of this section of the DCP to improve clarity and readability. The review has also given consideration to other planning controls for signage both nationally and internationally to ensure that Council is adopting best practice principles.

Report of Ben Boyd, Executive Planner/Chloe Desgrand, Student Town Planner Re: Proposed Amendment to NSDCP 2013 – Signage and Advertising

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The report concludes that Section 9 – Advertising and Signage to Part B of NSDCP 2013 should be amended to ensure that new digital display signage is appropriately sized, located and positioned to minimise adverse impacts and to protect and enhance the character of the Local Government Area. It recommends the correction of a number of minor errors and rewording certain provisions to improve the readability and implementation of the intent of the controls. FINANCIAL IMPLICATIONS: Nil. Local Government Act 1993: Section 23A Guidelines - Council Decision Making During Merger Proposal Period The Guidelines have been considered in the preparation of this report and are not applicable. RECOMMENDATION: 1. THAT Council resolves to adopt the draft amendments to NSDCP 2013, as provided in Attachment 2. 2. THAT the draft amendments to NSDCP 2013 be placed on public exhibition for a period of 28 days commencing in late January 2017. 3. THAT Council write to the Minister for Planning requesting an amendment to State Environmental Planning Policy (Exempt and Complying Development Codes) 2008 such that: a. Where the Code permits a change of message to building identification signs as exempt

development, that it further restricts the requirements to not apply to building identification signs located on or near the roof top of buildings.


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LINK TO DELIVERY PROGRAM The relationship with the Delivery Program is as follows: Direction: 2. Our Built Environment Outcome: 2.2 Improved mix of land use and quality development through design

excellence 2.3 Vibrant, connected and well maintained streetscapes and villages that

build a sense of community Direction: 3. Our Economic Vitality Outcome: 3.1 Diverse, strong, sustainable and vibrant local economy 3.2 North Sydney CBD is one of Australia's largest commercial centres Direction: 4. Our Social Vitality Outcome: 4.1 Community is connected 4.9 Enhanced community safety and accessibility Direction: 5. Our Civic Leadership Outcome: 5.1 Council leads the strategic direction of North Sydney BACKGROUND Over the last two years, Council staff have noted that there has been a steady increase in number of development applications being lodged for large scale LED (light emitting diode) digital display signs, which have the capability of having their message changed instantly. Whilst these applications initially related to the replacement of existing static general advertising signs (e.g. billboards), more recently they have related to the replacement and erection of new roof top building identification signs. These applications are described below. Bayer Building, 275 Alfred Street, North Sydney On 29 June 2004, Council received a development application (DA 311/04) seeking to replace the existing ‘Harbourview’ building identification sign, with a new general advertising sign. The development application was for the existing wall sign of the Bayer Building, and not the roof top building identification sign. The existing building identification sign was located approximately 17.4m above ground level on the western façade of the building and measured 14.8m x 1.2m. The proposal specifically sought to:

• relocate the existing building identification sign from a height of approximately 17.4m to approximately 14.3m on the western elevation of the building;

• increase the length of the sign to 19.9m; and,


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• change the nature of the sign to that of an internally illuminated general advertising sign comprising a logo at the northern portion with text making up the remainder, the content of which may be changeable without consent.

Council granted approval to DA 311/04 in August 2004, subject to conditions, including a reduction in the length of the sign to 14.8m, to match the size of the existing sign. In May 2008, Council received a development application (DA 217/08) to replace the existing static general advertising sign to DA 311/04 with an electronic ‘ticker tape’ style LED digital display panel for general advertising purposes. In particular, the LED panel was to display two lines of static text, each line containing a maximum of 20 characters up to 600mm in height with each message having a dwell time (i.e. the time that a message is visible) of 60 seconds. The proposal also sought to increase the height of the sign to 1.94m. Council granted approval in September 2008, subject to conditions, including, but not limited to:

• Messages shall be fixed or static for a minimum dwell time of 5 minutes; • The characters used in each message displayed shall be letters and numerals

only and displayed in a single colour - orange to red; • No animated or scrolling display, any flashing lights, moving parts or

simulated movement shall be permitted; • At least 50% of the messages displayed will relate to community information

such as weather or major events. On 20 April 2010, Council received a section 96 application to modify the development consent to DA 217/08. The modification sought to replace the existing ‘ticker tape’ style digital display panel with a new LED panel to enable the display of full colour messages in the form of graphics and text. No change was proposed to the size, dwell time or types of messages to be displayed. Council granted consent to this modification on 8 July 2010. On 2 December 2015, Council granted consent to a further section 96 application to modify the development consent to DA 217/08, permitting a reduction in static content dwell time from five minutes to 60 seconds. North Point, 100 Miller Street, North Sydney On 20 May 2014, Council received a development application (DA153/14) seeking to replace the 4 existing neon illuminated roof top building identification signs with 4 new LED building identification signs. The existing roof top building identification signs comprise:

• Two (2) inoperable Hyundai logos in the company’s corporate colours located on east and west elevations of the tower element of the building; and

• Two (2) Panasonic signs in the company’s corporate font and colours located on the south and north elevations of the tower element of the building.

The proposed replacement signage sought to contain the following messages displayed on a blue coloured background:


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• to the northern and southern facades:

o “Panasonic” in the company’s corporate font and colours; o “SAMSUNG” in the company’s corporate font and colours and within its

corporate stylised oval. • to the eastern and western facades:

o “Panasonic” in the company’s corporate font and colours, located above a corporate slogan of “ideas for life” the letters of which will be grey in colour;

o “SAMSUNG” in the company’s corporate font and colours, located above a corporate slogan of “TURN ON TECHNOLOGY”.

It was proposed to display only one set of corporate messages on the building at any one time, with the signs alternating between the two sets of static images, being either ‘Panasonic’ or ‘SAMSUNG’, every 15 minutes. The Panasonic and Samsung content be displayed together, with each of the four elevations simultaneously displaying the same company name. It was also proposed to illuminate the sign between 7.00am to 1.00am, 7 days a week. In response to concerns raised in relation to the high frequency of alternation between the two signage corporate states, the proposal was revised in October 2014 to reduce the proposed dwell time to one corporate identity per day. The building would thus be identified as the ‘Panasonic’ or ‘Samsung’ building alternatively. The application was reported to Council’s North Sydney Independent Planning Panel (NSIPP) for determination. Council assessment officers recommended that the application be refused on the following grounds:

The proposed signage was inconsistent with the desired future character of the North Sydney CBD by virtue of its size, number of signs, location and prominence. The proposed changeable LED signage would set an undesirable precedent that is not adequately supported by a Council’s signage design policy or SEPP 64. The compliance challenges posed by the required management of the proposal. Undesirable precedent.

Contrary to the council’s officer’s recommendations, NSIPP approved DA 153/14 in December 2014, subject to conditions including the deletion of certain panels, reduction in height, and restrictions on the sale and leasing, and hours of operation. 61 Lavender Street, Milsons Point On 22 September 2014, Council received a development application (DA 323/14) to erect two (2) large format internally illuminated signs for building identification purposes. The signs were proposed to be installed at the top of the northern and southern facades of the existing commercial building. Both signs are to be placed centrally on the building facade parapet and measure 24.5m x 5.67m, with a maximum height of 62.56m above the buildings entry podium.


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The signs were proposed to display the words ‘Fetch TV’ and comprise individual characters internally lit with LED lighting, in the company’s corporate colours and fonts. Council refused the application in May 2015 for the following reasons:

• The proposal was inconsistent with the current and desired future character of the Milsons Point Town Centre, the zone objectives, and Council’s Advertising Controls;

• The proposal was incompatible with the approved mixed use building design; • The scale of the proposed signage was uncharacteristic with the Milsons Point

Town Centre; • The prominence within the skyline, and the impact on residential amenity, of

the proposed signage was unacceptable. Latitude Building, 55 Lavender Street, Milsons Point In February 2015, Council received a development application (DA 24/15) seeking to replace the two (2) existing neon illuminated ‘SHARP’ roof top building identification signs located on the topmost southern and northern walls of the building with two (2) new LED digital display panels for building identification purposes. The existing ‘SHARP’ signs comprise individual characters with exposed neon lighting within channels to the individual letters. The two (2) proposed new digital display panels will have the same dimensions, being 18.29m x 2.93m (53.6sqm per elevation) and be positioned in the same location as the existing signs. The signs are to display one of the following two messages at any one time, alternating between:

• ‘PHILIPS’ and ‘SHARP’ in the company’s corporate font and colours. In summary, Council assessment officers recommended that the application be refused on the following grounds.

The proposal is a substantial intensification of the existing signage and is overly large and prominent and is not compatible with the desired future character of the area. Adverse impacts on the broader area and skyline vistas. Contrary to and would undermine Council’s policies in relation to signage.

Consistent with the council officer’s recommendations, NSIPP refused DA 24/15 on 3 June 2015. In particular, NSIPP refused the application for the following reasons:

Inappropriate development for the changing character of the area. 1. Development is inconsistent with the emerging desired future character of the

area. 2. Adverse impacts on the broader area and skyline vistas.


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3. Public interest.

Cremorne Hotel, 287 Military Road, Cremorne On 3 June 2016, Council received a development application (DA 198/16) seeking to replace the existing internally illuminated general advertising sign approved under DA 70/10 on the eastern building elevation of 287 Military Road with a new LED digital display panel. The proposal will:

• Not result in any change to the advertising area of the sign, which is to remain at 32.4sqm (4.0m x 8.1m);

• Not result in any change to its positioning on the façade of the host building; • Continue to display general advertising messages only; • Continue to only be illuminated between 7.00am and 11.00pm; • Result in the messages being changed once every 10 seconds, as opposed to

once a fortnight or month. Council advised the applicant on 22 July 2016 that the RMS would not grant concurrence to the approval of the development application under the requirements of SEPP 64. The applicant subsequently withdrew the application on the 10 August 2016. Pedestrian Overpass, Military Road, Cremorne On 19 March 2015, the RMS lodged a development application (DA 6994) to the Department of Planning seeking to replace the two (2) existing internally illuminated general advertising signs, attached to the eastern and western and sides of the pedestrian bridge over Military Road with new LED digital display panels. The proposal would:

• Result in a minor increase in the advertising area of the signs from 10m x 2.5m (25sqm) to 10.24m x 2.56m (26.1sqm);

• Not result in any change to its positioning on the bridge; • Continue to display general advertising messages only; • Removal of existing external illumination infrastructure; • Operate 24 hours a day 365 days a year; • Result in the messages being changed no less than every 10 seconds, as

opposed to once a fortnight or month. On 28 September 2015, DA 6994 was approved by a delegate for the Minister for Planning, subject to conditions. In particular, the dwell time was to be retained at a minimum of 10 seconds, except during peak school traffic hours (8.00am – 9.30am and 2.30pm – 4.00pm weekdays) when the message was to remain static for the entire time. As per the conditions, the signs also had to display road safety messages for a minimum of 5% of advertising time each year. Gore hill Freeway, Cammeray On 1 December 2014, a development application (DA 6850) was lodged with the Department of Planning to replace the two existing externally illuminated general advertising signs with two new LED digital display panels. The proposal would:


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• Not result in any change to the advertising area of the signs, which is to remain at 40sqm (14.5m x 3.2m);

• Not result in any change to its positioning on the existing pylons; • Continue to display general advertising messages only; • Removal of existing external illumination infrastructure; • Operate 24 hours a day 365 days a year; • Result in the messages being changed no less than every 25 seconds, as

opposed to once a fortnight or month. A delegate for the Minister for Planning approved DA 6850 on 9 July 2015 subject to conditions, generally consistent with that proposed. 90 Arthur Street, North Sydney. On 10 August 2016, a development application (DA 276/16) was lodged with Council proposing the removal of the two (2) existing building identification signs from the walls of the plant room, and their replacement with a single LED digital display building identification sign to be located at the top of the eastern façade of the building. Both of the existing signs display the words ‘Hitachi’ and comprise individual letters with exposed neon lighting within channels to the letters. These signs are currently located on the eastern and southern elevations of a false façade located atop of the plant room. The proposed digital display panel is to measure 16.7m x 4m. At present there is no indication as to what is to be displayed on the panel, other than it will be used as a building identification sign and that the message on the sign will change as the applicant has indicated that the sign will have a minimum dwell time of 12 months. It is proposed to illuminate the panel between 7.00am and 1.00am the following day, 7 days a week. Outside these times it will remain a blank black panel. This development application is currently under assessment and yet to be determined. CONSULTATION REQUIREMENTS Community engagement will be undertaken in accordance with Council’s Community Engagement Protocol. SUSTAINABILITY STATEMENT The following table provides a summary of the key sustainability implications: QBL Pillar Implications Environment • If implemented, the proposed amendments will help to minimise the

level of skyglow. Social • If implemented, the proposed amendments will help to minimise

impacts on residential amenity and adverse changes to the desired future character of places.


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Economic • If implemented, the proposed amendments will help to reinforce the role of commercial centres through the placement of appropriate signage.

Governance • If implemented, the proposed amendments will provide a consistent set of guidelines with regard to assessing digital display panels.

DETAIL

1. Purpose of report During the assessment of these development applications, Council’s assessment planners have raised the issue that Council’s planning controls provide little guidance when addressing applications for LED digital display signs and that the signage character statements could benefit from being further amended to better reflect the changing characters of some areas. The purpose of this report is to investigate the effectiveness of Council’s current planning controls relating to advertising and to determine if they need to be amended to provide an appropriate balance between the needs of advertisers, property owners and residents whilst protecting and enhancing the desired future character of the varied areas of North Sydney. The investigation is primarily focused on the controls relating to rooftop building identification signage and digital display signs. Other aspects of this section of the DCP have also been reviewed to improve clarity and readability. 2. Digital Display Signage Since the advent of advertising, signage companies have been devising ways to maximise revenue from a single advertising structure, by increasing the number of messages being displayed from a single panel or site. The first advertising structures to display multiple messages were mechanically operated and are often referred to as ‘moving signs’. These signs result in a limited number of static messages (typically 2-4) being displayed through physical scrolling or rotation mechanisms through a predetermined sequence at regular intervals whilst the supporting structure remains stationary. In the 1970’s the use of computers resulted in further changes to the types of advertising structures being made available for use. These advertising structures are commonly referred to as ‘digital signs’. This type of signage uses digital technology to display bright electronic images via a panel of lights which are capable of being changed quickly. Digital signs can either be ‘static’ or ‘non-static’ (or ‘dynamic’). More recently, there has been significant growth in the use of LED (light emitting diode) technology in the advertising industry, which has the ability to stream messages in a similar way to a TV. Static signs display static messages only, which are displayed successively at set intervals. They do not contain or imply motion such as vertical or horizontal scrolling, fade, dissolve or animation within the message itself and do not have any movement of any part of the advertising structure or its surrounds. These signs are also referred to as ‘variable message signs’.


