The proposed signage would be prominently sited in a partly residential area at the junction of St Peter's Street and Melton Road, a busy main road into Syston Town Centre. The proposed signage is excessively large in scale and poorly designed in relation to the two main public elevations of the building and would, thereby, appear visually strident, incongruous and intrusive at a prominent and sensitive site. The illumination, and the continuous strip form thereof, as indicated in the brochure accompanying the application, would be excessive and would compound the harm caused into evening hours. The signage is considered, therefore, to be severely detrimental to the visual amenity of the area, contrary to Planning Policy Guidance Note 19 Outdoor Advertisement Control and Policy EV/12 of the Deposit Draft Borough of Charnwood Local Plan.