SIGN DESIGN MANUAL
TOWN OF DOVER
Dutchess County, New York
Dover’s Sign Design Manual is intended to implement the
Town’s Comprehensive Plan and to illustrate the Zoning Law.
The Manual should be used in conjunction with Dover’s
regulations found in Section 145-39 of the Zoning Law. The
Manual provides a basis for design and evaluation of new signs
in the Town. It assists residents, developers, business owners,
design professionals, and the Architecture and Community
Appearance Board of Review (ARB) with the review and
approval of signs. Design review is not meant to restrict
creativity and diversity. In fact, the process is intended to
avoid every sign looking the same; otherwise the Town will
look monotonous and artificial. The Manual illustrates the
design principles requested by Town residents so that applicants
are steered towards quality signage.
TOWN BOARD OF THE TOWN OF DOVER
TOWN HALL
126 EAST DUNCAN HILL ROAD
DOVER PLAINS, NY 12522
DATE OF ADOPTION:
______________________________________________
Town of Dover
Sign Standards
C
hoose a sign most appropriate to your business and your building
because “good signs are good for business”. When you design your
sign, remember that you are creating an image for your business. Signs
have a major effect on the quality of site development and the character
of the Town. Conforming with the design standards in this Manual may also
qualify you for a sign bonus, as described in § 7.10-4.C.6 of the Zoning Law.
A good sign:
conveys its message clearly and quickly
is compatible with the building and its
surroundings
promotes the visual image of the entire
community
contributes to the shopping district as a
whole
S I G N
D E S I G N
M A N U A L
Projecting signs
Are used when the building
does not have a flat continuous
surface conducive to a wall sign
Are hung from narrow metal
bars, characteristic of historic
village-like settings
Should be staggered so they do
not block the signs of
neighboring businesses
Contain variety in shape and
color to help distinguish each
sign
Should be subordinate to the
structure
Building Signs
Include wall and awning signs
Should be subordinate to the
structure
Are painted on or attached
directly to the building’s
outside wall or awning
Should not extend beyond the
wall or awning
Located between the first and
second story windows.
Placed without obscuring the
building’s architectural design
or details
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S I G N
D E S I G N
M A N U A L
Window Signs
Affixed or painted to the inside
or outside of a window
Ideally located slightly above a
pedestrian’s eye level
Are appropriate for a store
with a large display window
Temporary window signs
should be avoided
Can include thoughtful designs
in neon
Freestanding Signs
Are not attached to a building
but affixed to the ground
Consist of a post and arm,
monument, or pole
Monument and post and arm
are preferable to pole signs
Pole signs are only appropriate
when a building is set far back
from the road
Monument Signs
This monument sign
incorporates natural materials,
is low to the ground, and is
landscaped.
Monument signs can be seen
directly from the eye level of
drivers
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S I G N
D E S I G N
M A N U A L
Sign Colors
Color affects a sign’s visual appeal as well as its legibility
Too many colors can be confusing. The ideal is a maximum of three colors
Sample Color Schemes for Signs
Background
Lettering
Accent Colors
Black
Gold, white, red, blue, green,
cream, yellow
White, red, green, gold, blue,
dark yellow
Blue
White, red,
Black, white, yellow, gold,
Green
Gold, white, red,
White, gold, black
Brown
Gold, light blue
Red, white
Red
Gold, white, yellow
Black
Sign Lettering
Shorter messages
offer better
recognition
Simple lettering is easiest to read
Types of Materials
Natural looking materials are most
appropriate to Dover’s rural and historic
character
Wood and metal were the standard materials
of traditional sign makers and these materials,
along with stone, masonry, or landscaped
bases, are preferred
Plastic or vinyl and other artificial materials
are discouraged
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S I G N
D E S I G N
M A N U A L
Neon can be used if it is in keeping with the character of the building and
business, does not promote a specific brand or product, is three square feet or
less and is used inside the establishment’s window
Directional Signs
Information and direction signs, containing no advertising, can be used to
direct traffic flow, indicate parking space, points of interest, or provide other
essential information to guide vehicular or pedestrian traffic flow
Direction signs should be sized appropriately for their intended use and
should be uniform in color and appearance
Sign Lighting
Sign illumination can significantly
impact traffic safety and community
character
Internally illuminated signs are
prohibited
Lighting, if any, should be top-mounted
on the sign, should focus on the sign
only, and avoid spilling light onto the
building or the site, like Il Compare’s
and Old Drovers Inn’s
Incandescent bulbs provide warm,
bright light that enhances a sign’s colors
Intense light sources, such as sodium vapor and mercury vapor should be
avoided
If any external lighting is used, it should shield always shield the source of
illumination from the eyes of pedestrians and motorists
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S I G N
A P P L I C A T I O N S
3. Sign Permits
Sign permits are required from the Town of Dover ARB for all non-residential or
multi-family structures and uses larger than 1,000 square feet of gross floor area
and/or in connection with a Site Plan approval. An application for a sign permit
must include evidence that the proposed sign will comply with the Zoning Law
requirements and these standards found in § 7.10-4 of the Zoning Law, which are
reproduced in Appendix A of this Manual. Sign permit applications must
include the following information:
(1)
(2)
(3)
Drawings showing the location, shape, height, size, type, and
orientation of the sign and the type and wattage of exterior
illumination, if any.