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Non-static (or dynamic) signs display animations, videos, flashing, and have active display changes. This type of signage is typically found within sports venues and within shopping centres and is not visible within the general public domain. A strong demand has emerged in the last 5 years to replace existing static general advertising signs (e.g. billboards) with digital display panels. This shift has resulted in removing the need to physically replace the message content, which was originally printed on paper, but more recently printed on a reusable vinyl skin. Accordingly, the use of LED technology has the ability to improve environmental impacts by reducing waste and use of non-renewable resources. In the last 3 years, there has been an emerging trend to apply digital signage to building identification signage on the roof top of buildings. 3. Planning Framework Advertising and signage is principally controlled by the following planning instruments and policies:

• State Environmental Planning Policy 64 – Advertising and Signage (SEPP 64); • Transport Corridor Outdoor Advertising and Signage Guidelines; • SEPP (Exempt and Complying Development Code) 2008 (Codes SEPP); • North Sydney Local Environmental Plan 2013 (NSLEP 2013); • North Sydney Development Control Plan 2013 (NSDCP 2013);

The relevant provisions of these documents are discussed in the following subsections. 3.1 SEPP 64 This SEPP applies to all forms of ‘signage’ within the State which can be displayed with or without development consent under another environmental planning instrument (i.e. NSLEP 2013) and is visible from a public place, but it does not apply to signage which is ‘exempt development’. Signage is defined under the SEPP as follows:

signage means all signs, notices, devices, representations and advertisements that advertise or promote any goods services or events and any structure or vessel that is principally designed for, or that is used for, the display of signage and includes: (a) building identification signs, and (b) business identification signs, and (c) advertisements to which Part 3 applies, but does not include traffic signs or traffic control facilities.

The subcategories of ‘signage’ are defined as follows:

business identification sign means a sign: (a) that indicates:

(i) the name of the person, and


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(ii) the business carried on by the person, at the premises or place at which the sign is displayed, and

(b) that may include the address of the premises or place and a logo or other symbol that identifies the business,

but that does not include any advertising relating to a person who does not carry on business at the premises or place.

building identification sign means a sign that identifies or names a building, and that may include the name of a business or building, the street number of a building, the nature of the business and a logo or other symbol that identifies the business, but that does not include general advertising of products, goods or services.”

advertisement means signage to which Part 3 applies and includes any advertising structure for the advertisement.

All advertising and signage proposals are required to comply with Parts 1 and 2 of the SEPP. In particular, all signage is required to be assessed against a number of assessment criteria which address the appropriateness of the signage with regard to its context within the environment. Signage which is defined as an ‘advertisement’ under the SEPP, also need to comply with Parts 3 and 4 of the SEPP. In particular, these parts:

• Outline the areas within which ‘advertisements’ are prohibited; • Identify when the Minister for Planning is the consent authority rather than

council; • Require certain types of advertisement to be consistent with the Transport

Corridor Outdoor Advertising and Signage Guidelines; • Stipulate the maximum duration that a development consent may operate; • Specify development and referral controls for certain types of advertisements.

The SEPP is silent with respect to the type of message displayed on an advertising sign. In particular, Clause 3(2) of the SEPP specifically states:

… does not regulate the content of signage and does not require consent for a change in the content of signage.

Depending on a sign’s content, digital display signage may be classified as either, an ‘advertisement’, ‘building identification sign’ or a ‘business identification sign’. In addition, the Policy also contains guidelines for the location, design and form of certain types of advertisements and signage which display an ‘advertisement’. The SEPP is silent with regard to controlling advertising in the form of digital display panels. Clause 21 relates to roof or sky advertising structures that display ‘advertisements’ and states: (1) The consent authority may grant consent to a roof or sky advertisement only if:

(a) the consent authority is satisfied:


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(i) that the advertisement replaces one or more existing roof or sky advertisements and that the advertisement improves the visual amenity of the locality in which it is displayed, or

(ii) that the advertisement improves the finish and appearance of the building and the streetscape, and

(b) the advertisement: (i) is no higher than the highest point of any part of the building that is

above the building parapet (including that part of the building (if any) that houses any plant but excluding flag poles, aerials, masts and the like), and

(ii) is no wider than any such part, and (c) a development control plan is in force that has been prepared on the basis of

an advertising design analysis for the relevant area or precinct and the display of the advertisement is consistent with the development control plan.

(2) A consent granted under this clause ceases to be in force: (a) on the expiration of 10 years after the date on which the consent becomes

effective and operates in accordance with section 83 of the Act, or (b) if a lesser period is specified by the consent authority, on the expiration of the

lesser period. (3) The consent authority may specify a period of less than 10 years only if:

(a) before the commencement of this Part, the consent authority had adopted a policy of granting consents in relation to applications to display advertisements for a lesser period and the duration of the consent specified by the consent authority is consistent with that policy, or

(b) the area is undergoing change in accordance with an environmental planning instrument that aims to change the nature and character of development and, in the opinion of the consent authority, the proposed roof or sky advertisement would be inconsistent with that change.

The controls within NSDCP 2013 generally reflect the intent of the above provisions (refer to Section 2.5 of this report). 3.2 Transport Corridor Outdoor Advertising and Signage Guidelines (2007) SEPP 64 requires certain types of ‘advertisements’ (i.e. signs greater than 20 square metres and within 250 metres of, and visible from, a classified road, wall signs, signs on bridges and building wrap signs) to be considered with regard to the Transport Corridor Outdoor Advertising and Signage Guidelines (the Guidelines). The Guidelines set out criteria against which applicable signage must be assessed. In particular, it provides controls relating to:

• visual clutter, • location and position, • number, • size, • public benefit,

• illumination, • road safety, • message content, • public body referrals.

In December 2015, the DPE released draft amendments to the Guidelines. In particular, the draft amendments have been developed to address the evolving technology used in outdoor advertising, as well as the increased demand for roadside advertising. The draft Guidelines

Report of Chloe Desgrand, Student Strategic Planner Re: Proposed amendment to NSDCP 2013 –Advertising and Signage

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introduce provisions to assist in the assessment of variable content digital signage, a form of signage which has the ability to display a number of images normally shown in a loop. The proposed changes to the Guidelines include guidance on:

• the length of time for which each image can be displayed on the signage panel (dwell time), this limit varies based upon the applicable speed limit on the adjacent road;

• the speed at which the images must change (transition time); • the brightness of signs (luminance), which has been updated to account for the

use of LED technology. This limit varies based upon the relative light-sensitivity of the surrounding environment; and

• sign content, which has been updated to prohibit flickering or flashing images, moving images and sequential messaging to reduce driver distraction.

3.3 Codes SEPP – Exempt and Complying Development This SEPP outlines what types of development may be undertaken as either exempt or complying development, subject to meeting relevant criteria. Division 2 to Part 2 of the Codes SEPP identifies certain types of signage which may be undertaken as exempt development, including:

• Building identification signs, but only if they: o are not erected on a heritage item or within a heritage conservation

area; o do not exceed more than one such sign per building elevation; o are mounted flush to a parapet or wall; o do not exceed 2.5sqm in area; o do not project above the eaves or parapet of the building or located

more than 15m above ground level, whichever is the lesser; o do not include any advertising of goods, products or services; o if illuminated:

have its means of illumination, including any associated cables, concealed or integrated within the frame of the sign;

the illumination is limited to the same operating hours approved for the associated business, or between 7am and 10pm if no hours were stipulated in the businesses approval.

o are not animated, flashing or moving; • Replacement of building identification signs, but only if they:

o replace a lawfully approved sign; o are not greater in size than the sign it replaces; o are not animated, flashing or illuminated, unless the sign it replaces is

the subject of a development consent to be an illuminated sign; o do not involve any alteration to the structure or vessel on which the sign

is displayed; and o do not obstruct or interfere with traffic signs.

3.4 NSLEP 2013 This LEP applies to all land within the North Sydney LGA. Signage terms defined under the LEP, are identical to that defined under SEPP 64.


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3.4.1 Permissibility Building identification signage and business identification sign are permissible in all zones under NSLEP 2013 as an ‘ancillary component’ to a permissible use. Advertisements (i.e. signage that does not directly relate to the use of the land) is only permissible within the B3 Commercial and B4 Mixed Use zones and on land zoned SP2 Infrastructure with a designation of ‘Classified Road’ or ‘Railway’. 3.4.2 Exempt Development Clause 3.1 enables some forms of development listed within Schedule 2 of the NSLEP 2013 to be undertaken as exempt development as long as the relevant criteria can be met. Schedule 2 lists a number of signage types that may be exempt including:

• New building identification signs; • New business identification signs; and • Change of message on existing signs.

However, where the Codes SEPP contains the same type of exempt development as an LEP, the provisions under the Codes SEPP prevail (refer to cl.1.9 of the Codes SEPP). As the exempt development types under NSLEP 2013 are the same as those under the Codes SEPP, the exempt development provisions relating to signage under NSLEP 2013 have no effect. 3.5 NSDCP 2013 Section 9 to Part B of the DCP sets out requirements for advertising and signage. The DCP contains controls relating to the following matters:

• design, scale and size, • restrictions, • content, • pedestrian and road safety, • heritage and conservation, • illumination,

• controls for specific sign types

• signage strategies • disabled access • implementation of new

technology. 3.5.1 Restrictions Section 9.6 to Part B of the DCP identifies instances where particular types of signage is not appropriate. In particular it states:

Objectives O1 To avoid visual clutter and the proliferation of signs. O2 To ensure that advertisements relate to the use of the land on which they are

located. O3 To preserve residential character, streetscapes and vistas. Provisions P1 Signage, other than exempt development, business identification signage or

building identification signage is not permitted in the following areas: (a) Residential zones (R2, R3 and R4 zones), (b) E2 - Environmental Conservation zone, (c) RE1 - Recreational Area zone,


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(d) RE2 – Private Recreation zone, and (e) Heritage conservation areas

P2 The following forms of advertising are not considered appropriate: (a) Above awning signs, (b) Flag pole signs, (c) Inflatable signs, (d) Moving and flashing signs, (e) Sandwich boards, (f) Video or variable message signs, (g) Animated signs, (h) Roof or sky signs, and (i) Large signs (>20m2 or higher than 8m), including billboards.

P3 Must not provide more than one large building and/or business identification sign per building, allocated to a major tenant of that building.

P4 Avoid advertising products that are not sold on the premises. P5 Maximum of one directory board per multiple-occupancy buildings. P6 Where provided, the name or logo of the person who owns or leases an

advertisement must be integrated into the advertising display area and not exceed 0.25m2 in area.

P7 Any consent granted by Council for advertising signs (i.e. not building identification or business identification signs) is valid for a maximum of three (3) years.

3.5.2 Rooftop signage Section 9.11 to Part B of the DCP contains controls relating to different advertising structure types. In particular, the Section states in relation to ‘roof or sky signs’:

P1 Roof or sky signs are generally not permitted. However, Council may consider new roof or sky signage, but only where: (a) the new signs replace one or more existing roof or sky signs and

improve the visual amenity of the locality; and (b) the new signs improve the finish and appearance of the building and the

streetscape. P2 Roof or sky signs will only be permitted on buildings used solely for non-

residential uses in the B3 Commercial Core or B4 Mixed Use zones. P3 Roof or sky signs must not be positioned higher than the highest point of any

part of the building, including lift overruns or air conditioning plants but excluding flag poles, aerials, masts and the like.

P4 Roof or sky signs must not be wider than any part of the building and also in accordance with the relevant desired character statement in Section 9.2.

3.5.3 Digital display signage The DCP is largely silent with regard to providing guidance or control for digital display signage. Section 9.16 to Part B of the DCP contains controls relating to ‘new technologies’. In particular, the Section states:

Objective O1 To provide some flexibility in Council’s controls where new signage

technologies become available.


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Control P1 Future advertising generated by new technologies will be considered on their

merits. P2 Proposals involving animation, video screens and other forms of movement are

considered inappropriate. P3 Advertisements that cover glass facades (for example, coloured film) are

generally discouraged unless they are limited in size and period of use. This section was incorporated to provide a level of flexibility as new technology emerged. Whilst there is generally no objection to allowing signage that comprise digital display panels, their location, message content and use are not considered appropriate in all instances. It is therefore recommended that a new controls be created to address digital display advertising structures, such that a consistent approach is applied to their assessment. 4. Primary Issues Whilst there is nothing that prevents the erection of digital display panels under the current planning regime, there is also a general lack of control as to where this type of signage may be considered appropriate and for what type of advertisements. 4.1 Content of Digital Display Panels The widespread use of LED technology has significantly changed the way in which advertising is presented to the public in the outdoor domain. The use of LEDs enables advertising structures to act like large television screens displaying both static and dynamic images. The use of this technology in the advertising industry results in a number of benefits including the removal of the need to constantly replace the medium (e.g. paper, vinyl skins) that displays the advertisements and reduced illumination costs. Conversely, the use of such technology can also have a number of negative impacts, including:

• Reduced driver safety if dynamic messages (e.g. video/motion) are displayed, through increased distraction opportunities;

• Significantly changing an area’s character, due to increased advertising areas, especially if used for business identification and/or building identification signage purposes;

• Increases in sky glow resulting from the need to illuminate larger areas of an advertisement;

• Decreasing wayfinding opportunities if the message content of a sign is able to be constantly changed; and

• Potential reductions in amenity. As digital display signage can be used for a variety of purposes (i.e. building identification signage, business identification signage and general advertising), there is no potential to amend NSLEP 2013, which is principally used to control the use of land and not the form of development. Therefore, the most appropriate place to control such development is though Council’s DCP.


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NSDCP 2013 currently has no provisions that control the content or location of digital display signage. Accordingly, there is the potential that such signage could significantly change the character of localities through the LGA if left uncontrolled. It is therefore recommended that a policy position be established, before such signage proliferates throughout the LGA in an ad-hoc manner and irreversibly changes the character and amenity of localities. 4.2 Codes SEPP On 22 February 2014, the Codes SEPP was amended to include new provisions that enable the content of an existing building identification sign or business identification sign to be changed, subject to meeting specific criteria (refer to section 2.3 of this report). Should Council permit a building identification sign in a digital display format, there would be nothing to prevent the proponent from changing the content of the sign at any time despite any conditions placed on a development consent for that signage. Two options are available to prevent the potential for messages on building identification signs being changed on a regular basis. 4.2.1 Option 1 – Amend NSDCP 2013 The use of digital display signage for building identification purposes is not considered appropriate, especially where it is located at the top of a building. In particular, the form of digital display panels currently being proposed (large rectangular boxes) for use as a building identification sign has the potential to significantly alter the character of our town centres, particularly at night. Furthermore, it is not considered appropriate to allow a building identification sign’s message to change at regular intervals, as it would reduce ‘wayfinding’ opportunities through a locality. It would also lead to the sign becoming more of a ‘general advertisement’ rather than a naming opportunity. For these reasons, it would be appropriate to limit building identification signage at the roof top levels of buildings to individual letters, characters, symbols and or logos. This would ensure that the existing character of skylines to our town centres is maintained and that the messages could not change without first obtaining development consent. 4.2.2 Option 2 – Amend Codes SEPP Council could request the DPE to amend the Codes SEPP to prevent the erection of digital display signage as a form of building or business identification signage where it is located above the ground floor level of a building. In addition, it could be requested that a proposed change of message to a building identification sign or business identification sign in a digital display format be further restricted to ensure that the messages do not constantly change. This could be achieved by placing a restriction on the dwell times of the message and that the message must be limited to a business located within the building or directly adjacent tenancy. The SEPP’s amendment cannot be guaranteed, as Council has no control over its content. However, nothing prevents Council from approaching the DPE requesting such an amendment.


