A. Protect and enhance the visual character and identity of the city by establishing standards that regulate the type, number, location, size, and lighting of signs;

B. Recognize the private purposes of signs for the identification of businesses and promotion of products and services;

C. Recognize the public purposes of signs which includes consideration of traffic safety, economic, and aesthetic welfare; and

D. Provide for the safe construction, location, erection, and maintenance of signs.