The site on which the 10 metre high free-standing totem sign is proposed to be displayed is elevated and very prominent, adjacent to a busy roundabout junction. It is the opinion of the local planning authority that this sign, by reason of its size, design and illumination, would appear as an unduly conspicuous and incongruous feature in the street scene, which would be detrimental to the visual amenity of the area and thus contrary to advice contained in PPG19 Outdoor Advertisement Control and to the intentions of Policy EV/11 of the Borough of Charnwood Local Plan. Furthermore, in addition to existing signage on this corner, it would result in unwarranted and undesirable advertisement clutter to the detriment of the visual amenities of the area. Details of the siting of the 3.5 metre totem signs at the entrance to the site have not been submitted. Without such details and, in particular, how these signs would relate to the approved landscaping scheme for the development, the local planning authority is not able to properly assess the impact these signs will have on the visual amenities of the area.