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4.2.3 Preferred Option Whilst Council can guarantee the desired outcomes through the implementation of Option 1, it has no control over the implementation of Option 2. Notwithstanding the implementation issues with Option 2, it is recommended that both options are pursued to ensure that the characters of areas can be appropriately controlled. 4.3 Characterisation LED digital display panels have the capability of displaying any type of message they like. There is concern that the current emergence of the use of this technology at the roof top levels of buildings in the guise of building identification signage may morph into a request for general advertising signage. The premise behind this concern is that the owner of the sign may state that a change from a building identification sign to a general advertising sign with no change to the actual signage structure will have a negligible impact on the environment. Despite there being no changes being made to the signage structure, such a change has the potential to detrimentally impact on an area’s character, especially if such signage is attached to buildings containing or adjacent to residential development and the dwell times of the sign are significantly reduced. A change in classification of the digital display sign will have its biggest impact where it is located at or near the top of a building that forms part of the prevailing skyline. For these reasons, it is not considered appropriate to allow digital display panels at or near the tops of buildings. NSDCP 2013 needs to be amended to address this particular issue. 4.4 Creation of Strata Lots for Signage Purposes On 22 August 2005, Council granted approval to DA 92/05, for the erection of two illuminated roof advertisements and works to roof area of approved (but at the time, yet to be occupied) mixed use building, and creation of signage strata lots at 55 Lavender Street, Milsons Point. This is the only known instance in the North Sydney LGA where this has occurred. Upon review of Council’s assessment report in relation to DA 92/05 it is noted that whilst the implications of the proposed strata subdivision were considered, it was limited to its permissibility and impact on an adjacent heritage item. The creation of separate strata lots for signage sets an unwanted precedent, as it assumes a right for the continual use of the lot for signage purposes, despite any change in the desired future character of a locality to have such signage removed. Creation of separate strata lots for signage strata lots within the Milsons Point Town Centre and other mixed use zones is inconsistent with Council’s endorsed policy position to restrict new roof top level signage as the area transitions from a predominantly commercial area to a residential one. Therefore, there is an opportunity to establish a clear policy position prohibiting/restricting separate signage strata lots under the current NSDCP 2013. 4.5 Multiple Building Names Council has received multiple applications seeking to replace roof top building identification signs, characterised by individual characters or logos with large LED digital display panels, which have the potential to change the message of the sign without the need to rely on modifying the advertising structure. Whilst this approach is considered to be positive in terms


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of minimising the use of resources for construction purposes, it can have a negative impact in terms of identifying buildings and the desired future character of a locality. It is commonly accepted that buildings can have up to two names. Firstly a building may have been given a name at the time of its construction (e.g. 100 Miller Street – ‘Northpoint’). Buildings may also be known by any signage attached to their roof tops (e.g. 100 Miller Street – the Panasonic building). However, if digital display panels are permitted to be erected on roof tops to display multiple businesses over a short period of time, it becomes difficult for people to properly identify the building. In NSIPP’s assessment of the proposed LEP digital display panels for building identification signage purposes (DA 153/14) it deemed that the regular changing of the name of a building is considered inappropriate and stipulated in its approval, that the building name as displayed on the roof top of the building must have a dwell time of at least 1 year. In light of NSIPP’s decision, the use of LED digital display panels is generally considered to be an inefficient use of this type of technology which is essentially designed to act like a television screen. The use of digital display panels at the roof top level of buildings has the potential to dramatically change the character of an area, particularly at night. This is due to the whole panel needing to be illuminated, resulting in significant increases in illuminated area. It also creates a homogenous signage shape at the roof top level. One advantage of maintaining the traditional forms of roof top signage, with its dividual characters or logos, is level of variety it creates in the skyline. On this basis, it is recommended that LED digital display panels not be used for building identification purposes on the roof tops of buildings. 5. Analysis of other Planning Controls Prior to revising and establishing any new controls for NSDCP 2013, an analysis of other planning controls used both within Australia and overseas has been undertaken. This is to ensure that Council is adopting best practice principles for the control of digital display signage and roof top signage. Particular focus has been given to the objectives for signage and advertising, and the development controls and restrictions for building identification and roof top signs, and digital display panels. A description of the full methodology and extent of controls examined is contained in Attachment 3 to this report. A detailed description of the controls is provided in the table to Attachment 1. Signage Objectives Comparison of the development standards and controls across Australia, overseas and within NSDCP 2013 revealed consistent overarching general objectives with regard to signage and advertising. The objectives generally require signage and advertising to:

• Preserve and be consistent with the architecture and scale of the building on which it is located;

• Be consistent with the current and desired future character of the area;


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• Maintain or enhance the skyline, views and vistas, and residential amenity; • Minimise cumulative visual clutter and light pollution; • Enable economic benefits of advertising for businesses while protecting public

interest; and • Pose a neutral or positive impact to road safety.

4.1 Review of Australian Controls 4.1.1 Building identification and roof top signs Controls for building identification signs are typically similar to the controls for roof top signs with a common objective to reduce the adverse impacts of visually prominent signage located at higher building levels. Location There is a consistent approach across Australian councils to permit building identification and roof top signs within commercial, industrial and mixed use zones, while prohibiting these signs from residential zones. This approach is consistent with NSDCP 2013 which states these signage types are generally not appropriate within North Sydney, however, are permitted subject to meeting a number of criteria. Size The dominant approach to restrict building identification and roof top sign size is through qualitative measures requiring the size to be sensitive to the scale of the building on which it is located, rather than using numerical controls. The dominant approach is consistent with the qualitative measures adopted in NSDCP 2013. Number There is an absence of controls restricting the number of signs per site, however, where present they tend to be restricted to one per façade. The draft Sydney DCP 2015 restricts the number of building identification signs to a maximum of two at roof top level and one at entry level, and is considered an appropriate model for NSDCP 2013 to adopt. Content The content of building identification signs is typically limited due to the definitions applied to this signage type. A few councils limit the content of roof top signs for building identification purposes, restricting such signs to the owner or major tenant of the building. NSDCP 2013 is generally consistent with this approach restricting roof top signs to owners of the building or major tenants of the building. Form The form of these signage types was generally unrestricted, consistent with NSDCP 2013. An approach used by a few councils to restrict form to individual characters or logos is considered an appropriate model to follow for NSDCP 2013. Illumination


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The illumination of roof top signs is consistently restricted through curfew hours and maximum luminance levels. This approach is consistent with NSDCP 2013. However, there is an opportunity to impose clearer restrictions for mixed use areas which are currently or about to undergo a change in character due to significant increase in residential development (e.g. Milsons Point). 4.1.2 Digital Display Panels Relatively few councils have controls relating to digital display panels and other new signage technologies. Where these controls exist, they tend to be highly varied and inconsistently applied. The controls also appear to reflect a presupposed use for such signage (e.g. small scale directory boards). Location The main controls in place relating to digital display panels restrict this technology to specific zones (e.g. commercial core) and character areas (e.g. retail districts). Size, number and content Restrictions on the size and number, and display content for digital display panels (e.g. static or dynamic) are largely absent for most councils. Illumination There is an absence of controls relating to the illumination of digital display panels across Australian councils. Councils that impose such controls adopt inconsistent approaches with a mixture of qualitative or quantitative measures in place. NSDCP 2013 only provides a qualitative approach to illumination impacts and an opportunity exists to incorporate a quantitative approach. The criteria used under the 2015 draft Transport Corridor Advertising Signage Guidelines provides a suitable starting point for such controls. Public Benefit Few councils impose public benefit tests for the approval of digital display panels to dedicate advertising time for community information or disaster management messages. NSDCP 2013 contains public benefit tests for other signage types and there is potential to adopt a similar approach for digital display panels. 4.2 Review of International Controls 4.2.1 Building identification and roof top signs International controls for building identification and roof top signs are largely similar to those adopted by Australian councils and are mainly restricted based on location, size, number and the display of first and third party content. Location International controls restrict building identification and roof top signs to commercial and industrial land use zones, and specific heights above ground level. Size


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Restrictions on size are largely absent, however, where present tend to be expressed numerically as a percentage of the façade area. This approach is not considered appropriate for NSDCP 2013 as it does not enable flexibility to ensure that the sign positively relates to the part of the building to which it is attached. Number The dominant approach of international controls is to restrict the number of signs to one per façade, an approach that is generally consistent with NSDCP 2013. Content Restrictions on the content of building identification signs varied. Two councils restrict content to the building owner or major tenant consistent with the approach adopted in NSDCP 2013. 4.2.2 Digital Display Panels The majority of international councils have controls relating to digital display panels. However, these controls tend to reflect a presupposed use for such signage. Location Digital display panels are restricted to commercial and industrial zones, or retail and entertainment districts. One council restricts the location on a building of digital display panels to below second storey level. The latter approach is considered appropriate for incorporation into NSDCP 2013. Size and number There is an absence of controls relating to the size and number of digital display panels. However, the City of Toronto restricts digital display panels to a maximum of one per site and is considered appropriate for incorporation into NSDCP 2013. Content and dwell time The majority of councils restrict digital display panels to static content, with dwell times ranging from eight seconds to one minute. The approach to restrict digital display panels to static content only is considered appropriate for NSDCP 2013 to adopt. It is not considered appropriate to permit dwell times shorter than one minute due to the adverse impacts on road safety and the character of an area.

6. Analysis of the Use of Digital Display Panels An analysis has been undertaken in relation to the use of digital display panels by examining images and recent articles from cities across the world. The detailed analysis is contained in Attachment 3 to this report. 5.1 What are digital display panels being used for? Digital display panels are predominantly being used for the promotion and marketing of products and services of businesses that are located on a site or for general advertising purposes (e.g. digital billboards) which does not directly relate to the land to which they are attached.


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This technology is most commonly utilised for advertising wholly contained within buildings (e.g. shop window displays). Outdoor digital displays are principally used for third party advertising on billboards in major pedestrian and road thoroughfares, and not for building identification signage purposes. 5.2 Where are digital display panels predominately located? Digital display panels tend to be located on the lower elevations of buildings between the street level and the fifth storey. Where digital display panels are located at the roof top level, they tend to be limited to buildings less than ten storeys in height. Outdoor digital display panels are typically found in designated sign districts and/or character areas. In these designated locations, digital display panels appear to be deliberately encouraged to serve a contributory purpose for place making and branding (e.g. retail and entertainment districts). 5.3 What types of signs are used at the roof tops of buildings? Analysis of global cities indicates that building identification signs are the most common type of sign located at the top of buildings. Building identification signs tend to comprise individual characters and/or letters, and to a lesser extent corporate symbols or logos. Three notable exceptions were found (refer to Attachment 3) where roof top signs comprised digital display panels, either as general commercial advertising or as a building identification sign, including:

• Phoenix Plaza, Shenzhen, China; • China Telecom Tower, Shenzhen, China; and • Absa building, Johannesburg, South Africa

. 5.4 What type of character do the roof top signs create? A skyline’s character is dependent on architectural form, diversity of building height, topographical background, and the amount of signage and advertising present. Building identification signs with a mixture of text, logos and corporate symbol display content contribute to a more interesting night-time commercial precinct skyline due to varied illuminated outlines at the roof top level. Fewer building identification signs at roof top level also improve character by creating a diverse skyline and minimal saturation of light during evening hours. The broad-scale replacement of traditional building identification signs with digital display panels will have adverse impacts on residential amenity and the character of a skyline, including:

• a more homogenous skyline whereby the outline of individual characters and graphics are lost to simplistic rectangular structures;

• greater levels of light pollution within the skyline due to a larger illuminated display areas compromising residential amenity and character;

• loss of character resulting from signage that detracts from the architectural features of buildings;


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• larger areas of black that exist when the sign is not illuminated; and • loss of way finding and visual recognition possibilities from the replacement of

semi-permanent building identification signage with highly variable static content.

7. Other Matters Council staff have also taken the opportunity to undertake a general review of the Advertising and Signage section of the DCP to determine if there are any other issues which require immediate attention. The review has identified a number of minor issues which hamper the clarity and readability of the DCP. Accordingly, the DCP could benefit from further amendment to address these minor issues. In particular, the following issues have been identified:

• there have been changes to legislative and planning instrument requirements; • the clarity of the desired future character for sign type and location in different

localities could be improved; • there are some inconsistencies in the application of the same requirement for

building identification signage throughout the section; • a need to separate the requirements for general commercial advertising and

building identification signage and business identification signage; and • it is unclear if signage can be applied to construction hoardings.

8. Proposed Amendments to NSDCP 2013 With due consideration to the implications raised in the previous sections, it is recommended that Section 9 – Advertising and Signage to Part B of NSDCP 2013 be amended to ensure that new digital display signage is appropriately sized, located and positioned to minimise adverse impacts and to protect and enhance the character of the Local Government Area. It is also proposed to correct a number of minor errors and reword certain provisions to improve the readability and implementation of the intent of the controls. The proposed draft amendments to NSDCP 2013 are contained in Attachment 2 to this report. The objectives of the proposed draft amendments to NSDCP 2013 include:

• Minimising adverse impacts on residential amenity and skyline character from the proliferation of signage and advertising; and

• Protection of the existing and desired future character of specific areas. The proposed draft amendments focus primarily on establishing clearer restrictions relating to roof top building identification and digital display panel signs, and broadly include the following: General signage provisions

• Not allowing strata subdivision for separate signage lots for all signage types (Section 9.6).

• Provisions relating to general advertising for a variety of signage types (e.g. digital signs and bus shelters signs).


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Roof top building identification signs • Restricting new roof top building signs, and phasing out existing building

identification signs in the Milsons Point Town Centre (Section 9.2.2). • Restricting roof top building identification signs to commercial buildings and a

maximum of two per site in the North Sydney Centre (Section 9.2.4). • General provisions for the entire LGA relating to the content, location, form

and number of these signs per building. Digital signs

• Classification of non-static (dynamic) electronic displays as not appropriate (Section 9.6).

• Compliance with the standard illumination curfew hours (Section 9.10). • Provisions for digital signs used for identification signage purposes (Section

9.11), including: o size restrictions; o minimum dwell times for static content; and o requirement to be contained wholly within a building at the ground

floor level. • Additional restrictions for digital signs used for general advertising purposes

(Section 9.12), including: o the appropriate height above ground level; o display of static content only and corresponding dwell times; o reduction in the area of display when converting an existing general

advertising sign to digital media; and o requirement to satisfy a public benefit test.

It is recommended that the draft amendments be placed on public exhibition for a period of 28 days in accordance with the requirements under the Environmental Protection and Assessment Act, 1979 and associated Regulations. 9. Conclusion In response to the assessment of a number of development applications, for large scale LED digital display signs, Council’s assessment planners have raised the issue that Council’s current planning controls provide little guidance when addressing applications for digital display signs. In response to the Council assessment planner’s concerns, Council staff have investigated the effectiveness of Council’s current planning controls relating to advertising and signage to determine if they need to be amended to provide an appropriate balance between the needs of advertisers, property owners and residents whilst protecting and enhancing the desired future character of the varied areas of North Sydney. At the conclusion of the investigation, it was recommended that Section 9 – Advertising and Signage to Part B of NSDCP 2013 should be amended to ensure that new digital display signage is appropriately sized, located and positioned to minimise adverse impacts and to protect and enhance the character of the Local Government Area. It is also recommends the correction of a number of minor errors and rewording certain provisions to improve the readability and implementation of the intent of the controls.

