Lidl signs approved despite 'alien element' fears
LDRSNew signs on and around Hereford's new Lidl supermarket have been approved – despite claims they would introduce an "alien element" to the mostly residential area.
The store is to be built at the former Three Counties Hotel site, off the A465 Belmont Road southwest of the city.
City councillor Jeremy Milln, acting in a personal capacity, expressed concern over the signs and asked for them not to be lit up.
Herefordshire Council planning officer Heather Carlisle considered that the design and scale of the signs "would sit comfortably in the context of the site and its surroundings".
But Ms Carlisle attached a condition restricting the signs' brightness and hours of illumination.
The retailer applied in December for permission for the signs which included a "flagpole" sign at the road entrance, two canopy-mounted entrance signs, two large and one small wall-mounted billboards and an illuminated poster unit.
The company said it considered these "a non-contentious package of signs that you will see at almost all Lidl stores across the UK".
But Milln said he felt they "would introduce an alien element inconsistent with the primarily residential character of the area" and questioned whether the "flagpole" in particular "would adversely distract drivers" on the road.
He requested they should be "either non-illuminated or externally illuminated" up to a specified brightness.
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