Advertisements

Introduction

Well designed signs can project an image of quality, confidence and permanence. Policy DM.27 states that proposals for advertisements should not have a detrimental impact on the amenity of the area or building which they are displayed.

The Council is likely to approve signs which are:

• In character with the scale of the building;
• Located at fascia level;
• Respectful of the architectural features of the building, including first floor windows and shop front details;
• Fascia box signs which do not protrude more than one coursee of brick;
• Designed using a style of lettering appropriate to the character of the building;

Illuminations:

Illumination can highlight attractive features of a shopfront and facilitate an attractive night-time buzz, but needs to be well integrated. Excessive illumination causes light pollution and is therefore wasteful of energy.

Illuminations should:

• Not create a cluttered visual appearance
• Consider the impact and quality of light on the street scene.

Where the Council considers that the principle of illumination is acceptable, the light source should be designed so that it is not directly visible to drivers on adjacent roads or likely to cause nuisance to nearby residential properties. The level of illumination should be kept to a minimum. We do not support the flashing of lights.

Internally illuminated signs should:

• avoid large areas of illumination, especially with white or light-coloured back grounds;
• should be safe and not conflict with traffic signs or signals, CCTV or speed cameras;
• should not be detrimental to residential amenity by elements such as flashing lights or neon tubing;
• o use matt materials; and
• o conceal wiring and junction boxes.

Fascia:

The fascia is the most important area of a shopfront for advertising the business. In general, good signage works within the established proportions and confines of the

fascia board and avoids applying larger more modern signs onto it.

Fascia signs should:

• be designed as part of the building and not treated as an unrelated addition;
• be of an appropriate size and design;
• be sited sympathetically on the building;
• not obscure or remove traditional detailing;
• be recessed to prevent the side being visible; and
• not extend across separate buildings.

Projecting and hanging signs:

Hanging signs are a staple of the high street. They can add a distinct texture to a streetscene, but if designed inappropriately can lead to a cumulative disunity.

Projecting and hanging signs should:

• be related in style and character of the building or area;
• be at fascia level and be positioned so as not to be a danger to pedestrians and vehicles;
• be limited to one for each building; and not be larger than the fascia sign.

Shop Signs

Special consideration should be given to the location and design of signage or advertisements when they affect heritage assets or their setting. These assets include listed or historically important buildings, conservation areas, registered parks and gardens and scheduled ancient monuments. Signage design that is proportionate in size, of a sympathetic design, respectful of architectural detail, and located in a way that respects what is significant about the heritage asset are likely to be approved. Lighting of signage on historic buildings or in historic areas will require particular care and may not always be appropriate.

Shop signs:

Signs are a crucial element of shop fronts and can contribute to the attractiveness of shopping areas. The following considerations should be made in respect of signs to be displayed on new and existing buildings;

• consider signs as part of the shop front design;
• signs should be in character with the existing shop front, the building and the area as a whole. Their character is determined by their size, shape, position, materials, colour, and type and the extent of illumination;
• signs should not obscure architectural features or detail, or form an over-dominant feature;
• siting a sign above fascia level is not normally acceptable; and
• the character of a building or area should not be prejudiced by inconsistent and competitive signs;
• should be safe and not conflict with traffic signs or signals, CCTV or speed cameras;
• should have an acceptable impact on the amenity of the surrounding area;
• should be considered with regards the ‘overall’ impact on an area as too many adverts within an area could lead to adverse impacts on amenity such as clutter.

Figure 47: An acceptable array of shop signs, within a Conservation area