1

ATTACHMENT 1 - TABLE 1: Analysis of Planning Controls

Council Signage type Development

Standard

Control

AUSTRALIAN CONTROLS

City of Sydney

Sydney DCP

2012

General

Signage

3.16.3 General

requirements for signs

Signage stratum or strata subdivision not permitted

Sign content relates to an approved use on site

Signs are compatible with architectural features and streetscapes

Building

identification

sign

3.16.5 Number of

business and building

identification signs

Maximum three building name signs, including:

2 at roof or parapet level, with 1 per façade;

1 at building’s entry

3.16.6 Location and

design of building


Location

Not permitted on heritage items

Separation distance of 500 m between 2 signs of the same name, company or logo required

Commercial names not to be used on wholly or majority residential buildings

Content

Sign not sold or leased for commercial advertising

Logos preferred

Content restricted to:

name of building,

owner, or

significant tenant which occupies largest amount of floor space

Form

Form must comprise individual letters with no backing screen

Roof top

signage

3.16.6 Location and

design of building


Location

Located at parapet level, or on walls of roof top plant room

Form and type

May only comprise a building identification signs type

Form must comprise individual letters with no backing screen

Sky signs not permitted

Size

Sign size must be consistent with building scale

2



Standard

Control

Digital display

panel

3.16.4 Illumination and

animation of signs

Animated signs discouraged, may be appropriate on temporary basis

Animation permitted in specific signage precincts

Haymarket and Chinatown, and

Darlinghurst Road

City of Sydney

Draft Sydney

DCP 2015

General

Signage

3.16.3 General

requirements for

signage

Changes to content requires new development consent

Building

identification

sign

3.16.5 Building


Size maximum of 2.5 sqm

Height above ground maximum 15 m

3.16.5.2 Top of

Building Signs

Location

Restricted to B8 Metropolitan Centre zone only

Not permitted on heritage items

Content

No third party advertising in the guise of a building identification sign

Dynamic and/or variable content not permitted

Content restricted to names or logos of:

Building owner; or

Significant tenant that occupied > 50% floor area

Form must comprise individual characters, numbers or symbols

Number

Number of signs restricted to 2 per site

1 sign per façade

Size and content of signs to be identical on both façades

Size

Vertical height of sign restricted to one floor of site

Roof top

signage

3.16.5.2 Top of

building signs

Same as above

3



Standard

Control

Digital display

panel

3.16.7 Conversion of

existing advertising

structures to electronic

variable content

Electronic variable content signs restricted to the replacement, upgrade or conversion from existing

advertising structure

Location

May be permitted in George Street Signage Precinct

Permissibility in all other character areas restricted to non-foreshore areas or locations with small-

scale buildings

E.g. Newtown, Broadway and Parramatta Road, China Town, Oxford Street West, and the

Darlinghurst Road Kings Cross Signage Precincts

Size

Display area to be minimum 30% smaller than existing signage display area

Size < 45 sqm

Operational restrictions

Operational management plan required

Maximum illuminance for various time of day and weather conditions

Night time hours operation vary depending on the zone

Powered by renewable energy sources

Public Benefit test:

15% of advertising time dedicated to Council use for community messages and public

information; and

Satisfy miscellaneous public benefit requirements at Council’s discretion.

Content

Minimize use of white or light colours

Display static content only

Minimize amount of text and information

Dwell time: 45 seconds

Illumination

A light impact assessment is to be prepared in accordance with Clause 9.1, Schedule 9.

Illumination requirements subject to max luminance values for daylight and nigh time hours

Brightness must be automatically adjusted to ambient conditions

4



Standard

Control

Sign to have a maximum horizontal viewing angle of 160 degrees and maximum vertical viewing

angle of 70 degrees to limit light spill.

Schedule 9 Guidelines

Guidelines for Visual and Light Impact Assessment and Traffic Safety reports for conversion to

electronic variable content

3.16.6.8 Dynamic

content signs

Dynamic Content Signs – Business signs

Restricted to Business identification signs and on premises advertisements

Zone restrictions B3, B5, B7, B8 and IN1

Located < 4 m height above ground

Located entirely within a building – not external

Illumination and brightness must be automatically adjusted to prevailing light conditions

Willoughby

Willoughby

DCP 2006

General

Signage

G.5.3 General

Performance

Requirements

Sign content to relate to land use activity of the property

Building

identification

sign

G.5.4.4.1 Advertising

on multi-tenanted

commercial buildings

Location

Building identification signage controls are permitted in business and industrial zones

Buildings > 5 storeys in height may contain a building/complex or primary tenant name at the

parapet or upper most level, and a second identification name above the building entry

Content

Limited to building or complex name, or primary tenant identification

Roof top

signage

G.5.4.4.1 Advertising

on multi-tenanted

commercial buildings

Buildings > 5 storeys may be considered for parapet level primary tenant identification and building

entry level secondary tenant identification

Digital display

panel

G.5.3 General

Performance

Requirements

Variable message sign advertising not permitted on public roads and require development consent

on private property

City of

Parramatta

General

Signage

5.5 General

Requirements

Sign content to relate to use, business or activity on site

5



Standard

Control

Parramatta

DCP 2011 Building

identification

sign

Business Zones Location

Signs should be located below roof eaves or parapet lines

Content and naming rights

Naming rights limited to corporate or head tenant identification

Secondary naming rights permitted at building entry

Roof top

signage

Business Zones Signs should be located below roof eaves or parapet lines

Digital display

panel

Nil Nil

City of

Melbourne

Melbourne

Planning

Scheme

General

Signage

General Signs should not interrupt views and vistas along roads leading to/from City

Integrated approach to signs on buildings with > 1 occupancy

Building

identification

sign

Guidelines for Signs

within Capital City

Zone

Capital City Zone only

Logos of corporate bodies with naming rights or major tenants permitted

Name of building permitted

Roof top

signage


within Capital City

Zone

Roof signs definition – wall signs located > 40 m height

Location

Permitted in Capital City Zone

Number

Maximum 4 signs per site, 1 per façade

Content

Logos of:

corporate bodies with naming rights,

major tenants or

name of building

Digital display

panel


within Capital City

Zone

Permitted in Capital City Zone

Animated signs not permitted

General 5.2 Urban Typologies Signage should be well integrated, simple and contemporary

6



Standard

Control

City of Port

Phillip

Outdoor

Advertising

Guidelines 2007

5.3 Other Urban

Attributes

Signage should not detrimentally affect important views or vistas

Consideration to be given to visual catchment of sign and proximity to other business signage

Building

identification

sign

Nil Nil

Roof top

signage

Nil Nil

Digital display

panel

Nil Nil

Brisbane City

Council

Advertisements

Local Law 2013

&

Advertisements

Subordinate

local law 2005

Building

identification

sign

Schedule 3

Advertisements in city

environments

Appropriate in City Centre, Business Centre and Industry Environments

Maximum 48 sqm in size

Schedule 4, Part 2,

Clause 27 High Rise

Building Sign

Location

> 10 m above ground level

Contained within building outline

Content

Consistent on all façades and may display the name of:

the building;

owner of naming rights; or

1 occupant of building

Roof top

signage

Schedule 4, Part 2,

Clause 42 Roof Sign

Maximum size of 5 sqm

Contained within building outline

Size and form appropriate with scale and character of the building and surrounding development

Digital display

panel

Clause 9A New

Application on change

of advertising media

Change in advertising media requires a new development application

7



Standard

Control

Schedule 4 Part 2 5B:

High Impact Electronic

Display Component

signs

Location

3 m separation between adjoining property boundary

200 m separation distance between 2 High Impact Electronic signs, unless a pedestrianized area

< 12 m above ground level at the highest point

Size

Consistent with area character and scale of buildings

Public Benefit

Must display disaster management messages in the event of an emergency declaration

Schedule 5, Part 4

Criteria for

Inappropriate

advertisement

Applications for signage that is ‘generally inappropriate’ must be required to address four criteria:

Site is uncharacteristic with surrounding character;

Site is consistent with characteristics of a different city environment where that signage is

permitted;

Type of proposed sign is appropriate to the city environment; and

Element of public safety or community benefit

City of

Adelaide

Development

Plan 2015

Building

identification

sign

Nil Nil

Roof top

signage

Nil Nil

Digital display

panel

Nil Nil

City of Perth

Planning

Scheme:

Planning Policy

Manual

General

Signage

6. General Policy Signs are to be for the purpose of the identification or naming of the building. or major activities

on site

7.3 Inscriptions of

Signs

Display content:

The name of one or more occupiers;

Details of business conducted on premises; and

Details of goods sold on premises.

8



Standard

Control

Building

identification

sign

Nil Nil

Roof top

signage

9.8 Roof Signs Size - Contained within building outline

Content - Must not contain flashing lights

Illumination - must not adversely impact residential amenity

Consistent with building character, not permitted on heritage buildings

Digital and

LED display

panel

9.2. Animated or ‘New

Technology’ Signs

Permissible only in City Centre Precinct 1 and 5

Animated signs not permitted

Should not be visible by passing motorists

ACT Planning

and Land

Authority

Signs General

Code 2008

Building

identification

sign

Part A General

Development Controls

Location - Permissible in all zones

Form - separate characters and symbols

Number - 1 sign per façade

Not illuminated

Roof top

signage

Part A General

Development Controls

Permissible in all zones, except residential zones

Second and third party advertising not permitted above 1st storey

One sign per building elevation

Illumination not permitted

Digital display

panel

Clause 2.5 Changeable

message sign

Changeable message signs (“variable message sign”)

1 per building elevation

Maximum size of 2.5 sqm

Illumination must not pose unreasonable impact on residential properties

Illumination must minimise light spill effects or the escape of light into night sky

City of Hobart

Planning

Scheme 2015

Building

identification

sign

Nil Nil

Roof top

signage

Sign Standards Location

Permissible in Commercial, Central Business, Urban Mixed Use and General Business zones < 750

mm from top of sign to roof or parapet

9



Standard

Control

Located on buildings < 7500 mm

Size

750 mm height x 4500 mm width

Digital display

panel

Nil Nil

INTERNATIONAL CONTROLS

City of Toronto

Sign Bylaw 694

Building

identification

sign

694-21 District Specific

First Party Sign

Regulations; and


third party sign

regulations

Commercial, and Commercial-Residential (Mixed Use) Zones:

Minimum 500 m separation distance between two third party signs

Located:

Above 10 storeys, and

Parapet, upper most storey or plant room level

Maximum 2 signs per site, and 1 per façade

Size must not exceed 20% of the wall area

Roof top

signage

Nil Nil

Digital display

panels


First Party Sign

Regulations

First Party electronic wall signs:

Location

Permissibility restricted to specific districts

Located below the 2nd storey

Cannot be erected on buildings containing residential uses

Not permitted in residential zones

Size

Display area < 20% of the total wall area

Content

Static copy only

Minimum dwell time of static copy is 1 minute

Number

1 sign per premises

10



Standard

Control


third party sign

regulations

Third Party electronic wall signs:

Location

Minimum separation distances between an electronic wall sign and residential, open space and

mixed use zones apply

Not permitted in residential zones

Size

Size < 20 sqm

Must not extend above the parapet

Content

Static copy only

Minimum dwell time is 10 seconds

Vancouver

City

Sign Bylaw

6510

Building

identification

sign

Nil Nil

Roof top

signage

Nil Nil

Digital display

panel

Electronic Signs Heavily restricted to signage precincts – Granville Street entertainment district.

City of Seattle

Municipal

Code, Chapter

23.55 Signs

Building

identification

sign

23.55.034 Signs in

Downtown Zones

Building identification signs permitted in Downtown (commercial and mixed use) zones

Roof top

signage

23.55.024 Signs in

residential commercial

(RC) zones

Signs above 15 ft (4.5 m) not permitted in the RC zones (Mixed Use zone)

Digital display

panel

23.55.034 Signs in

Downtown Zones

Video display methods are prohibited in all zones (except as provided in Section 23.55.005)

Downtown zones (e.g. Commercial Core and Mixed Use core zones)

Electric signs are permitted to display the name of an occupant, < 64 sq inches (0.04 sqm)

Electric signs may use video display methods

11



Standard

Control

Static copy dwell time: 20 seconds

City of Phoenix

Zoning

Ordinance,

Chapter 7:

705 Signs

Building

identification

sign

705 (D) (3) Wall signs

– specific standards

Signage over 17 m height above ground are to comprise building identification signs only

Content restricted to the name of building or one occupant

Signs must comprise the same name on all façades

2 signs per site

Size restricted to 1% façade area

Roof top

signage

705 (D) (1) Ground and

Wall Signs – General

Standards

Commercial and industrial zones only

Wall signs to be located no closer to roofline than one-half of the vertical dimension of the sign

Digital display

panel

705 (C) (13) Electronic

Message Displays

Permitted in Commercial and Industrial zones, or on non-residential premises in Residential zones

Content is to be static and not appear to be moving

Dwell time: 8 seconds

Permitted for the purposes of a wall sign

City of Chicago

Chicago Zoning

Ordinance,

Chapter 17-12

Signs

Building

identification

sign

17-12-1000 Signs in

business, commercial,

downtown and

manufacturing districts

1 sign per site

Size - sign face area to be relative to height above ground

Form - individual characters

Content- name or logo of principal tenant (occupies 51% of total floor space)

Roof top

signage

17-12-0700 Prohibited

Signs

Only high-rise building signs permitted at roof level

Digital display

panel

17-12-0800 General

Standards

Dynamic image display signs:

Location

Permitted in Business zones (B1 and B2).

Size

< 25 % of façade area or max. 32 square feet (Neighbourhood business districts)

< 25 % of façade area or max. 64 square feet (Major Business Districts)

17-12-0700 Prohibited

Signs

Video display signs prohibited in all zones

12



Standard

Control

City of Los

Angeles

Municipal Code

Building

identification

sign

Chapter 1, article 4.4

Sign Regulations

Building identification signs (“High Rise Signs”):

Only signage type permitted > 100 feet (30.5 metres)

Size to be 5% of the wall area, and < 80% of the width of the wall

Roof top

signage

Section 14.4.13 Roof

Signs

Maximum area 300 sq feet (28 sqm)

Located 2 feet (0.6 m) below ridge of roof

Digital display

panel

Section 14.4.4 General

Provisions

Third party (“off-site”) digital display signs are prohibited

Digital conversion of third party signs is generally prohibited

Auckland

Council

Sign Bylaw

2015

Building

identification

sign

Nil Nil

Roof top

signage

Nil Nil

Digital display

panel

Part 2 Requirements

applying to all publicly

visible signage

Static content only - must not move or appear to be moving –

Minimum dwell time: 8 seconds

Less than 3 sequential messages to impart the whole message

Must have automatic brightness adjustment

England

Town and

Country

Planning

(Control of

Advertisements)

Regulation 2007

Building

identification

sign

Schedule 3,

Part 1: Special classes

and conditions

Advertisements displayed for the purpose of identification:

Size < 0.3 sqm

Characters of symbols to be < 0.75 m in height

Not located > 4.6 m above ground

Roof top

signage

Nil Nil

Digital display

panel

Nil Nil

Northern

Ireland

Building

identification

sign

Nil Nil

13



Standard

Control

Planning Policy

Statement 17

(PPS 17):

Control of

Outdoor

Advertisements

Roof top

signage

Annex A: Guidance for

Outdoor

Advertisements

Roof signs (“High level signs”):

Must relate to the scale and primary use of the site

Read as part of the building

Not detract from architectural features

Not project above the parapet or eaves

Only the lettering should be illuminated

Digital display

panel

Annex A: Guidance for

Outdoor

Advertisements

Large electronic screen displays

Designed sympathetic to site

Architectural details should not be obscured or destroyed

Windows should not be covered and the normal functioning of a building should not be affected

Wales

Planning

Guidance

(Wales)

Technical

Advice Note 7:

Outdoor

Advertisement

Control 1996

Building

identification

sign

Nil Nil

Roof top

signage

Nil Nil

Digital display

panel

Nil Nil

DRAFT AMENDMENT - North Sydney Development Control Plan 2013

Advertising and Signage

Part B

Page B9-1

SECTION 9 ADVERTISING AND SIGNAGE

9.1 INTRODUCTION Advertising and signage is a prominent feature of the skyline and streetscape in North Sydney. It is an integral part of the streetscape in commercial centres, shopping villages and mixed uses areas, providing information to people on business locations, products and services. However, there is also a need to ensure that signage does not dominate or detract from the character of an area.

