Sign Regulations in New London, Wisconsin
New London, Wisconsin has specific sign regulations covering 34 sign types across 5 zoning districts. Regulated sign types include Ground Sign - Standard Premises (Business Districts), Ground Sign - Additional (Intersection Premises with ≥400 ft Frontage), Electronic Message Center - Wall Mounted. Height restrictions apply. Permits are required for most commercial signs. Use PermitPal to get instant access to the complete regulations.
Data last verified: November 24, 2025
Sign Regulation Overview for New London, Wisconsin
Sample Sign Requirements in New London
| Sign Type | Max Height | Max Area | Setback |
|---|---|---|---|
| Directional Sign (All Districts) | — | 6 sq ft per sign | Minimum 5 ft from street right-of-way and required property line setbacks; preserve vision corners |
| Quasi-Public Informational Sign (Service Clubs/Non-Profit) | — | 12 sq ft per sign | General setbacks per 17.09-11(2) |
| Temporary Sign - New Development | — | Size discretionary with Planning Commission | As specified for the district (minimum 5 ft from street ROW per 17.09-11(2)) |
* Sample data shown. Actual requirements may vary by zone. Use PermitPal for complete, location-specific regulations.
PermitPal Coverage for New LondonFull Coverage
Sign Types Covered
34
- Ground Sign - Standard Premises (Business Districts)
- Ground Sign - Additional (Intersection Premises with ≥400 ft Frontage)
- Electronic Message Center - Wall Mounted
- Permanent Window Sign
- +2 more types
Zoning Districts
5
Different zoning districts with specific sign regulations
Data Includes
- Permit requirements
- Height restrictions
- Illumination rules
Official Resources for New London
Other Cities in Wisconsin
Frequently Asked Questions
Sign height limits in New London vary by zone and sign type. Wall signs typically range from 25-40 feet, while monument signs are usually limited to 6-10 feet. Use PermitPal to get exact requirements for your property.
To get a sign permit in New London, submit an application to the local building or planning department with sign dimensions, location, and design specifications. Our data confirms permits are required for most commercial signs. Processing typically takes 1-4 weeks. PermitPal helps you identify specific requirements and prepare complete applications.
In New London, regulated sign types include Ground Sign - Standard Premises (Business Districts), Ground Sign - Additional (Intersection Premises with ≥400 ft Frontage), Electronic Message Center - Wall Mounted, Permanent Window Sign, and 2 more types. Most commercial signs require permits. Temporary signs and certain small signs may be exempt. Use PermitPal for specific exemptions.
Sign setback requirements in New London vary by zone and sign type, typically ranging from 5-15 feet from property lines. Use PermitPal for specific setback requirements at your location.
Digital and LED signs in New London are regulated with specific requirements for brightness, animation, and message duration. New London has documented illumination rules in our database. Use PermitPal to see the exact requirements for electronic message centers.
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New London, Wisconsin Sign Rules at a Glance
New London, Wisconsin regulates 34 sign types across 5 zoning districts. Ground Sign - Standard Premises (Business Districts)s in the Central Business District (B-1) zoning district are capped at 25 ft maximum top-of-sign height tall and 125 sq ft per side, with a Minimum 5 ft from side lot lines per 17.09-12(P); General 5 ft minimum from street ROW per 17.09-11(2) setback (Sec. 17.09-12(C) and 17.09-12(1)1-7). Most commercial signs in New London require a permit.
