Signage Master Plan Toronto: SMP vs Sign Variance Guide

A Toronto sign project that fails the Sign By-law on one or two signs needs a sign variance. A project that fails on three or more signs, or includes a roof sign, an electronic roof sign or a projected image sign, needs a Signage Master Plan (SMP). This guide explains the difference, the triggers in Chapter 694, the fees, the public notice, and the steps that get an SMP approved.

Rouge Hill Consulting (RHC) prepares Signage Master Plans and sign variance applications in Toronto. Our principal, Irteza Ahmed, P.Eng., is a former City of Toronto building plans examiner who reviewed sign permit applications.

What is a Signage Master Plan?

Chapter 694 defines a Signage Master Plan as a submission with drawings, text and specifications that sets out the location, arrangement, type and design of signs on premises within a defined area.

In practice, an SMP is a site-specific sign rule set. The City approves the full sign package for a property at one time. After approval, each sign gets a sign permit against the approved plan.

Typical SMP projects in Toronto:

• Shopping centres and multi-tenant retail plazas.
• Mixed-use towers with retail at grade and a hotel or office above.
• Hospital, university and corporate campuses.
• New developments that need tenant signs, building identification and wayfinding together.
• Rebrands that replace many signs on one property at the same time.

Signage Master Plan vs sign variance: which one do you need?

Both applications ask the City to approve signs that do not comply with Chapter 694. The difference is scope.

	Sign variance	Signage Master Plan
Scope	One or two non-compliant signs	Three or more non-compliant signs, or a special sign type
By-law trigger	Section 694-30	Section 694-30B(2)
2026 City fee	$971.16 (first party), $2,039.44 (third party)	$3,324.35
Notice radius	60 m first party, 120 m third party (250 m with electronic copy)	120 m (250 m with electronic copy)
Result	Relief for the named signs	A sign rule set for the premises

Section 694-30B(2) requires an SMP when the variance relates to:

1. Three or more signs.
2. A roof sign.
3. An electronic roof sign.
4. A projected image sign.
5. Premises with a Signage Master Plan that the City approved before.

The last item matters to property managers. After a property has an approved SMP, a new non-compliant sign on that property goes through the SMP process again, not a single sign variance. Plan the SMP to include future tenant signs, so that new tenants can get a sign permit without a new application.

If your project has one or two non-compliant signs, read our guide on how to get a sign variance in Toronto. If you are not sure if your sign complies, start with a Sign Code Check.

Why a Signage Master Plan can be the better option

An SMP costs more than one variance. It can still cost less in total:

• One application, one notice period. Three separate variances cost $2,913.48 in first party fees alone and need three rationale letters. One SMP covers all the signs.
• Roof signs. Chapter 694 prohibits roof signs, but section 694-15B permits a first party roof sign in an SMP that contains only first party signs. The SMP is the only route for this sign type outside the Dundas Square special sign district.
• Consistent design. The plan fixes sign zones, sizes, materials and illumination for every tenant. Landlords control the look of the property.
• Faster permits after approval. Tenant sign permits are checked against the approved plan, so the examiner has clear rules to apply.

The 8 criteria the City uses to decide

The City approves a Signage Master Plan or a sign variance only when the applicant shows that the signs meet all eight criteria in section 694-30A. The signs must:

1. Belong to a sign class permitted in the sign district.
2. Be compatible with the development of the premises and the surrounding area.
3. Support the Official Plan objectives for the premises and the surrounding area.
4. Not adversely affect adjacent premises.
5. Not adversely affect public safety, including traffic and pedestrian safety.
6. Not be a sign prohibited by section 694-15B.
7. Not alter the character of the premises or the surrounding area.
8. Not be, in the opinion of the decision maker, contrary to the public interest.

The rationale must prove each criterion with facts. Statements without evidence do not get approval. A strong SMP rationale uses:

• The correct sign district. Toronto sign districts come from Schedule A of Chapter 694. They are different from the zoning map. An error here changes which rules apply.
• Permitted precedents. Similar signs in the same sign district, with sign permits or approved variances. An unpermitted sign nearby is not a precedent.
• Measured impact. The distance from each sign to the nearest residential building in each direction, and the illumination level from the drawings.
• The by-law definitions. Chapter 694 defines terms such as “office building” by function. A proposal can meet the intent of a rule when it does not meet the label.
• The smallest possible variance. A table that shows how many sub-conditions each sign meets, and the one condition it does not meet.