This Section has been formulated having regard to Outdoor Advertising - An Urban Design-Based Approach produced by the NSW Department of Planning and the Victorian Department of Planning and Housing. In particular, the Section aims to maintain and enhance the characteristics of buildings, streetscapes, vistas and the significance of Sydney Harbour and

to encourage well designed and carefully positioned signs that contribute to the vitality and character of North Sydney, while having regard to the amenity of residents, pedestrians and

the safety of motorists.

9.1.1 General Objectives The general objectives of this Section of the DCP are to ensure that signage:

O1 is designed, sized and positioned in a consistent manner;

O2 does not detract from significant views, vistas and sensitive streetscapes;

O3 adds character to the streetscape and complements the architectural style and use of buildings;

O4 minimises visual clutter or environmental degradation through proliferation;

O5 minimises the potential for adverse impacts on sky glow from the illumination of signs;

O6 conveys the advertiser’s messages or images without causing an adverse social impact upon the community; and

O7 Minimises impacts upon the safety of drivers and pedestrians.

9.1.2 When does this section of the DCP apply? This Section of the DCP applies to all development applications incorporating signage that can be seen from a public place such as a street, waterway or public reserve. Some types of signage are also permitted without development consent (refer to cl.3.1 – Exempt

Development and Schedule 2 - Exempt Development to NSLEP 2013 and Division 2 to Part 2 cl.2.72A and cl.2.72B of SEPP (Exempt and Complying Development Codes) 2008).

9.1.3 Relationships to Other Sections Where relevant, this Section of the DCP should be read in conjunction with the following Sections of the DCP:

(a) Part A: Section 3 – Submitting an Application;

(b) Part C: Character Area Statements.

9.1.4 Relationship to other documents and planning policies Where relevant, this Section of the DCP needs to be read in conjunction with the following:

(a) SEPP No. 64 - Advertising and Signage (SEPP 64)

The SEPP contains specific provisions relating to all forms of signage. Applications for all forms of signage, must give consideration to Parts 1 and 2 and Schedule 1 of the SEPP. Applications for signage, other than building or

http://www.comlaw.gov.au/ComLaw/Legislation/ActCompilation1.nsf/all/search/74D0FED766D895F0CA256F710050A725

http://www.comlaw.gov.au/ComLaw/Legislation/ActCompilation1.nsf/all/search/74D0FED766D895F0CA256F710050A725



B Part

B9-2 Page

business identification signs or signage which is exempt development, are also

required to be considered against the provisions of Parts 3 and 4 of the SEPP.

(b) Transport Corridor Outdoor Advertising and Signage Guidelines

This Guideline is required to be considered where signage is proposed to be located on Transport Corridor land as identified under SEPP 64. Draft amendments to these Guidelines were exhibited between December 2015 and February 2016. The principal amendments relate to the incorporation of new controls for the erection of electronic display panels. These draft Guidelines

should also be considered where electronic display panels are being proposed.

(c) Building Code of Australia (BCA)

Part B of the BCA contains provisions dealing with dead and live loads, load combinations and wind loads which may have an impact the way a proposed sign advertising structure is designed and affixed to a building or site.

(d) NSW Roads and Traffic Authority policy for advertising on RTA infrastructure (1999).

Applicants proposing signage on or visible from arterial roads should consider the safety of motorists in accordance with this Policy.

(e) Australian Standard AS 4282 - Control of the Obtrusive Effects of Outdoor Lighting

This Standard contains relevant guidelines for external illumination devices providing recommended limits for the relevant lighting parameters to contain

obtrusive illumination effects within tolerable levels.

9.2 ADVERTISING DESIGN ANALYSIS The following advertising design analysis aims to provide guidance on desirable forms of advertising in North Sydney for different zones and areas. Advertising design should

reinforce the character of advertising described in this analysis.

9.2.1 B1 - Neighbourhood Centre Zone (a) Waverton, Cammeray, Kirribilli, Blues Point Road

These areas consist mainly consist of one and two storey buildings with shops at ground floor

level that serve the local needs of the community and some shop top housing or office uses above. Existing signage is predominantly limited to small scale business identification signs such as fascia, under awning (some illuminated), top hamper and window signs. There are no large scale advertisements given the limited scale of the built form. The existing character of these villages should be retained and enhanced by limiting signage to small scale business identification signs in the forms previously described, at or below awning level.

9.2.2 B4 - Mixed Use Zone (a) Milson’s Point

Milsons Point has a diverse range of land uses including residential, commercial and retail uses that are mostly located in high density multi storey buildings that have a prominent location on the foreshores of Sydney Harbour. The character of the locality is currently transitioning from a predominantly commercial area into a residential one, with retail and commercial activities generally being limited to the ground floor level and sometimes first floor levels of mixed use buildings. Signage in Milsons Point predominantly comprises is a

mixture of small business identification signs (fascia, under awning, low wall and, projecting wall signs). There are some larger wall andbuilding identification signs located at or near the roof top of somesigns on buildings elevations that are quite visible from Sydney Harbour. These remaining roof top signs reflect the former commercial character of the locality. To enhance the views of North Sydney from Sydney Harbour and the Bradfield Highway, fFuture signage in the locality should be limited to small scale business and/or building identification



Part B

Page B9-3

signs located at lower levels where commercial development is permitted under NSLEP 2013

to enhance the views of North Sydney from Sydney Harbour and the Bradfield Highway and to minimise impacts to residents in mixed use buildings. Roof top building identification signs are to be phased out and over time removed to reflect the predominantly high density residential built form that is currently emerging.

(b) Crows Nest

Crows Nest is a lively, interesting main street shopping village that is predominately two storey with mostly retail shops and cafes at ground level. Current signage is limited to small

scale business identification signs (under awning signs (some illuminated), fascia signs, projecting wall signs, flush wall signs and window signs). There are, however, three large roof top signs displaying general advertising at the major intersection of Falcon Street, Shirley Road and the Pacific Highway that have an adverse impact upon the streetscape. For this reason, new or intensification of existing roof top signs further large and/or roof signs are discouraged in the Crows Nest area. There are also a large number of medium scale

business identification signage located above the ground floor level of buildings which add to

visual clutter. Future Ssignage in the Crows Nest Village should remain small scale, especially along Willoughby Road where there is a small scale village atmosphere and along the Pacific Highway where the traditional two storey parapet shopfront is a dominate feature. Signs located above the ground floor level of buildings Above awning signs on traditional shop frontages should be avoided to enhance the character of the Crows Nest Village Centre.

(c) St Leonards

St Leonards is undergoing a transitionhas been rezoned from a former commercial and industrial area to mixed residential use and commercial area. Current signage is predominantly comprises small scale business identification signs (under awning signs, fascia signs, flush wall signs at the ground floor level and window signs). There are a number of large scale existing roof and wall signs for building and business identification purposessigns that currently dominate the skyline. Given the area’s transition to a more residential focus, so any additional signage of this type should be avoided. Future sSignage in this area should

be limited to small scale business identification advertisements located at the ground floor

level of buildings (under awning, fascia, top hamper and flush wall) and no new larger illuminated wall and roof signs at upper levels.

(d) Cremorne and Neutral Bay

The built form in the Cremorne and Neutral Bay villages is generally two storeys with small shops located at ground level. Current Ssignage is predominantly compriseslimited to small scale business identification signs (under awning, fascia, top hamper sign, window,

projecting wall signs). There are two undesirable forms of signage that have an adverse impact on the streetscape including a large illuminated general advertising signs attached to both sides of on the pedestrian bridge sign located on the pedestrian over Military Road and adjacent to link to SCEGS Redlands and a large illuminated wall mounted general advertising wall sign on Military Road near Wycombe Road. Future signage should, therefore, be limited to small scale business identification signs at ground floor level to promote commercial

activity in the area.

9.2.3 IN2 – Light Industrial Zone (a) McMahons Point

This area is a mixture of modern two or three storey commercial buildings amidst one or two storey historic terrace houses and timber or stone cottages. Most of the non-residential uses in McMahons Point provide support services for businesses located in the North Sydney Centre such as advertising agencies, printers, graphic designers, publishers. Existing signage is mostly small scale business or building identification signs including flush wall,

fascia and illuminated under awning signage. There are no large scale signs within the Light Industrial zone with signage limited and subdued to preserve the partially residential character of the area. Small scale business identification signage is the desired level and form of advertising for this area.



B Part

B9-4 Page

9.2.4 North Sydney Centre North Sydney Centre is a vibrant, prosperous commercial centre consisting mainly of multi

storey commercial buildings. The area is well serviced with community facilities such as North Sydney Oval, the Stanton Library and the Civic Centre Park and the Don Bank Museum. Within the North Sydney Centre are two conservation areas (McLaren Street and Walker Street) that contain significant landmarks such as St Thomas Church and the Council Chambers.

Existing Ssignage within the North Sydney Centre is diverse with a number of large illuminated wall and rooftop building business identification signs that dominate the skyline.

In addition to these larger advertisements, there are numerous small scale business identification signs at street level, including under awning and window signs, top hamper signs, free standing signs, fascia signs and projecting wall signs.

The visual impact of the larger illuminated roof and walls signs in the North Sydney Centre is

significant given their prominent location on the shores of Sydney Harbour and their close proximity to the Bradfield Highway. To enhance views from Sydney Harbour, large rooftop buildingbusiness identification wall signs on multi storey buildings which are to be located

above first floor level should must not exceed more than be limited to two such signs per building that and must be are incorporated into the overall design of the building. Rooftop building identification signage is to be restricted to buildings solely used for business purposes to reflect their overall use. Generally, future additional signage should be limited to small scale business identification signs at ground floor level to convey messages to potential customers in preference to large scale roof and/or sky signs.

9.3 FAÇADE GRID ANALYSIS This is a simple technique that can be used to:

(a) comprehensively identify sign opportunities for inclusion by the council in any more detailed development control plan for specific precincts;

(b) identify appropriate sign opportunities for developers and occupants; and

(c) assess specific development applications for signs.

While the technique relates specifically to traditional building facades (such as those

commonly found in strip- shopping centres), the principles can be applied to all building forms.

Signage does not necessarily have to be placed on a building's front facade. For example, they can be placed on side-walls provided they do not interfere with the adjoining development. In these circumstances the principles of the technique still apply.

The technique is set out in the four steps below.

STEP 1:

To identify sign opportunities, subdivide the building’s facade along its main design lines to form a series of panels. Many traditional building designs can be easily broken into a grid based on the alignments of the parapet (skyline), cornice, verandah, window and door. An

example of this procedure is shown in Figure B-9.1.



Part B

Page B9-5

Figure B-9.1:

Establishing a façade-grid

STEP 2:

To identify possible signage locations, the rectangles of the grid may be used separately or

be joined together to form horizontal or vertical panels (refer to Figure B-9.2).

The scale of advertising signs should be compatible with the buildings they are on, as well as with nearby buildings, street widths and other existing signs. In most cases appropriate dimensions are achieved by restricting signs to grid locations or panels. This ensures that the original architectural character (set by the lines of awnings, window and door openings, parapet lines and setbacks) remains dominant.

On buildings with decorative facades, signs should not be placed on the decorative forms or

mouldings. Instead, they should appear on the undecorated wall surfaces, unless architecturally-designed sign panels are provided.

Figure 2 also shows that a building may be given a horizontal or vertical appearance simply by the way in which the sign panels are arranged across or down a building.

Figure B-9.2:

Horizontal or vertical panels

STEP 3:

Applying the technique to a series of buildings also illustrates the possible panels for the

streetscape and provides the basis for developing patterns and themes for a group of buildings and or tenancies.



B Part

B9-6 Page

Figure B-9.3:

Developing patterns and themes

Figure B-9.4:

Improving discontinuities in

streetscapes

Figure B-9.3 shows how the technique produces a uniform and clean series of sign possibilities instead of a haphazard array. It also shows that sign panels do not have to be rectilinear in design or contained in a perimeter margin unless these impose an architectural formality or introduce a continuity with the surrounding area which is presently lacking in the building.

Figure B-9.4 shows how a variation of the technique can be used to help correct

discontinuities in streetscape. The lines of adjacent buildings may be projected across the facade of the building, thereby defining horizontal panels in which signs may be located. This will achieve visual continuity with neighbouring buildings.

STEP 4:

Not every panel identified using this technique should be used to display a sign. The number and size of signs proposed is determined by provisions contained in the remaining parts of this Section of the DCP. In deciding which of the panels is the appropriate space for

advertising, the following matters should also be considered:

(a) the number and location of existing signs;

(b) the quality of the streetscape; and

(c) the objectives and provisions of this Section of the DCP.



Part B

Page B9-7

9.4 GENERAL CONTROLS - DESIGN, SCALE AND SIZE Objectives

O1 To ensure that signage does not detract from the architecture of the existing buildings to which it is attached, streetscapes and vistas.

Provisions

P1 Signage attached to buildings is to be designed, scaled and sized having regard to a façade grid analysis.

P2 Where practical, signage not attached to buildings must be designed to have regard to

the size, height and scale of nearby buildings and their elements.

P3 Signage should be visually interesting and integrated with the architecture of the building.

P4 Lettering, materials and colours should be used that complement the existing building or place.

P5 Signage must not dominate the building or site to which it is attached.

P6 Do not locate signage where it will obstruct views, vistas or cause significant overshadowing.

P7 Signage must not dominate the skyline or protrude above any parapet or eaves.

P8 Signage must not cover any window, other opening or significant architectural features of the building.

P9 The proposed means of fixture to the building or any support structure for freestanding signs must be consistent with the relevant character statement in Section 9.2.

P10 Avoid freestanding signs that dominate the skyline when viewed from the ground within one kilometre.

9.5 LOCATION Objectives

O1 To establish a consistent approach to the positioning of signage and to enhance the streetscape.

Provisions

P1 Where relevant, signage should be located to take account a façade-grid analysis.

P2 The preferred location for signage is identified in the relevant character statement in Section 9.2.

P3 Signage should be located such that they do not unreasonably obstruct accessible paths of travel for pedestrians.

