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Section 34-102.2. Primary signs. Each business or institution occupying a floor of premises other than the ground floor and having a direct exterior entrance to that business or institution on that floor shall be permitted primary wall or window signs of not more than four (4) square feet. The sign shall only be displayed on the part of the building occupied by that business or institution. If applicable, the business or institution shall be limited to either primary signs or ground floor entrance signs (as described in the next paragraph) but not both. In addition, each business or institution with no ground floor frontage other than an entrance on the ground floor shall be permitted to install a single wall sign, window sign or sign affixed to or painted on a canopy or awning, provided the sign does not project beyond the limits of the width of the entrance and the height of the ground floor story. Such sign shall be limited to a gross sign area equal to one and one-half square feet for each foot of building frontage occupied by the entrance up to a maximum of 15 square feet. Where open letter signs are used, the full area of the enclosing rectangle or circle shall be counted as the gross area of the sign. Where an entrance is shared by more than one business or institution, only one sign shall be installed which shall contain the identification for no more than three businesses and institutions. The owner of the building shall determine which businesses or institutions, if any, will be identified on such a sign. The term "entrance" where used in this paragraph means the space which is allocated to providing ground floor access from the exterior of the building and which is not part of a ground floor tenant space. Each business or institution occupying the ground floor of premises shall be permitted primary signs with a total gross sign area of not more than twenty-five (25) square feet. This total gross sign area may be increased to forty (40) square feet if the building frontage of the portion of the building occupied by the business or institution exceeds nineteen (19) feet, increased to eighty (80) square feet if the building frontage of the portion of the building occupied by the business or institution exceeds ninety (90) feet, and increased to one hundred twenty (120) square feet if the building frontage of the portion of the building occupied by the business or institution exceeds one hundred twenty (120) feet. Primary signs may be freestanding signs, wall signs, roof signs, window signs, or signs affixed to or painted on canopies or awnings, subject to the limitations stated herein. Freestanding Primary Signs: One (1) freestanding primary sign, not exceeding ten (10) feet in sign height, shall be permitted for each street frontage; except that when the street frontage exceeds three hundred (300) feet, such freestanding sign may be increased in sign height to a maximum of twenty-two (22) feet. Canopy and Awning Signs: Signs may be attached to or painted directly on a canopy or awning.