Description of the fixtures, materials, supports, and other parts of
the sign including colors and lettering.
Additional information that the ARB or Building Inspector
determines is necessary.
The steps in the process include the following:
(a)
Pick up application at Dover Town Hall
(b)
Return to Building Department with payment of
application fee and submit seven (7) sets of the application
to the ARB. This includes seven (7) application forms and
seven (7) pictures of the proposed sign (at least one in
color).
(c)
The application must be received at least seven (7) days
prior to a regularly scheduled ARB meeting (the ARB
meets on the 2nd Monday of every month) to be placed on
an agenda. The application will then be placed on the
ARB meeting agenda for review, provided the agenda is
not already full (applicants will be notified by phone).
(d)
Upon successful approval of the sign, the applicant has up
to one year to submit it to the Dover Building Department
for a Building Permit.
(e)
Upon issuance of the Building Permit, the applicant has up
to one (1) year to install the approved sign.
(f)
Any variation to the sign after receiving ARB approval
must be re-submitted to the ARB for review and approval.
(g)
The applicant must notify the Building Department of
complete installation of the sign to receive a Certificate of
Compliance, thereby closing the sign permit.
C H E C K L I S T
4. Checklist
T
his checklist will help make sure that your proposed sign complies with the
Town’s sign standards and this Manual. Simply review your sign
application, and check off the boxes next to each point, where
appropriate.
S I G N
T Y P E
Does your building have a built-in place for a sign on the façade? If so, a wall sign
is the most appropriate sign for your business.
Does your building front onto a sidewalk? If so, choose one or two of the
following to be used in combination. One primary sign, which states the name of
the business, and one other sign, providing additional information or featuring the
business name, work best:
Wall sign, painted on or attached directly to the wall of the building.
Projecting sign, hanging at a right angle from the building, affixed with
narrow metal bars.
Window sign permanently affixed or painted on the inside or outside of a
window.
Awning sign made of canvas in a retractable or rollback style.
If your building does not have a natural place for a wall sign and it is set back from
the sidewalk or road, the following freestanding sign styles can be used. For this
type of building, choose one of these and one of the above:
Monument sign, low to the ground, landscaped and maintained appropriately.
Post and Arm sign.
S I G N
P L A C E M E N T
Sign should be visible to pedestrians and slow-moving vehicles.
Sign should be staggered so it does not block neighboring signs.
Roof signs should be avoided.
M A T E R I A L S
Wood, allowing for a carved surface if desired.
Stone by itself or in combination with wood and/or metal.
C H E C K L I S T
Metal provided it has a matte finish.
Neon, in a traditional style inside the window of a business.
C O L O R
Light lettering on a dark background is most legible.
Lettering should be in one color to be most legible.
Choose three or fewer colors from the list of suggested color combinations in
this Manual, including black and white.
The colors should be compatible with the building’s architecture and
neighboring signs.
S H A P E
A N D
P I C T O R I A L
D E T A I L S
Does the shape of your sign distinguish it from neighboring signs?
Have you used a symbol on the sign to show what type of business it is? This
can enhance a sign’s effect.
L I G H T I N G
If used, the light source is external to the sign.
Place small spotlights pointing downward for monument and post and arm
signs.
Shield the source of illumination, especially for passing motorists.
L E T T E R I N G
A N D
C O P Y
Copy should cover no more than 60 percent of the sign surface
Choose simple lettering for legibility. No more than two lettering styles used
together. Serif lettering is traditional in the hamlets.
Choose both upper and lower case copy for better legibility.
Use a maximum of five (5) words, including symbols, logos, and telephone
numbers.
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O T H E R
S I G N
E X A M P L E S
OTHER EXAMPLES OF DESIRABLE SIGNS
O T H E R
S I G N
E X A M P L E S
EXAMPLES OF SIGNS TO AVOID
Roof signs should be avoided because
they tend to dominate the building.
Large freestanding signs should also be
avoided.
Too many signs cause visual clutter, are
ineffective and expensive.
Sign proliferation can also create a safety
problem for motorists.
Large pylon signs are out of scale with
the Town’s rural character.
Assistance to the Town Board, during the preparation of this Manual, was provided by GREENPLAN Inc., 302 Pells
Road, Rhinebeck, NY 12572.
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Appendix A:
§ 7.10-4 of the Town of Dover Zoning Law