When a company is ready to proceed with their exterior signage, the sign company or the customer must submit for a permit application at city hall before any construction is allowed to begin. It then when the city engineer checks the records, site plans, elevation plans and proposed signage for any bylaw tolerance.  If the customer site signage reached the maximum allowed for the structure - the usual figure is set around 20%, which means that if the customer present signage, whether it's an illuminated sign, awning, picture or mural - covers more than 20% of the wall - the city will not grant the customer a permit for any additional signage on the building. Most sign companies and customers would consider this as a "dead end" and the understanding that they are not allowed to add more signs to the building. The city does not provide you with options of what to do when a situation like this comes up - as they expect you to know. So, if you are not aware that you can submit for a Variance Permit - you might be missing out! A variance Permit is an appeal to challenge the bylaw restriction on signs. The Variance application goes in-front of a committee for a final decision. A variance application costs are non-refundable and a decision may take up to 6 weeks from the submission date with no guarantees. However, it's nice to know that you have options as no one really tells you or volunteer info on the next step.