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Powys Unitary Development Plan - Denbighshire Local ...

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<strong>Powys</strong> County Council UDP 2001-2016 Adopted March 2010<br />

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advertisements hand painted, as these are an essential part of every shop’s individual<br />

identity and historic character. New shop fronts should capture the character and feel<br />

of historic shop fronts where these are found nearby and traditional materials should<br />

be used. The Council accepts that company colours and logos are necessary to<br />

identify national operators but will always encourage applicants to design<br />

advertisements that reflect local styles, particularly in existing or proposed<br />

conservation areas. The Council also discourages external security shutters.<br />

14.3.9 The beauty and character of the open countryside can be spoilt by the<br />

proliferation of direction signs at locations distant from the premises referred to.<br />

Wherever practicable, the Council will encourage the combining of essential<br />

advertising to avoid a proliferation of signs in the countryside. Illuminated<br />

advertisements in the countryside are particularly obtrusive and cannot be readily<br />

assimilated into the environment so will only be permitted in exceptional cases on an<br />

individual basis such as at petrol filling stations.<br />

POLICY DC2 - ADVERTISEMENTS<br />

APPLICATIONS FOR THE DISPLAY OF ADVERTISEMENTS, INCLUDING THOSE<br />

ON SHOP FRONTS, WILL BE GRANTED EXPRESS CONSENT WHERE THE<br />

FOLLOWING CRITERIA ARE MET:<br />

1. THEY SHALL NOT CAUSE ANY UNACCEPTABLE ADVERSE EFFECTS ON<br />

PUBLIC SAFETY ESPECIALLY FOR HIGHWAY USERS INCLUDING<br />

PEDESTRIANS, AND ESPECIALLY PEDESTRIANS WITH MOBILITY<br />

AND/OR SENSORY IMPAIRMENTS.<br />

2. ADVERTISEMENTS SHALL NOT SPOIL THE VISUAL AMENITY,<br />

CHARACTER AND APPEARANCE OF ANY BUILDING, THE SURROUNDING<br />

ENVIRONMENT, LANDSCAPE OR STREET SCENE IN TERMS OF THE<br />

FOLLOWING DESIGN DETAILS:<br />

THE SIGN’S SIZE, PROPORTIONS, MATERIALS, LETTERING,<br />

COLOUR(S) AND EXTERNAL FINISHES.<br />

ITS METHOD OF ILLUMINATION. WHEREVER POSSIBLE EXTERNAL<br />

SOURCES OF ILLUMINATION SHALL BE USED, PARTICULARLY IN THE<br />

OPEN COUNTRYSIDE OR WHERE CONSERVATION AREAS OR LISTED<br />

BUILDINGS ARE AFFECTED.<br />

ITS POSITION AND PROJECTION.<br />

3. WHERE PROPOSED IN THE COUNTRYSIDE, ADVERTISEMENTS SHALL<br />

NOT RESULT IN A PROLIFERATION OF SIGNS TO THE DETRIMENT OF<br />

THE LANDSCAPE AND ENVIRONMENT (SHARED SIGNS ARE GENERALLY<br />

PREFERABLE TO INDIVIDUAL SIGNS) AND SHALL BE EITHER:<br />

ADVANCE WARNING SIGNS ESSENTIAL FOR HIGHWAY/PUBLIC<br />

SAFETY; OR<br />

DIRECTIONAL SIGNS REASONABLY REQUIRED FOR APPROPRIATE<br />

RURAL BUSINESSES.<br />

4. WHEREVER POSSIBLE, APPLICANTS ARE ENCOURAGED TO DESIGN<br />

ADVERTISEMENTS TO BE BILINGUAL AND TO MEET THE NEEDS OF<br />

PERSONS WITH DISABILITIES.<br />

General <strong>Development</strong> Policies 203

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