近日,根据9月份出台的《北京市牌匾标识设置管理规范》相关要求,北京市16区城管部门开始集中拆除违规户外广告牌匾的工程,打造美丽“天际线”。年底前,全市违规广告牌匾将全部清理拆除。

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Construction workers remove a billboard from the roof of a building near Tiantan Park in Beijing on Nov 28. [Photo/Xinhua]


The Beijing city management authority is limiting the number and placement of signs on buildings in order to "create an urban skyline that is visually clear and bright", and strengthen urban management.
北京城管部门正在开展限制建筑物广告牌匾的数量和投放的治理行动,以“打造亮丽城市天际线”,并加强城市管理。

Skyline在英文中的解释是“the outline of a group of buildings or a mountain range seen against the sky(建筑群或者山脉在天空映衬下展现出来的轮廓景观)”,中文通常称之为“天际线”,这也是城市景观(urban landscape)的重要组成部分。

2017年9月出台的《北京市牌匾标识设置管理规范(修订版)》明确规定,楼顶禁止设置牌匾、标识、广告等,已有的也要进行清理拆除(all signs and billboards attached to roofs must be removed),核心城区、长安街沿线、二三四环沿线是重点。

哪些广告牌需要清理?

1、超过建筑物本体高度和边缘的户外广告、牌匾标识;
Outdoor advertising billboards that exceed the height or the edges of a building

2、垂直于建筑物墙体的户外广告、牌匾标识;
Outdoor advertising billboards that are perpendicular to the building walls

3、“一店多招(牌)”的牌匾标识;
Multiple signs of the same institution

4、“店内店”擅自在建筑物墙体设置的牌匾标识;
Unauthorized signs put up by institutions located in a building

5、附着于建筑物三层以上墙体的单位名称牌匾标识;
Name signs of institutions put on the third or higher stories

6、异地设置的牌匾标识;
Signs set far from its actual location

7、附着于建筑物墙体的违规户外广告。
Non-compliant outdoor advertising billboards set on building walls

据北京市城管委相关负责人介绍,目前经过各区摸查汇总建立台账,全市需要拆除的违规广告牌匾超过2.7万块(more than 27,000 signs and billboards are non-compliant across the capital),七成以上集中在城六区。经过两个月的清理整治,目前全市已清理8956块(8956 signs and billboards have been removed)。

China Daily

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中国国家地理

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西单汉光百货

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中关村大街科贸电子城

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根据新规,建筑物上的牌匾分为单位名称牌匾(signs of institution names)和建筑物名称牌匾(signs of building names)。建筑物墙体三层以上部分只允许保留一处建筑物名称牌匾标识(there can be only one sign with a building's name on the third or higher stories),且距离屋顶线不小于0.5米,单位名称牌匾标识应下移到三层以下位置。

字体大小也有严格规定(text size on billboards and signs is strictly set),建筑物名称字体本身高度不超过2米,单位名称字体本身高度不超过0.8米。

新的牌匾标识禁止使用不锈钢等高反光材料,也不能用外射光源(the use of reflective materials and external light sources for outdoor signs will be prohibited),只能用内投光源。

如果同栋楼有多个产权单位或商业信息需求时,建筑物产权单位可在出入口处设置符合规定的标识进行区分,或在地面设置立式信息牌(information board)方便查询。