Detailed Sign Ordinance Requirements for New London, Wisconsin
Sign Rules by Zoning District in New London (5 zones)
| Zoning District | Sign Types Regulated | Max Height | Max Area | Permit Required |
|---|---|---|---|---|
| General Regulations For All Zones | 18 | May be modified by Planning Commission | 64 sq ft per sign | — |
| Central Business District (B-1) | 7 | 25 ft maximum top-of-sign height | 125 sq ft per side | — |
| Highway Commercial District (B-2) | 7 | 25 ft maximum top-of-sign height | 700 sq ft per side (may exceed by additional 15% if at least 50 ft from any public street ROW) | — |
| Convenience Commercial District (B-3) | 6 | 25 ft maximum top-of-sign height | 125 sq ft per side | — |
| Residential Districts (R-IR, R-1, R-2, R-3, R-4, R-5, R-6) | 16 | Must observe height limitation of the residential district | 64 sq ft per sign | — |
Zone-by-Zone Sign Requirements in New London(sample of 3 of 5 zones)
General Regulations For All Zones
| Sign Type | Max Height | Max Area | Max Width | Setback | Signs Allowed | Location | Permit Required | Premium Details(Illumination, Size Formula, Permit Requirements, Additional Requirements — available with a free PermitPal account) | Ordinance Citation |
|---|---|---|---|---|---|---|---|---|---|
| Directional Sign (All Districts) | — | 6 sq ft per sign | — | Minimum 5 ft from street right-of-way and required property line setbacks; preserve vision corners | Up to 4 per organization citywide | Any district; locations approved to avoid traffic hazards | — | Unlock | 17.09-7(1)-(2); 17.09-3(1)(A)-(B); 17.09-11(2); 17.03-4(2) |
| Temporary Sign - New Development | — | Size discretionary with Planning Commission | — | As specified for the district (minimum 5 ft from street ROW per 17.09-11(2)) | Not specified | Any district; location approved by Plan Commission | — | Unlock | 17.09-6(1)(A)-(C) |
| Temporary Sign - Special Event | — | Size discretionary with Zoning Administrator | — | District setbacks (min 5 ft from street ROW and property lines per 17.09-11(2)) | Not specified | Any district; location approved by Zoning Administrator | — | Unlock | 17.09-6(2)(A)-(C) |
| Project Sign - Commercial/Industrial Center | May be modified by Planning Commission | May be modified by Planning Commission consistent with the spirit/intent of regulations | — | Must comply with applicable district setbacks unless modified by PC | — | Identifies a grouping of commercial or industrial uses | — | Unlock | 17.09-10(1) |
| Project Sign - Residential Neighborhood Entrance | — | 32 sq ft per entrance (unlimited if designed as integral architectural or landscape feature and PC determines standards are met) | — | District setbacks apply | One per entrance | At each entrance to the neighborhood/subdivision/housing development | — | Unlock | 17.09-10(2) |
| Project Sign - Institutional Entrance | — | 32 sq ft per entrance (unlimited if integral to building or landscape feature and PC finds standards met) | — | District setbacks apply | One per entrance | At each entrance to grounds or buildings of private institutions | — | Unlock | 17.09-10(3) |
| Operational Signs (Entrance/Exit/Service/Parking/Restrooms/No Trespassing) | — | Reasonable size as determined by Planning Commission upon complaint | — | General setbacks apply if outside | No explicit limit | On premises as functional operational signage | — | Unlock | 17.09-5(2) |
| Real Estate Sign (All Non-Residential Districts) | — | 32 sq ft per sign (sale or lease of premises on which sign is located); Permanent rental signs (apartments) limited to 12 sq ft | — | Minimum 5 ft from property lines per 17.09-11(2) | Residential districts: 1 per street frontage | On the premises being advertised | — | Unlock | 17.09-5(3) |
Central Business District (B-1)
| Sign Type | Max Height | Max Area | Max Width | Setback | Signs Allowed | Location | Permit Required | Premium Details(Illumination, Size Formula, Permit Requirements, Additional Requirements — available with a free PermitPal account) | Ordinance Citation |
|---|---|---|---|---|---|---|---|---|---|
| Ground Sign - Standard Premises (Business Districts) | 25 ft maximum top-of-sign height | 125 sq ft per side | — | Minimum 5 ft from side lot lines per 17.09-12(P); General 5 ft minimum from street ROW per 17.09-11(2) | One ground sign per premises (Option 1) | On-premises; no part may protrude over a public right-of-way | — | Unlock | 17.09-12(C) and 17.09-12(1)1-7 |