P4 Signage should be located such that they do not obscure a driver’s or pedestrian’s

sightlines, especially in the vicinity of intersections, traffic control devices or

driveways.

P5 Provide signs that respect the viewing rights of other advertisers.

9.6 RESTRICTIONS Objectives

O1 To avoid visual clutter and the proliferation of signs.

O2 To ensure that advertisements relate to the use of the land on which they are located.

O2O3 To ensure the orderly use and economic development of land.



B Part

B9-8 Page

O3O4 To minimise the impact on preserve residential amenitycharacter, streetscapes and

vistas.

Provisions

P1 Signage, other than exempt development, business identification signsage or building identification signsage areis not permitted in the following zones or areas:

(a) Residential zones (R2, R3, and R4 and E4 zones),

(b) E2 - Environmental Conservation zone,

(c) RE1 - Recreational Area zone,

(d) RE2 – Private Recreation zone, and

(e) Heritage conservation areas

P2 The following forms of advertising are not considered appropriate:

(a) Above awning signs,

(b) Flag pole signs,

(c) Inflatable signs,

(d) Moving and flashing signs,

(e) Sandwich boards,

(f) Non-static (dynamic) electronic display signs (e.g. vVideo or variable message signs),

(g) Animated signs,

(h) Roof or sky signs, and

(i) Large signs (>20m2 or higher than 8m), including billboards.

P3 Must not provide more than one large building and/or business identification sign per

building, allocated to a major tenant of that building.

P4 Avoid advertising products that are not sold on the premises.

P5 Maximum of one directory board per multiple-occupancy buildings.

P6 Where provided, the name or logo of the person who owns or leases an advertisement must be integrated into the advertising display area and not exceed 0.25m2 in area.

P7 Any consent granted by Council for advertising signs (i.e. not building identification or

business identification signs) is valid for a maximum of three (3) years.

P7P8 Stratum or strata subdivision for the purpose of creating separate lots for signage is inconsistent with the orderly use and development of land, and is not permitted.

9.7 CONTENT Objectives

O1 To minimise the social impact of advertising in the public interest.

Provisions

P1 All advertising must comply with the requirements of the Australian Association of National Advertisers’ Code of Ethics and Outdoor Media Association’s Code of Ethics. In particular, advertisements must:

(a) comply with any Commonwealth or State laws (i.e. the Tobacco Advertising Prohibition Act 1992);

(b) not portray people or depict material in a way which discriminates against or

vilifies a person or section of the community on account of race, ethnicity, nationality, sex, age, sexual preference, religion, disability or political belief.



Part B

Page B9-9

(c) not depict material contrary to Prevailing Community Standards on health and

safety.

P2 The advertising of alcohol products is not permitted, unless those products are sold on the subject premises.

P3 Changes in content or message of any Council approved sign does not require development consent, provided the proposal meets the exempt development provisions of NSLEP 2013 (refer to Clause 3.1 and Schedule 2), Part 2 of SEPP (Exempt and Complying Development Codes) 2008 and relevant provisions of SEPP

(Infrastructure) 2007.

9.8 PEDESTRIAN AND ROAD SAFETY Objectives

O1 To ensure that signage does not adversely affect driver and pedestrian safety.

Provisions

P1 Signage should be designed in accordance with the provisions contained within the

NSW Roads and Traffic Authority Policy for Advertising on RTA infrastructure (1999).

P2 Messages and signage structures must be designed such that they do not result in a pedestrian or driver being confused with messages contained within road traffic signs, signals or other traffic information device.

P3 The proposed sign does not obscure a road hazard, traffic warning or directional sign or signal, oncoming vehicles or pedestrians.

P4 Avoid advertising messages, designs, or bright lighting that may distract motorists or

pedestrians.

P5 Signs must not be located where drivers and pedestrians require a higher level of concentration (e.g. major intersections).

9.9 SIGNS ON HERITAGE ITEMS AND IN CONSERVATION AREAS Objectives

O1 To ensure signage does not impact on the ability to conserve the significance of heritage items and/or conservation areas.

Provisions

P1 Maximum of one sign per property, which is a minor element and restrained in design.

P2 Despite P1, Council may consider permitting a maximum of 1 sign per non-residential tenancy, where the building contains multiple occupancies.

P3 Original signs are retained and conserved at the site where possible.

P4 Avoid new signs on side walls of buildings.

P5 Provide a high standard of materials and graphics.

P6 Where practical, use traditional designs, signage types, locations, colours, lettering and construction methods.

P7 Illuminated signs on heritage items are generally not permitted.

P8 Despite P7, Council may permit illuminated signage on a heritage item, but only if:

(a) The heritage significance of the item will not be unreasonably affected by the proposed illumination devices, and

(b) The form of illumination (i.e. externally or internally illuminated) generally reflects the period and style of the heritage item to which it is attached, and

(c) The illumination is required for operational purposes after dark.



B Part

B9-10 Page

9.10 ILLUMINATION Objectives

O1 To ensure that the local amenity is preserved with appropriate levels of illumination.

O2 To minimise increases in sky glow that can impact on astronomical observations.

Provisions

P1 All Ssigns, including digital signs, must not be illuminated between 1.00am and 7.00am.

P2 All illuminated signs are to be fitted with automated timing devices to ensure

compliance with operating hours to P1.

P3 Provide levels of illumination that do not cause light spillage for nearby properties.

P4 Avoid positioning illuminated signs on properties fronting laneways between residential and commercial areas.

P5 Must comply with the relevant requirements of AS 4282 – Control of the Obtrusive Effects of Outdoor Lighting.

P5P6 Digital signs must comply with the luminance levels for digital signs as identified under the Draft Transport Corridor Outdoor Advertising and Signage Guidelines (Nov 2015) and any subsequently endorsed finalised version of those Guidelines.

9.11 CONTROLS FOR SPECIFIC IDENTIFICATION SIGNS TYPES This subsection of the DCP applies to building identification and business identification signs only.

Objectives

O1 To minimise the visual impacts on the quality of vistas, streetscapes and skylines.

O1O2 To reinforce desirable characteristics of neighbourhoods

P1 To permit building wrap advertisements in limited circumstances to improve the LGA’s visual appearance during the construction of new building works and to permit limited third party advertising to assist in the cost of providing such advertisements.

P2 To provide limited opportunities to permit large scale temporary advertisements that relate to regional, state or national events of social, historical, cultural or sporting

interest that are to occur within the Sydney Metropolitan Region.

Provisions

Sky Signs

P1 Sky signs are not permitted.

Roof or sky signs

Roof signs includes those signs which are at or near to the top of a building’s parapet.

P3P2 Roof or sky signs are generally not permitted. However, Council may consider approving a new roof or sky signage, but only where:

(a) the sign comprises a building identification sign; and

(b) the sign is located on buildings used solely for non-residential uses in the B3 Commercial Core zone .

(c) the sign only displays a single business or entity over the life of the sign; and

(d) the sign comprises individual letters and or symbols that represent the logo of a

business; and

(e) the message of the sign relates to an owner or a major tenant of the building; and



Part B

Page B9-11

(f) there are no more than 2 roof signs attached to a building; and

(g) there is only one roof sign per building elevation; and

(h) the new signs and associated structure improves the finish and appearance of the building and the streetscape.; and

(a)(i) the erection of the sign does not rely on the construction of large backing walls to accommodate the sign, unless Council is satisfied that those walls will improve the appearance of the top of the building by screening unsightly building infrastructure (e.g. isolated pipes, vents and the like); andd

(b)(j) Roof or skythe signs must is not be positioned higher than the highest point of any part of the building, including lift overruns or air conditioning plants but excluding flag poles, aerials, masts and the like; and.

(k) Roof or skythe signs must is not be wider than any part of the building; and

(c)(l) The sign is consistent with also in accordance with the relevant desired character statement in Section 9.2.

Wall signs

P4P3 Only one wall sign per building elevation.

P5P4 Integrate wall signs into the overall design of the building.

P6P5 Avoid signs that have an area greater than:

(a) 10% of the area of the wall if the elevation is > 200m2

(b) 20m2 if the elevation is greater than 100m2 but < 200m2

(c) 20% for elevations of <100m2

P7P6 Wall signs should not protrude more than 300mm from the wall to which it is attached.

P8 Avoid locating a wall sign on a building elevation if there is an existing building or

business identification sign on the same wal.

Under awning signs

P7 Under awning signs must be located 2.6m above natural ground level, not exceed 2.5m in length or 500mm in height.

Digital signs

P8 Must be located internally to any building located on the site.

P9 Must be located at the ground floor level of the building.

P10 May be permitted behind a glass window facing a public street, but only if it is setback a minimum of 300mm from the glass line.

P11 Must not exceed a cumulative total area of 4m2 per tenancy.

P9P12 Messages must be static in nature with a minimum dwell time of 1 minute, unless located more than 4m away from any window.

9.12 CONTROLS FOR GENERAL ADVERTISING SIGNS This section of the DCP relates to signage which generally comprises the displaying of commercial and promotional advertising not directly related to the use of the land on which it is situated.

Objectives

O1 To minimise the visual impacts on the quality of vistas, streetscapes and skylines.

O2 To reinforce desirable characteristics of neighbourhoods.



B Part

B9-12 Page

O3 To permit building wrap advertisements in limited circumstances to improve the LGA’s

visual appearance during the construction of new building works and to permit limited commercial advertising to assist in the cost of providing such advertisements.

O4 To provide limited opportunities for large scale temporary advertisements that relate to regional, state or national events of social, historical, cultural or sporting interest that are to occur within the Sydney Metropolitan Region.

Provisions

General

P1 General advertising is generally not permitted.

P2 Must not be located on a wall that also contains an existing building identification sign or business identification sign.

P3 Must not be located in such a manner that adversely impacts on the character and

amenity of land zoned for residential purposes (i.e. zoned R2, R3, R4 or E4) or solely used for residential development.

Digital signs

P4 Where a digital sign is to replace an existing static general advertising sign, the new sign should result in no nett increase to the advertising area, and must be designed and positioned to better relate to building or place which it is attached.

P5 Must not be located more than 12m above ground level at its highest point.

P6 The rear of the sign must not be exposed to a road or other public place.

P7 Must display static images or messages only.

P8 Messages on the sign may be changed electronically without additional development consent, but must not have a dwell time of less than 5 minutes.

P9 In the event of an emergency under the NSW State Emergency and Rescue

Management Act 1989, for the area in which the sign is situated, advertisers may be requested by Council to display disaster management messages to assist relevant disaster management groups with their roles.

P10 A minimum of 15% of the messages displayed over a 1 month period must be

dedicated to community messages.

Note: Dwell time is the length of time that a digital message remains visible.

Bus shelters

P11 Third partyGeneral advertising is permissible on bus shelters, but only if it meets a public benefit test to ensure that the advertising will result in a positive gain or benefit for the community.

P12 Must be limited to a single elevation of the bus shelter to minimise visual clutter.

P13 Must be limited to the departure side of the bus shelter to maintain sightlines to

approaching bus services.

P14 Must not be located such that it faces directly towards a residentially zoned property (for instance the advertisement must be located perpendicular to the direction of the road).

P15 Illumination of signage does not result in adverse impacts upon nearby residents.

P10P16 Ensure that the proposed signage does not adversely restrict pedestrian movement to and around the bus shelter.

Multi-function poles

P11P17 The message of the advertisement must be limited to community and civic events

Note: A civic event comprises any event that is endorsed by Council.

A cultural event comprises an event relating to sport, theatre, art, cinema, religious events, community

festivals and the like.



Part B

Page B9-13

P12P18 Advertisements are not to comprise more than 1 message per multi-function pole

and not comprise more than 4 different messages for all multi-function poles within a particular CBD, commercial otown, r village or neighbourhood centre.

Free standing advertising panels

P13P19 Limited to land within the North Sydney Centre and zoned B3 Commercial Core as identified by under NSLEP 2013.

P14P20 Minimum setback of 600mm from the kerb line of any road or laneway.

P15P21 Must maintain a minimum unobstructed width of 2m across any footpath along the

Pacific Highway and Miller Street and 1.5m along any other street or laneway.

P16P22 Not located:

(a) on kerb blisters;

(b) Within 10m of an unsignalised intersection, of the departure side of a marked pedestrian crossing or pedestrian refuge; and

(c) Within 20m of a signalised intersection, the approach to a marked pedestrian crossing or pedestrian refuge, a bus zone, the entrance of a railway station, or

reported pedestrian accident.

P17P23 A minimum clearance of 900mm is maintained between any freestanding advertising structure and trees and garden plots, public seating, rubbish bins, bicycle hoops, parking signs, parking meters and power/light poles.

P18P24 Freestanding advertising structures are not be located in front of any ground floor business premises tenancy capable of being used for a food and drink establishment

with any associated outdoor dining area.

P19P25 Freestanding advertising structures are not permitted to be located directly on that part of a footpath located directly adjacent to a heritage item.

P20P26 Any advertising structures are located such that they are clearly visible, well lit and

colour contrasted where appropriate to assist people with vision impairments.

P21P27 Discouragement of signs supported on poles, which may be problematic for users of sight-canes.

P22P28 Must provide Whether hazard warnings, such as tactile indicators, are needed to indicate possible dangers for people with vision impairments.

P23P29 Any such advertising on publicly owned land must meet a public benefit test to ensure that the advertising will result in a positive gain or benefit for the community.

P24P30 The display area of a message on a freestanding advertising panel is limited 1.2m wide x 2.0m in height.

P25P31 Freestanding advertising structures are not to exceed any overall height of 2.6m

above existing ground level.

P26P32 Any cumulative impacts or visual clutter created by the proposed signage.

Building wrap aAdvertisements on scaffolding / hoardings

Note: Advertisements on scaffolding and hoardings should be considered at the same time as a request is

made for hoarding permits.

P27P33 Building wrap aAdvertisements on which form part of scaffolding or hoardings on development sites will only be permitted in the following zones under NSLEP 2013:

(a) B1 - Neighbourhood Centre;

(b) B3 - Commercial Core;

(c) B4 - Mixed Use; and

(d) IN2 – Light Industrial.



B Part

B9-14 Page

P28P34 An advertisement will only be permitted on scaffolding or hoardings where thate

scaffolding or hoarding is in association with the construction of an approved new building or related work, and that any such scaffolding must cover an entire elevation of that building or hoarding along the entire street frontage subject to the approved works.

P29P35 Scaffolded elevations shall have the whole elevation covered by mesh to a good quality of workmanship and shall have any commercial element sitting within and framed by the mesh.

P30P36 The content of the advertisement or image is not permitted to change over the life of the scaffolding or hoarding.

P31P37 The scaffold or hoarding and any associated advertisement(s) must be removed as soon as the relevant building works have been completed. The consent will last no longer than the agreed building programme or one year, whichever is the shorter. Any application for renewal of consent will be considered by Council and consent for

continued display in accordance with this policy may not be unreasonably withheld.

P32P38 Within sensitive areas such as heritage conservation areas, or on or directly adjoining adjacent to a heritage listed building, the entire scaffolding mesh must be covered by a 1:1 scale image of the building being constructed / refurbished, or other similar appropriate image to the satisfaction of Council. Any commercial advertising must not occupy more than 5% of the extent of the scaffolded elevation and is limited to the ground floor storey elevation only.

