1)
The proposal in terms of its size, design, location and method of illumination is detrimental to the amenity of the immediate area by causing harm to the character and appearance of the building and street, adding clutter and visual confusion, detracting from the quality of the townscape. It is considered to be contrary to the Council's Policies which seek to preserve and enhance the character and appearance of the Borough as stated in the Council's Unitary Development Plan (as amended), in particular Saved Policies CD51 and CD76.