| Ground Sign - Additional (Intersection Premises with ≥400 ft Frontage) | 25 ft maximum top-of-sign height | 125 sq ft per side | — | Minimum 5 ft from side lot lines per 17.09-12(P); General 5 ft minimum from street ROW per 17.09-11(2) | One additional ground sign permitted (Option 2) | Premises at intersection of two major streets with ≥400 ft frontage; no part may protrude over public right-of-way | — | Unlock | 17.09-12(C) and 17.09-12(1)1-7 |
| Wall Sign | 25 ft above street grade | 10% of wall surface area | — | — | Combined wall signage must not exceed 10% of wall surface | Attached to building wall | — | Unlock | 17.09-12(F)(1)-(5) |
| Electronic Message Center - Wall Mounted | — | Viewable area not more than 36 in x 72 in | — | — | — | Wall-mounted on building | — | Unlock | 17.09-12(E)(1)-(4); 17.09-12(1)(E)(Day/Night nit limits, dimming, minimum 2-sec display, no flashing, wiring) |
| Permanent Window Sign | — | Not to exceed 20% of gross window area | — | — | — | On windows of commercial buildings | — | Unlock | 17.09-12(D) |
| Temporary Window Sign | — | — | — | — | — | Inside surface of any ground floor window of buildings used for commercial purposes | — | Unlock | 17.09-12(B) |
| Temporary Sign (Business Premises) | — | 40 sq ft per side | — | General setbacks apply | One per premises | On-premises | — | Unlock | 17.09-12(G)(1)-(4) |
Residential Districts (R-IR, R-1, R-2, R-3, R-4, R-5, R-6)
| Sign Type | Max Height | Max Area | Max Width | Setback | Signs Allowed | Location | Permit Required | Premium Details(Illumination, Size Formula, Permit Requirements, Additional Requirements — available with a free PermitPal account) | Ordinance Citation |
|---|---|---|---|---|---|---|---|---|---|
| Residential Nameplate | — | < 2 sq ft per sign | — | — | 1 per dwelling unit | On dwelling | — | Unlock | 17.09-5(5) |
| Real Estate Sign (Residential Districts) | — | 9 sq ft per sign | — | General setbacks apply | 1 per street frontage | On the premises being advertised (sale or lease) | — | Unlock | 17.09-5(3) |
| Construction Sign | — | 64 sq ft per sign | — | General setbacks apply | Max 2 per construction project | On site of construction | — | Unlock | 17.09-5(11) |
| Directional Sign (All Districts) | — | 6 sq ft per sign | — | Minimum 5 ft from street ROW/property lines per 17.09-11(2) | Up to 4 citywide per organization | Any district | — | Unlock | 17.09-7(1)-(2); 17.09-3(1)(A)-(B) |
| Residential Neighborhood Entrance Sign (Project Sign) | — | 32 sq ft per entrance (unlimited if integral to architecture or landscape wall and PC finds standards met) | — | General setbacks apply | One per entrance | At each entrance to the neighborhood area | — | Unlock | 17.09-10(2) |
| Institutional Entrance Sign (Project Sign) | — | 32 sq ft per entrance (unlimited if integral to building/landscape feature and PC finds standards met) | — | General setbacks apply | One per entrance | At each entrance to grounds/buildings of private institutions | — | Unlock | 17.09-10(3) |
| Flag | Must observe height limitation of the residential district | 24 sq ft | — | General setbacks apply | — | On lot | — | Unlock | 17.09-5(12) |
| Operational Signs (Residential Properties) | — | Reasonable size as determined by PC upon complaint | — | General setbacks apply if outside | No explicit limit | On premises | — | Unlock | 17.09-5(2) |
PermitPal covers all 5 zoning districts in New London — full sign requirements for every zone, plus illumination rules, size formulas, and permit requirements for every sign type — with a free account.
See all 5 zones for New London — start freeProhibited Signs in New London
- Any sign that creates a hazard or dangerous distraction to vehicular traffic or a nuisance to adjoining property is prohibited.
- Placement that obstructs or interferes with traffic visibility, causes glare, or impairs driver visibility upon public ways is prohibited.
- Signs may not rotate or have/make use of moving or flashing lights; the only exception is electronic controlled intermittent lighting forming time/temperature or similar information, subject to Planning Commission approval.
- Signs may not resemble, imitate, or approximate railroad or traffic signs, signals, or devices, nor obstruct or interfere with their effectiveness.
- No sign may be erected, relocated, or maintained so as to prevent free ingress to or egress from any door, window, or fire escape; signs may not be attached to standpipes or fire escapes.
- Off-premises (non-accessory) signs not directly related to the use of the premises are prohibited, except as allowed for directional or political signs.
- Roof signs (whose lowest point is visually separate from and above the highest point of the roof) are prohibited.
