It is the opinion of the local planning authority that the sign, by reason of its size and the number and sizes of symbols, would appear unduly conspicuous and incongruous in this rural location within an Area of Special Control and the designated Green Wedge between Loughborough and Quorn, to the detriment of visual amenity. The display of the sign is not in accordance with advice contained in PPG19 Outdoor Advertisement Control or the intentions of Environment Policy 1 of the Leicestershire Structure Plan, Policies EV/11, CT/1, CT/3 and CT/6 of the Borough of Charnwood Local Plan and Strategy Policy 6 of the Deposit Draft Leicestershire, Leicester and Rutland Structure Plan.