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primarily visible from a public street). The remaining allowable area may be used for pedestrian-oriented signs (e.g., projecting signs, window signs, overhang signs under building projections or street-oriented directory signs) as determined by the zoning administrator. C. Sign content shall be limited to the identification of the site or use (e.g., business name). In addition, references to generic product-types or services offered may be incorporated into window signs, awnings, freestanding sidewalk signs, or flags. Such signs shall be subject to design review approval. D. All signs for businesses not having any frontage on Main Street shall conform to the requirements set forth in the downtown Pleasanton design guidelines and this subsection. The total area of all signs facing any street shall not exceed one square foot for each linear front foot of business establishment on such a street; provided, that a business having less than 20 feet of frontage on a street shall be permitted up to 20 square feet of sign area. 1 . Any sign permitted under Table 1 Main Street Signs shall be allowed for businesses not having frontage on Main Street except as superseded by subsection (2) or (3) below. 2. Residential properties lawfully converted to nonresidential uses shall be allowed one sign only and it shall be either a wall sign or a freestanding sign. 3. Freestanding signs as allowed under this section shall conform to the following: (a) Twelve square feet maximum size; (b) Four feet maximum height; (c) Sign must be placed parallel to the principal street frontage and set back from the street at least one-third the distance between the edge of the sidewalk nearest the existing structure and the place of the front facade of that structure; (d) The base of the sign must be incorporated in a landscaped solution; (e) The materials and colors used in the sign should be compatible with the materials and colors of the existing structure; and (f) Illumination of the sign is prohibited. Table 1 MAIN STREET SIGNS A. Definitions: 1 . "Wall sign" means a sign which is mounted flush and affixed securely to a building wall, projected no more than 12 inches from the face of a building wall, and not extending sideways beyond the building face or above the highest line of the building wall to which it is attached and shall not include internally illuminated metal framed box signs. 2. "Projecting sign" means a sign which projects more than 12 inches and which is supported by a wall of a building with the display surface of the sign possessing a plane not parallel to the plane of the supporting wall and shall not include internally