- Abandoned signs that advertise a business/activity/product/service no longer conducted or available on the premises are prohibited and subject to removal after notice.
- Parking any vehicle or trailer visible from a public right-of-way with a sign or advertising device whose basic purpose is advertising or directing people to a business or activity is prohibited (vehicular identification signage is not prohibited).
- No portion of any sign (other than accessory residential signs) shall be closer than 5 feet to the street right-of-way line or within the required minimum yard/setbacks for the district; ground signs may be as close as 5 feet to the street line.
Exempt Signs in New London
- Temporary political posters and signs (subject to distance from polling places, timing limits before elections, removal within 21 days after the election, and placement only on private property).
- Operational/functional signs (e.g., entrances, exits, service areas, parking, restrooms, no trespassing), permitted without limitation other than reasonable size and necessity as determined by the Planning Commission upon complaint.
- Real estate signs advertising sale or lease of the premises (size limits: 9 sq ft and one per street frontage in residential districts; 32 sq ft in other districts; permanent rental signs limited to 12 sq ft).
- Public agency signs erected by governmental agencies (including traffic and informational signs).
- Residential nameplates identifying owners or occupants (not more than one per dwelling unit, each less than 2 sq ft, without illumination; home occupation signs count toward this limit).
- Agricultural product sale signs (limited to one per highway frontage, not exceeding 20 sq ft, related to the agricultural premises).
- Interior and inside window signs (no limitation as to size or number).
- Price or temporary item signs for products/services offered on the premises (up to 12 sq ft each, not illuminated, no more than four per property, and at least 5 feet from property lines).
- Signs for non-conforming uses (located over show windows or doors, announcing only the name and type of business without display or elaboration, not exceeding 20 sq ft).
- Memorial signs, tablets, names of buildings, and date of erection (cut into masonry or constructed of metal and affixed flat against the building).
- Construction signs (two per project, each not exceeding 64 sq ft; erected no more than five days before construction with a valid building permit; confined to the site; removed five days after completion and prior to occupancy).
- Flags (flags, emblems, or insignia of any nation or subdivision, or corporate flag) subject to district height limits and a maximum size of 24 sq ft; pennants, banners, or streamers not qualifying as flags are prohibited except as permitted holiday decorations.
- Holiday decorations (decorative signs associated with a national, local, or religious holiday) displayed for no more than 60 consecutive days.
- Murals or other artwork determined by the Planning Commission (on referral by the Zoning Administrator) not to be signs are exempt from sign regulations.
Sign Plan & Submission Notes for New London
- A Zoning Permit for Signs is required for locating, erecting, moving, reconstructing, relettering, enlarging, extending, converting, or structurally altering any sign, except those specifically exempted.
- Temporary New Development signs in any district require Plan Commission approval; submittal of drawings showing specific design, appearance, and location; size set at Commission discretion; allowed up to one year with a possible one-year extension.
- Special Event signs in any district require Zoning Administrator approval; submittal of drawings and specifications (including electrical details if applicable); if electrical, must have a recognized testing laboratory label (e.g., UL), GFI, and an electrical permit; installations must meet City electrical code and be secured to withstand code wind speeds.
- Directional signs (up to 6 sq ft) may be permitted in any district; limited to not more than four such signs within the City for any one organization.
- Quasi-public informational signs (e.g., community welcome or safety warning, non-commercial, up to 12 sq ft) require Planning Commission approval of location, size, and appearance.
- Signs for conditional uses may be permitted as determined by the Planning Commission, subject to conditional use procedures.
- Project signs (commercial/industrial center identification; residential neighborhood identification; institutional entrance signs) require Planning Commission approval; the Commission may modify height/size/location consistent with the ordinance and must find no traffic hazard and appropriate aesthetics; integral architectural/landscape designs may allow size without limitation upon Commission determination.
- Murals/artwork require Planning Commission determination (on referral by the Zoning Administrator) to be classified as not a sign and thereby exempt.
- Electronic controlled intermittent time/temperature-type messages are allowed only subject to Planning Commission approval under the referenced procedure.
- When a business or use changes requiring a new sign message, the sign must be brought into conformity with the ordinance and a sign zoning permit must be issued.
- Signs listed in the exemptions may be erected and maintained without obtaining a Zoning Permit for Signs.
Source: other municipal code