# Sign Regulations in New London, Wisconsin

Sign permit rules, size and height limits, setbacks, and ordinance citations for New London, Wisconsin, compiled by PermitPal from the jurisdiction's published municipal code.

- **Jurisdiction:** New London, Wisconsin (WI)
- **Canonical page:** https://permitpal.io/sign-regulations/wisconsin/new-london
- **Data last verified:** 2025-11-24
- **Source:** [other municipal code](https://cms4files.revize.com/newlondonwi/Clerks/Municipal_Code/CHAPTER_17.pdf#page=134)

## 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.

## Sign rules by zoning district (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 (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 | 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 | — | 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 | — | 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 | — | 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 | — | 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 | — | 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 | — | 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 | — | 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 | — | 17.09-5(3) |

### Central Business District (B-1)

| Sign Type | Max Height | Max Area | Max Width | Setback | Signs Allowed | Location | Permit Required | 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 | — | 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 | — | 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 | — | 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 | — | 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 | — | 17.09-12(D) |
| Temporary Window Sign | — | — | — | — | — | Inside surface of any ground floor window of buildings used for commercial purposes | — | 17.09-12(B) |
| Temporary Sign (Business Premises) | — | 40 sq ft per side | — | General setbacks apply | One per premises | On-premises | — | 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 | Ordinance Citation |
| --- | --- | --- | --- | --- | --- | --- | --- | --- |
| Residential Nameplate | — | < 2 sq ft per sign | — | — | 1 per dwelling unit | On dwelling | — | 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) | — | 17.09-5(3) |
| Construction Sign | — | 64 sq ft per sign | — | General setbacks apply | Max 2 per construction project | On site of construction | — | 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 | — | 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 | — | 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 | — | 17.09-10(3) |
| Flag | Must observe height limitation of the residential district | 24 sq ft | — | General setbacks apply | — | On lot | — | 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 | — | 17.09-5(2) |

## Prohibited 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.

## Signs exempt from permit 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

- 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.

## Full detail

This page publishes an overview of every zoning district plus a sample of 3 districts in full. Complete zone-by-zone requirements for all 5 zoning districts in New London — every sign type, every field — are available with a free PermitPal account: https://app.permitpal.io/?address=New+London+WI&override=true&utm_source=landing&utm_medium=city-page&utm_campaign=city-new-london

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