Rutland Lodge is an attractive building located within the designated Ashby Road Conservation Area. It is the opinion of the local planning authority that the proposed signs, by reason of their number and, in the case of the fascia and projecting signs, their location, would appear as unduly incongruous features on the building and in the street scene, and raise the level of advertising on these premises to an unacceptable degree, giving rise to advertisement clutter. The local planning authority, therefore, considers that the signs are detrimental to visual amenity and do not serve to either enhance or preserve the character and appearance of the conservation area. Their display would, therefore, be contrary to the provisions of national policies as expressed in Planning Policy Guidance 15 Planning and the Historic Environment and PPG19 Outdoor Advertisement Control. NOTE TO APPLICANT: You are advised that the fascia signs currently displayed at the premises do not have the benefit of express consent.