Appeal 6004621

The appeal is allowed and express consent is granted for the display of 1 x new internally illuminated sign to the front elevation at [site address] , Barnet, [postcode] in accordance with the terms of the application, Ref 25/4300/ADV. The consent is for five years from the date of this decision and is subject to the five standard conditions set out in Schedule 2 of the 2007 Regulations and the following additional conditions:

The intensity of the illumination of the advertisement permitted by this consent shall be no greater than 600cd/m2 at any time.

The site visit was undertaken by a representative of the Inspector whose recommendation is set out below and to which the Inspector has had regard before deciding the appeal.

Advertisements are controlled with reference to their effect on amenity and public safety only. Regulation 3 requires that powers in this regard shall be exercised taking into account the provisions of the development plan, in so far as they are material, and any other relevant factors.

Neither the Council nor any other party has raised any dispute to the proposal with regard to public safety. From the evidence before me and my observations on site, I see no reason to disagree.

The main issue is the effect of the proposal on amenity.

The appeal site is situated on a major thoroughfare in close proximity to Golders Green Town Centre. The dynamic character of the town centre has spilled over to the appeal site and its immediate surroundings. Development in this section of [address] is largely mixed-use as evidenced by several freestanding and fascia signs, glass-front porches and the use of illumination on originally residential properties, creating a commercial feel. The character of the area begins to gradually change further down [address] where development becomes more residential in nature, however this is a considerable distance from the site.

The existing signage on the appeal building consists of two separate signs, one of which appears to be internally illuminated. Despite their prominent location they are modestly sized, together only slightly exceeding the width of the window they sit under. The use of white text allows these signs with somewhat vibrant backgrounds to sit comfortably against the host building. The scale and design of these advertisements is comparable with other signs in the vicinity, and appear cohesive with the commercial character exhibited in this section of the road.

The proposal involves consolidating these two signs into a singular internally illuminated sign of smaller proportions. The replacement sign would be directly proportionate to the width of the first-floor window, improving the existing relationship between the advertisement and the scale of the window. The sections with darker backgrounds would be clearly visible against the pale colour of the host property, but the use of different colours on each section of the sign would break up the visual massing. The use of white text would soften the appearance of the sign further, such that it would not appear unduly prominent. The brightness of the proposed internal illumination would be limited, and would appear subtle and similar to the internally illuminated fascias observed within the immediate vicinity of the appeal site.

Consequently, when viewed within its context, the siting, scale and design of the proposed advertisement would not appear incongruous or uncommon to the local character of the street scene and wider townscape. There would therefore be no harm to amenity.

I have taken into account Policies CDH01, CDH03 and CDH09 of the Barnet Local Plan 2021-2036 (March 2025) and Policies D3 and D8 of the London Plan (2021) which promote high-quality design and contributions to the public realm, and so are material in this case. I have also had regard to Barnet Design Guidance Note 1: Advertising & Signs (1994) which promotes the relative and careful design of advertisements. Given that I have concluded that there is no harm to amenity, the proposal does not conflict with these policies or guidance.

In addition to the standard conditions, a further condition is necessary to control luminance levels to those proposed, in the interest of amenity.

For the reasons given above and having had regard to all other matters raised, I recommend that the appeal should be allowed subject to conditions.

I have considered all the submitted evidence and my representative’s report and on that basis the appeal is allowed subject to the standard conditions set out in the Regulations and the additional condition listed above.