P39 A generalcommercial advertisement element will only be permitted if a community message is provided and the extent of general advertising doesmust not occupy more that 20% of the extent of the scaffolded elevation.

P33P40 No more than 30% of a hoarding, located at the ground level may contain signage, or 20% above the ground level.

P34P41 The advertisements may be illuminated, but only by projecting lamps from above the signsubject to compliance with Section 9.10 to Part B of the DCP and where it does not

interfere with pedestrian movements.

P35P42 Council may consider the approval of a public artwork as the message to the advertisement.

Building wrap advertisements on completed buildings

P36P43 Building wrap advertisements which are to be attached to completed buildings will only be permitted in the following zones under NSLEP 2013:

(a) B3 -Commercial Core; and

(b) B4 - Mixed Use.

P37P44 Where applied to a mixed use building, the advertisement is to be limited to non-residential commercial component of athe building only.

P38P45 Must not obscure any architectural features of the building.

P39P46 Must be mounted flush with the external façade of the building.

P40P47 Prior to the lodgement of any DA, discussions are to be made with Council’s Public

Art Officer.

P41P48 The advertisement must not cover more than two adjacent façade(s) of the building.

P49 The message of the advertisement must be limited to community and civic events.

Note: A civic event comprises any event that is endorsed by Council.

A cultural event comprises an event relating to sport, theatre, art, cinema, religious events, community

festivals and the like.

P42P50 The advertisement must not be erected more than 1 month before the commencement of the event and must be removed within 2 weeks of the conclusion of the event.



Part B

Page B9-15

P43P51 The consent will last no longer than the above period or one year, whichever is the

lesser.

P44P52 Advertisements are not permitted on buildings which are located within a heritage conservation area or be located on land or directly adjoiningadjacent to land containing an item of heritage significance as listed in Schedule 5 of NSLEP 2013.

P45P53 The advertisements must not be illuminated.

P46P54 No more than 1 building wrap advertisement may be permitted to be erected on a building at any one time.

P47P55 Council may choose to further limit the number, duration and timing of approvals to be granted under this subsection in the interest of maintaining the image of the LGA as one of high environmental quality.

P48P56 All signage application under this subsection must be determined by the consent

authority and may not be delegated by staff for determination.

9.119.13 SIGNAGE STRATEGIES Objective

O1 To ensure that signage on new mixed use or non-residential developments or on a heritage item, is consistent and complimentary in form, design and scale.

Control

P1 A signage strategy must be submitted with a development application involving signage for all new buildings for mixed use or non-residential purposes or for signage on a heritage item.

P1P2 The signage strategy must indicate the location, type, size, and number of signs and any associated type and form of illumination that is appropriate for the building or site. In addition, signage strategies relating to heritage items are also to indicate

appropriate types of materials, colours and fonts where applicable.

P2P3 All signs on a building or site are to be consistent with the approved signage strategy applying to that building or site.

P3P4 The signage strategy is to comply with the requirements of this Section of the DCP.

9.12 DISPLAY OF ADVERTISEMENTS ON BUS SHELTERS Objective

P4 To provide limited opportunities to generate income to improve the public domain.

P5 To minimise the impact on the users of bus shelters

P6 To minimise the impact of the signage on residential amenity.

Control

O1 Must be limited to a single elevation of the bus shelter.

O2 Must be limited to the departure side of the bus shelter.

O3 Must not be located such that it faces directly towards a residentially zoned property (for instance the advertisement must be located perpendicular to the direction of the road).

O4 Illumination of signage does not result in adverse impacts upon nearby residents.

O5 Ensure that the proposed signage does not adversely restrict pedestrian movement to

and around the bus shelter.



B Part

B9-16 Page

9.139.14 SPECIAL PROMOTIONAL ADVERTISEMENTS This clause primarily relates to the erection of signage on Council’s multi-function poles.

Objective

O1 To allow the temporary erection of promotional advertisements in limited circumstances.

Control

P1 To ensure impacts are minimised, signage for this purpose is confined to land zoned:

(a) B3 – Commercial Core;

(b) B4 – Mixed Use;

(c) SP2 – Infrastructure (and labelled “Classified Road” on the Zoning Map), but

only where it is located adjacent to a zone listed in subclause (a) or (b) above.

P2 Design special promotional advertising in accordance with the relevant character statement.

P3 Special promotional advertisements must be consistent with Section 2.7 to Part B of

this DCP.

P4 Must not advertise for more than a three month period in any 12 month period.

P5 Avoid product images or corporate branding that exceeds 5% of the sign’s display area.

9.149.15 SIGNAGE TO ASSIST DISABLED ACCESS Objectives

O1 To ensure that signage is capable of being interpreted regardless of visual ability.

Provisions

P1 All signs and symbols including their location, size, and illumination should be designed to be understood by all users, including those with sensory disabilities in accordance with AS 1428 (Building Code of Australia).

P2 Display disabled access signs where they can be easily seen. Hearing loop logos should be provided if required.

P3 Include tactile communication methods in addition to visual methods to assist people

with various disabilities.

P4 Provide international symbols with specifications relating to signs, symbols and size of lettering complying with AS 1428.2.

P5 Use letter height that complies with Clause 14 to AS 1428.1.

P6 Provide specification for visual communication systems relating to height of letters, illumination, location and background contrast in accordance with AS 1428.2.

9.159.16 NEW TECHNOLOGIES Objective

O2O1 To provide some flexibility in Council’s controls where new signage technologies become available.

Control

P1 Future advertising generated by new technologies and not covered by this DCP will be considered on their merits.

P2 Proposals involving animation, video screens and other forms of movement are considered inappropriate.



Part B

Page B9-17

P3 Advertisements that cover glass facades (for example, coloured film) are generally

discouraged unless they are limited in size and period of use.

P3P4 Must not be inconsistent with the desired future character of the area as established in under s.9.2 to Part B and Part C of the DCP.

1

ATTACHMENT 3: Analysis of Planning Controls and the Use of Digital Display Panels

1. Analysis of Other Controls

Prior to revising and or establishing any new controls for NSDCP 2013, an analysis of other

planning controls used both within Australia and overseas was undertaken. This is to ensure

that Council is adopting best practice principles for the control of digital display signage and

roof top signage.

The development controls were examined with particular focus to the following:

General objectives for signage and advertising.

Restrictions and controls for building identification signs and roof top signs,

including:

o number of signs per building and/or building elevation;

o permissible and appropriate locations for signs;

o permissibility of static and/or non-static displays;

o naming rights;

o signage form (e.g. the use individual characters and logos, or digital

display panels);

o signage dimensions; and

o height of signage above ground level.

Restrictions and controls for digital display panel signs:

o As per building identification signs and roof top signs;

o minimum dwell times for static displays;

o restrictions on proximity to other digital display panels;

o requirements for community messages and information.

A detailed description of the controls is provided in the table to Attachment 1.

1.1 Review of Australian controls

A review was undertaken of the signage controls of all other capital cities in Australia and

LGAs containing significant commercial centres within NSW. In particular, the following

LGA controls were assessed:

City of Sydney

Willoughby

Parramatta

Brisbane City

ACT Planning and Land

Authority

City of Melbourne

Port Phillip

Hobart

Adelaide City

City of Perth

The review also investigated a wider range of councils than those listed above and generally

identified that whilst most councils had controls relating to building identification and roof top

signage, many did not have any controls relating to digital display signage.

2

1.1.1 Signage Objectives

Jurisdictional comparison of the development standards and controls across Australia revealed

consistent overarching general objectives with regard signage and advertising. The objectives

generally require signage and advertising to:

Preserve and be consistent with the building architecture on which it is located;

Be consistent with scale of the building on which it is located;

Be consistent with the current and desired future character of the area;

Maintain or enhance the skyline, views and vistas, and residential amenity;

Minimise cumulative visual clutter and light pollution; and

Pose a neutral or positive impact to road safety.

These are generally consistent with those identified under NSDCP 2013.

1.1.2 Controls for building identification signs and roof top signs

Controls for building identification signs are typically similar to the controls for roof top signs

and therefore have been assessed together.

The common objective for building identification signs and roof top signs is to reduce adverse

impacts of visually prominent signage located at higher building elevations on residential

amenity and skyline character.

Various controls are used to mitigate the impacts of these types of signs, including restrictions

on their:

location;

size;

number;

content; and

illumination.

Location

Both building identification signs and roof top signs are generally restricted to commercial,

industrial and mixed use zones, and are not permissible in residential zones. Many councils also

prohibit or discourage building identification signage on heritage items.

Most councils prohibit the erection of sky signs and restrict roof signs to locations on a building

at the parapet level, roof eaves or on the walls of plant rooms.

NSDCP 2013 adopts a similar approach by firstly stating that large roof top and sky signs are

not considered appropriate in North Sydney. However, NSDCP 2013 does permit the erection

of a building identification sign on the roof top of a building subject to meeting a number of

other criteria including content, visual amenity, zone location and size in relation to the part of

the building which it is attached.

Size

The size of building identification signs and roof top signs are generally restricted quantitatively

or qualitatively. A small number of councils adopt a numerical approach by applying maximum

permissible dimensions and/or square metre area. However, most adopt a qualitative approach,

requiring these signs to be contained within the existing building envelope, and consistent with

the surrounding development and scale of the subject building.

3

NSDCP 2013 adopts a qualitative approach consistent with the majority of the other councils.

Number

Only a few councils restrict the number of building identification signs located on a site. These

controls tend to be expressed as a maximum number per site and/or façade. The number of

building identification signs is generally restricted to one (1) per façade.

Roof signs are generally restricted to one (1) per façade. City of Sydney has the most restrictive

controls with a maximum of two per site, but this will expand to three per site under its draft

2015 DCP to take into account that there may be two such signs located on the roof top and one

at the entrance to the building.

NSDCP 2013 adopts a similar approach, including restrictions on the number of roof top signs.

However, there are a number of conflicting requirements with some controls requiring a

maximum of one (1) while others state a maximum of two (2). With regard to the review of

other controls, it is considered appropriate to allow no more than 2 building identification signs

at the roof top level, with the potential for an additional building identification sign located at

the ground floor level of the building at a much smaller scale.

Content

The content of building identification signs are typically limited due to the definitions applied

to this signage type, which are largely the same across all councils. Only 4 of the 10 councils

reviewed, specifically limit the content of roof top signs for building identification purposes,

restricting such signs to the owner or major tenant of the building. In addition, these councils

specifically prohibit their use for third party naming rights.

NSDCP 2013 is generally consistent with the approach adopted by other councils, by restricting

roof top signs to owners of the building or major tenants of the building.

Form

The form of building identification signage at the roof top level is generally left unrestricted.

However, both the City of Sydney and the ACT restrict the form of building identification

signage at the roof top to individual characters or logos, containing no background, as a means

to restrict large background displays and illumination.

NSDCP 2013 does not restrict the form of roof top signage. The approach adopted by the City

of Sydney and the ACT is considered an appropriate model to follow to help further minimise

skyglow, impacts on the character of North Sydney’s skylines and impacts on residential

amenity.

Illumination

Illumination of roof top signs is restricted through imposition of curfew hours and maximum

levels of luminance. The key objectives of these controls are to reduce adverse impacts on

residential amenity and dominance within a skyline.

NSDCP 2013 is generally consistent with the approach adopted by other councils, by imposing

curfews. It also seeks to limit the use of illuminated signage where it may impact on residential

amenity. However, clearer restrictions could be imposed in those mixed use areas which are

4

currently or about to undergo a change in character due to significant increase in residential

development such as Milsons Point and St Leonards / Crows Nest.

1.1.3 Controls for digital display signs

Relatively few councils have controls relating to digital display panels and other new signage

technologies. In particular, four (4) councils do not contain any controls relating to digital

display panels. Councils that do have controls tend to be capital cities with greater population

and economic concentration, such as Brisbane City and City of Sydney.

The common objectives for digital display panels and other new signage technologies are to

reduce adverse impacts of visually prominent signage located at higher building elevations on

residential amenity and skyline character.


on their:

location;

size;

number;

content;

illumination; and

public benefit.

Where controls are imposed, they tend to be highly varied and inconsistently applied. The

controls also appear to reflect a presupposed use for such signage. In particular, some councils

assume that it would only apply to small scale directory boards, whereas others anticipate the

replacement of former static general advertising signs with digital display panels.

NSDCP 2013 only provides a merit assessment for the use of digital display panels and

therefore additional guidance is required to ensure that a consistent approach to assessment is

applied.

Location

The main controls in place relating to digital display panels are restrictions based on permissible

zones and character areas. These signs tend to be restricted to core commercial areas (e.g.

Melbourne, Perth) or special character areas (City of Sydney).

Brisbane restricts the use of external digital display panels to a maximum height of 12m above

ground level. The City of Sydney (draft 2015 DCP) only restricts dynamic (non-static) display

panels to a maximum height of 4m above ground level, but only where they are contained

entirely within a building.

Size

Only two (2) councils restrict the size of digital display panels. City of Sydney (draft DCP 2015)

requires existing general advertising signs that are proposed to be converted to digital display

panels to be no more than 70% of the display area of the sign that it replaces and a maximum

of 45sqm whichever is the lesser. However, if the sign is to be used for business identification

signage, it must not exceed 4sqm in area.

The ACT restricts the size of any digital display panel to a maximum of 2.5sqm. This may

reflect the ACT’s anticipation that such signage would be essentially limited to business

identification signage, rather than general advertising signs.

5

Number

Only the ACT restricts the number of digital display panels, limiting them to one such sign per

façade.

Content

Restrictions on message content for digital display panels is generally non-existent, with a few

councils specifically discouraging dynamic or animated displays. However, the City of Sydney

is an exception, which permits the use of animation, but only where it is used for temporary

purposes or is located in specific areas where it contributes to the character of the area (e.g.

Haymarket and Chinatown).

The City of Sydney’s draft DCP 2015 is also the only plan to enforce a minimum dwell time

(45 seconds) for static content.

Illumination

Only Sydney City and the ACT provide restrictions on the illumination of digital display panels.

Sydney City applies a quantitative approach, whereas the ACT applies a qualitative approach.

NSDCP 2013 only provides a qualitative approach to illumination impacts. Potential exists to

incorporate a quantitative approach. The criteria used under the 2015 draft Transport Corridor

Advertising Signage Guidelines provides a suitable starting point for such controls.

Public benefit

Both Brisbane and City of Sydney require digital display panels to satisfy a public benefit test

by either dedicating a percentage of advertising time free of charge for community information

purposes, or for disaster management messages.

NSDCP 2013 contains public benefit tests for other signage types including signage on bus

shelters, freestanding advertising panels and building wrap advertisements.

1.2 International controls

A review was undertaken of the signage controls for major city councils in Canada, the USA

and New Zealand, and the national controls for the United Kingdom (UK). In particular, signage

controls in the following locations were assessed:

City of Toronto, CA

Vancouver City, CA

City of Seattle, USA

City of Phoenix, USA

City of Chicago, USA

City of Los Angeles, USA

Auckland Council, NZ

England, UK

Northern Ireland, UK

Wales, UK

1.2.1 Signage Objectives

An international comparison revealed consistent overarching objectives with regard to signage

and advertising. The objectives generally require signage and advertising to:

Enable economic benefits of advertising for businesses while protecting public

interest;

Be consistent with the current and desired future character of an area;

6

Maintain or enhance the skyline, views and vistas, and residential amenity;

Prevent proliferation of signage to minimise visual clutter and light pollution;

and

Pose a neutral or positive impact on road safety.

