| Conditions / Reason for Refusal: |
01
The Council considers that by virtue of siting, type of luminance and the concentration of illuminated signage at the site, the illuminated sign has resulted in a detrimental impact to the amenity of neighbouring residential occupiers through light pollution. As such, the signage is contrary to Local Plan Policies SP55 ‘Design Principles’ and SP60 ‘Advertisements’, as well as the National Planning Policy Framework.
02
The Council considers that the sign has resulted in a further concentration of illuminated signage at the site, which is located in an allocated residential area with a predominantly residential setting. Intermittent illumination is also an uncommon feature in a suburban residential area which has resulted in further harm to the character of the residential area. As such, the signage is considered to adversely affect the visual amenity and character of the surrounding area, contrary to Local Plan Policies SP55 ‘Design Principles’ and SP60 ‘Advertisements’, as well as the National Planning Policy Framework.
POSITIVE AND PROACTIVE STATEMENT
The applicant did not enter into any pre application discussions with the Local Planning Authority. It is not possible to support a scheme of this nature nor would any amendments make it acceptable. It was not considered to be in accordance with the principles of the National Planning Policy Framework and resulted in this refusal
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