No 44 Baxter Gate, a locally listed building recognised for its local historic and architectural value, occupies a prominent location on the corner of Jubilee Way and Baxter Gate. The sign, by reason of its appearance, size and position on the gable end of the building would appear as an unduly dominant and intrusive feature on the building itself and in the street scene generally. The local planning authority considers, therefore, that the signage would be detrimental to visual amenity and would not respect or enhance the character of the building and its display would be contrary to the provisions of national policy as expressed in the National Planning Policy Framework.