These objectives are consistent with those identified under NSDCP 2013.

However, there are two objectives that were consistently applied across councils within the

USA that are not identified within NSDCP 2013 or other international jurisdictions, and include

objectives to:

Maintain free speech; and

Provide opportunities to communicate public information.

There is an opportunity to include an additional objective under NSDCP 2013 that reinforces

a need communicate public information where general advertising is being proposed.

1.2.2 Controls for building identification signs and roof top signs

Controls for building identification signs are typically similar to the controls for roof top signs

and therefore have been assessed together.

The objectives for building identification signs and roof top signs are consistent across the

councils studied and seek to reduce adverse impacts of visually prominent signage located at

higher building elevations on residential amenity and skyline character.

The various controls used to mitigate the impacts of these types of signs are similar to

Australian jurisdictions, and include restrictions on their:

location;

size;

number; and

first and third party content.

Location

The approach to restricting the locations of building identification signs is generally consistent.

In most instances, they were limited to commercial zones, with a few that permitted these signs

in mixed use areas.

Locational restrictions for roof top signs are largely absent from international controls.

However, where they did exist, they tended to restrict them to commercial and industrial zones.

Both building identification and roof top signs are consistently not permitted in residential

zones.

Half of the councils restricted building identification signs to particular locations on a building,

expressed as either:

A specific height above ground level measured in storeys or metres; or

A specific location (e.g. located at parapet level or upper most storey).

7

NSDCP 2013 is generally consistent with the approach to the restriction of signage location

with other international controls, albeit with a greater level of restriction.

Size

Restrictions on the size of building identification and roof top signs are largely absent from

international controls. However, where present, they are consistently expressed as a numerical

restriction and predominantly restrict the size of the sign relative to the façade area (typically

20-25% of the wall area to which the sign is attached).

NSDCP 2013 adopts a qualitative approach which is inconsistent with international

approaches. However, it a qualitative approach is the preferred approach as it enables a level

of flexibility whilst ensuring that the sign positively relates to that part of the building to which

it is attached.

Number

In the majority of instances, number of building identification signs are generally limited to

one sign per façade, and in some instances, further restricted to a maximum of two per site. No

restrictions were placed on the number of roof top signs permitted.

NSDCP 2013 is generally consistent with the international approach by restricting the number

of signs in particular locations and per site.

Content

Restrictions on the content of building identification sign are generally ad-hoc, with only two

councils (City of Chicago and Phoenix) restricting content to the building owner or major

tenant. The content of roof top signs is however was not restricted in any instance.

NSDCP 2013 controls for building identification signs are generally consistent with the

approach adopted by the City of Chicago and Phoenix, by restricting roof top signs to owners

of the building or major tenants.

Form

The form of building identification and roof top signs is largely unrestricted. The City of

Chicago is the only municipality that restricts the form of building identification signs to

individual characters.

NSDCP 2013 does not restrict the form of roof top signage. The approach adopted by the City

of Chicago is considered an appropriate model to follow to help further minimise skyglow,

impacts on the character of North Sydney’s skylines and impacts on residential amenity.

1.2.3 Controls for digital display signs

The majority of international councils have controls relating to digital display panels. The

English and Welsh national signage controls are the only policies that do not identify

restrictions relating to digital display panels.

The common objective in relation to digital display panels is to reduce adverse impacts of

visually prominent signage on:

residential amenity;

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the character of an area; and

road safety for motorists, cyclists and pedestrians.


on their:

location;

size;

number; and

content and dwell time.

Where controls are imposed, they tend to be consistent in regards to reflecting a presupposed

use for such signage. In particular, most councils assume digital display panels will be used for

small-scale general advertising purposes in city centre commercial locations. However, two

councils (City of Toronto and Los Angeles) appear to have anticipated the replacement of roof

top or higher level signage with digital display panels.

Location

Digital display panels are consistently restricted to specific districts and zones across the USA,

Canada and New Zealand, and to a lesser extent the UK. Digital display panels are generally

permitted in commercial and industrial zones of city centres, and not permitted in residential

zones. The City of Toronto imposes minimum separation distances of digital display panels to

residential, open space and mixed used zones.

The specific districts where digital display panel signs are permissible tend to include

entertainment and retail districts, and areas where digital display panels are contributory to

character and place-making.

The City of Toronto is the only municipality which restricts the location of digital display panels

on a building, which are to be located below the second storey level.

The general approach established by the City of Toronto is considered appropriate for

incorporation into NSDCP 2013.

Size

Size restrictions are largely absent, however, where applied these controls are consistently

expressed as a percentage of the façade area on which the sign is to be located. The percentage

coverage of a sign on the total façade area is typically restricted to between 20 to 25 percent.

The approach of international jurisdictions is not considered appropriate for NSDCP 2013, as

Council intends seek to:

discourage the use of external digital display panels, particularly at the roof top

level; and

where a digital sign is to replace an existing static sign, the size of the new sign

will be assessed with regard to the existing display area.

Number

There is a general absence of controls restricting the number of digital display panels permitted

on a site. However, the City of Toronto restricts digital display panels to a maximum of one

per site.

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This is similar to Australian councils and is considered an appropriate approach for NSDCP

2013.

Content and dwell time

The majority of councils restrict digital display panels to static content, with dwell times

ranging from 8 seconds to 1 minute. In particular, these include the City of Phoenix, Toronto,

Seattle and Auckland.

The international approaches to first and third party content displays are ad-hoc, with the City

of Los Angeles and Seattle being the only councils to prohibit the display of third party content.

The approach adopted by the City of Phoenix, Seattle, Toronto and Auckland is considered an

appropriate model to follow to permit only static content. However, it is not considered

appropriate for NSDCP 2013 to permit static content with a dwell time less than one minute.

These controls will minimise impacts of ground level digital display panels on pedestrian and

road safety, and the character of different zones and areas within the North Sydney LGA.

2. Analysis of the use of digital display panels

In conjunction with the analysis of planning controls, an analysis was also undertaken in

relation to the use of digital display panels by examining images and recent articles from cities

across the world.

The analysis was conducted to identify the:

extent of use of digital display panels;

typical character of areas where digital display panels are used;

typical location of digital display panels;

types of signs being located at the roof top level; and

types visual impact that digital display panels have on the character of a skyline

comparative to those from traditional building identification signage at the roof

top level.

2.1 What are digital display panels being used for?

Digital display panels are predominantly being used for the promotion and marketing of

products and services of businesses that are located on a site or for general advertising purposes

(e.g. digital billboards) which does not directly relate to the land to which they are attached.

This technology is most commonly utilised for advertising wholly contained within buildings,

including:

shop window displays;

retail billboards;

flight information in airport terminals; and

way-finding signs.

Outdoor digital display panels were commonly used for first party advertising purposes at sport

and/or cultural venues, including Yankee Stadium, New York (refer to Figure 2).

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Externally, digital display panels are principally used for third party advertising on billboards

located adjacent to major pedestrian or road thoroughfares, including the APN Outdoor

Billboard, Kings Cross, Sydney (refer to Figure 3). This type of signage is not typically used

for building identification signs. However, the ABSA Building in Johannesburg, South Africa

(refer to Figure 4), is a hybrid displaying both building identification signage and third party

advertising.

Figure 1:

Example of freestanding advertising panel within an

airport

Figure 2:

Yankee Stadium, New York City, USA

Figure 3:

APN Outdoor Billboard, Kings Cross, Sydney. A non-

dynamic (static) with 45 second dwell time, located at a

height of four storeys

Figure 4:

“Lumen” digital LED panel, Absa Building,

Johannesburg, South Africa

2.2 Where are digital display panels predominately located?

2.2.1 Location on Buildings

Digital display panels are typically located in one of three locations on a building:

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at street level characterised as a window sign;

between floor level one and five, generally characterised by a third party general

advertising wall sign (refer to Figure 3); or

at the roof top on buildings that are typically no more than five to ten storeys in

height, as a third party advertising sign (refer to Figures 6).

Figure 5:

Bourke Street Mall shopping LED display panel,

Melbourne. Located within a retail district

Figure 6:

Mellon Independence Centre, Philadelphia, USA.

Located within a retail and commercial district

There were three global exceptions in which digital display panels were located at the roof top

level, and are discussed further in Section 5.3.

2.2.2 Special Sign Districts and Character Areas

Outdoor digital display panels were typically found in designated specific sign districts and/or

character areas.

In these designated areas, signage appeared to be deliberately encouraged to be the dominant

factor for place making and branding. Digital panel displays were appropriate in these areas as

they served a contributory purpose for the character and vitality of the area, or were associated

with the specific uses on site.

Special sign districts where digital display panels significantly contribute to place making,

include:

Shibuya Scramble, Tokyo

(Figure 7);

Piccadilly Circus, London

(Figure 8);

Time Square, New York

(Figure 9);

LA Live, Los Angeles; and

Dundas Square, Toronto

(Figure 10)

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Figure 7:

Shibuya crossing (Tokyo, Japan)

Figure 8:

Piccadilly Circus (London, UK)

Figure 9:

Times Square (New York, USA)

Figure 10:

Dundas Square (Toronto, Canada)

Character areas where digital display panels were appropriate with the surrounding amenity

and/or associated uses, included:

Retail districts, where digital display panels were used to advertise third party

products; and

Sports venues, comprising first party advertising of products and events located

on-site.

2.3 What types of signs are used at the roof tops of buildings?

Analysis of global cities indicated that building identification signs were the most common

type of sign located at top of buildings.

These signs displayed the name, logo and/or corporate symbol of the:

Building or complex;

Significant tenant;

Building owner; or

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A third party advertiser with naming rights.

The most common form of building identification sign comprises individual characters and or

letters with no background and to a lesser extent corporate symbols or logos. They also

predominantly comprised static messages.

However, three notable exceptions were found where roof top signs comprised digital display

panels, either as general commercial advertising or as a building identification sign and include:

1. Phoenix Plaza, Shenzhen, China (Figure 11)

A single LED digital display panel, measuring 224sqm in area, is attached to the

topmost part of the wall to the Phoenix Plaza in Shenzhen China. This sign displays

dynamic (non-static) images for general commercial advertising purposes. It is also

noted that building also contains a building identification sign on its adjacent façade at

the roof top level comprising individual characters, letters and a logo.

2. China Telecom Tower, Shenzhen, China (Figure 12)

A 600sqm LED digital display panel is affixed flush to the topmost part of the roof to

China Telecom Tower. The panel displays general commercial advertising.

Figure 11:

Phoenix Plaza (Shenzhen, China)

Figure 12:

China Telecom Tower (Shenzhen, China)

3. “Lumen”, ABSA Building, Johannesburg, South Africa

“Lumen” is the world’s largest LED digital display sign (refer to Figure 4). It is located

at the roof level on all four building elevations of the ABSA building. Each panel

measures 38m long by 17.5m high and projects up to 2m off the face of the building.

The panel displays both building identification signage and general commercial

advertising.

2.4 What type of character do the roof top signs create?

A skyline’s character is dependent on architectural form, diversity of building height,

topographical background and the amount of signage and advertising present. At night-time,

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the skyline’s character is characterised, by the amount of illumination emanating from

buildings and their signage. Roof top signage is prominent within a skyline and may contribute

significantly to their character with regards to light and visual pollution.

2.4.1 Heterogeneous and diverse skylines

Building identification signs with a mixture of text, logos and corporate symbol display content

contributed to a more interesting night-time commercial precinct skyline due to varied

illuminated outlines at the roof top level (Figure 13 and 14). This is comparative to those with

text-only building identification signs that tended to be more homogenous (Figures 15 and 16).

Fewer building identification signs at roof top level also improve character by creating a

diverse skyline and minimal saturation of light during evening hours (refer to Figures 13 and

14).

Figure 13:

Indianapolis skyline,

USA.

Less than half the

buildings comprise

building identification

signs. Building

identification signs are

varied in display content

contributing to a varied

and interesting skyline.

Figure 14:

Pittsburgh skyline, USA.

Less than half the

buildings comprise roof

top signage contributing

to diversity of roof top

form. However, there is a

lack of diversity in the

display content of roof top

signs which is dominated

by text/characters.

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Figure 15:

Beijing Skyline, China.

Building identification

signs are varied in display

content however tend to

saturate the sky line due to

proliferation, particularly

around the harbour

foreshore.

Figure 16:

Shenzhen skyline, China.

There is an over

saturation of night-time

illumination as more than

half of the buildings

contain roof level building

identification signs.

Examination of the sign on the ABSA Building in Johannesburg (refer to Figure 4),

demonstrates the loss of heterogeneity within the skyline from the replacement of signs

containing individual characters, logos and symbols. These signs should not be considered in

isolation due to the cumulative impact of broader-scale proliferation of digital display panels

at roof top level.

The broad-scale replacement of traditional static media with digital display panels at the roof

top level will contribute to a more homogenous skyline whereby the outline of individual

characters and graphics are lost to homogenous and simplistic rectangular structures.

2.4.2 Sky glow

Digital display panels contain a larger illuminated display area than traditional building

identification signs containing an illuminated light-box structures mounted onto the building

façade. The larger area of illumination contributes to greater levels of light pollution within the

skyline and will have significant adverse cumulative impacts on the character of skylines and

residential amenity.

The ABSA building, Johannesburg, and the proposed signage on the Northpoint building,

North Sydney, demonstrate the potential cumulative impact on sky glow and skyline character

of these emerging technologies (refer to Figures 4 and 18).

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Recently, Council has received four development applications for roof top level digital display

panels (refer to Background Section). It is crucial that consideration is given to the potential

cumulative impact of multiple digital display panels and the impact this may have on the North

Sydney skyline, particularly given the CBD’s prominence within the Sydney Harbour Area and

on the amenity of surrounding residential areas.

The proliferation of rectangular display panels also detracts from architectural features of

buildings which are integral to the character of a skyline.

Digital panels may also be visually prominent due to the large areas of black that exist when

the sign is not illuminated. Large areas of blank black screen will be particularly prominent

during summer months when early morning light levels extend beyond illumination curfew

hours.

Figure 17:

North Point – 100 Miller Street

Existing neon signage

Figure 18:

North Point – 100 Miller Street

Proposed digital display panels

2.4.3 Way-finding and visual recognition opportunities

Typically, roof top signage compromises static building identification signs displaying a single

name and/or logo, fixed to a structure for an extended period of time. The semi-permanent

nature of roof top signs, comparative to more transient ground level signs, facilitates way-

finding opportunities due to the recognition of a particular signage with regard to the physical

surroundings, and proximity to landmarks and/or points of interest. This is particularly true of

night-time hours.

Digital LED display panels at the roof top level have the capability of displaying variable static

content, comprising two or more building identification signs. Static variable content typically

have short dwell times ranging from a few seconds, minutes, or months. Digital and LED

display panels will compromise these way-finding and visual recognition opportunities due to

their highly transient nature.

Documents

DECISION OF 3# COUNCIL (#) MEETING · consent to DA 217/08The modification . sought to replace the existing ‘ticker tape’ style Report of Ben Boyd, Executive Planner/Chloe Desgrand,