The Toronto Signage Master Plan process, step by step

1. Sign Code Check. We review the proposed signs against Chapter 694 and identify each non-compliance. This tells you if you need a permit only, a variance or an SMP.
2. Preliminary Project Review (PPR). Toronto Building issues an Examiner’s Notice that lists each provision the signs fail. The SMP rationale must answer every item on that notice.
3. SMP package. We prepare the plan drawings (site plan, elevations, sign zones, sign types, sizes, illumination) and the written plan text that sets the rules for each sign type.
4. Letter of rationale. We address the eight criteria for every non-compliant sign, with precedents, measurements and Official Plan references.
5. Application and fee. We file the application with the $3,324.35 SMP fee.
6. Public notice. A notice stays on the site for at least 30 days. The City serves notice on the ward councillor and on owners and tenants within 120 m (250 m with electronic signs). For a condominium, the notice can go to the condominium corporation.
7. Decision. The Chief Building Official decides first party applications. Third party and mixed applications go to the Sign Variance Committee. A ward councillor can ask that City Council consider a third party application. The decision maker can approve, approve with conditions, or refuse.
8. Appeal period. Any person who got notice can appeal a Chief Building Official decision to the Sign Variance Committee within 20 days.
9. Sign permits. Each sign gets a sign permit with drawings that agree with the approved plan. For permit drawings and fees, see our guides on how to obtain a sign permit in Toronto and Toronto sign permit fees.

Common reasons a Toronto SMP gets delayed or refused

• The rationale says there are no similar signs nearby. This gives the examiner a reason to refuse. Measure what is nearby and present it.
• The applicant uses the zoning map to find the sign district.
• The precedent list includes signs without permits, or calls a pending application “approved”.
• Sign numbers on the drawings do not agree with the sign numbers in the letter.
• The plan does not answer the residents inside the 120 m notice area. Residents near illuminated signs often object to light at night. Give the illumination level and the hours of operation.
• Illumination does not meet section 694-18. Illuminated signs must not be up-lit and must not exceed 5,000 nits from sunrise to sunset or 300 nits from sunset to sunrise.
• Signs project over a road allowance, or a projecting sign is within 30 m of a signalized intersection, and the applicant has no approval from Transportation Services (section 694-17).

Third party signs and Signage Master Plans

Billboards and other third party signs follow stricter rules and a public Sign Variance Committee hearing. An SMP that includes third party signs cannot include a first party roof sign under the section 694-15B exception. For billboard and out-of-home projects, see our third party sign variance service.

How Rouge Hill Consulting helps

RHC manages the full Signage Master Plan and sign variance process in Toronto:

• Sign by-law review and PPR coordination with Toronto Building.
• SMP drawings and plan text.
• Letters of rationale against the eight criteria, with verified precedents and site measurements.
• Professional engineering review and stamps for sign structures through our sign engineering service.
• Sign permits for each sign after approval, and inspections to close the permits.

To start, send us the address, the sign drawings or renderings, and any PPR or Examiner’s Notice you have. We reply within one business day. See our sign variance service or contact us.

Frequently asked questions

What is a Signage Master Plan in Toronto?

A Signage Master Plan is an application under Chapter 694 of the Toronto Municipal Code. It uses drawings, text and specifications to set out the location, arrangement, type and design of signs on premises within a defined area. The City approves it as one package instead of one variance for each sign.

When does Toronto require a Signage Master Plan instead of a sign variance?

You must apply for an SMP when the variance relates to three or more signs, a roof sign, an electronic roof sign, a projected image sign, or premises that already have an approved SMP (section 694-30B(2)).

How much does a Signage Master Plan cost in Toronto?

The 2026 City application fee is $3,324.35 for each SMP. A first party sign variance is $971.16 and a third party sign variance is $2,039.44. Sign permit fees and consultant fees are separate.

Who must the City notify about a Signage Master Plan?

A notice stays on the site for at least 30 days. The City serves notice on the ward councillor and on owners and tenants within 120 m, or 250 m if the plan includes electronic signs.

Can a Signage Master Plan include a roof sign?

Yes, with a limit. Chapter 694 prohibits roof signs, but it permits a first party roof sign in an SMP that contains only first party signs.

Do I need a sign permit after the Signage Master Plan is approved?

Yes. The approved plan sets the rules for the premises. Each sign still needs a sign permit with drawings that show the sign agrees with the approved plan.

This guide refers to the City of Toronto Sign By-law, Chapter 694 of the Toronto Municipal Code, and the 2026 fees in Chapter 441. Confirm current requirements with Toronto Building before you apply.