Controversial signage on a Penrith town centre vape shop has been refused by Westmorland and Furness Council after 178 people objected to the application.
The retrospective application was submitted for the signage at King Vape on Devonshire Street after it had already been installed.
The shop occupies an 18th-century Grade II listed building within the Penrith Conservation Area.
The council has now refused the application, saying the signage creates “significant visual clutter” and harms the historic character of the building and the wider conservation area.
The application attracted 178 objections, alongside one letter of support and nine other comments.
Among the objections were complaints that the signage was out of character with Penrith's historic town centre, as well as descriptions of it as garish, intrusive, oversized and an eyesore.
There were also objections to the illuminated signage originally proposed, concerns about the promotion and visibility of vaping products and fears that the signage could damage Penrith's image and tourism.
The illuminated elements were subsequently removed from the application, but the council said the remaining signage still caused harm.
Penrith Town Council also objected to the application, saying no heritage statement had been provided and that the proposals did not meet the guidelines in the local planning design codes.
The council's Conservation Officer was particularly critical of the design.
The officer said the fascia signage was “cluttered and busy”, with several elements, colours and images, including large text and 3D features with a modern finish.
They said neither the signage already installed nor the amended version was sympathetic to the listed building or the conservation area.
Instead, the council said a more traditional approach should be considered, such as hand-painted lettering at an appropriate scale on the timber fascia using a limited colour palette.
The signage on the shop's stall riser was also criticised.
The Conservation Officer said this was not a location where signage was traditionally installed and that it was not in keeping with the character of the listed building or conservation area. The report says this signage should be removed.
The projecting sign was also found to be inappropriate.
Although there had previously been a projecting sign at the property, the council said the old sign was a traditional hanging sign on a metal bracket.
The replacement was described as “bulkier and non-traditional”, with the council saying it should either be removed or replaced with a traditional hanging sign.
In its assessment, the council said the signage uses non-traditional materials, colours and design features which are particularly prominent in the historic setting.
It said the fascia and stall-riser graphics give the building a more commercial and contemporary appearance, creating visual clutter and conflicting with the traditional character of the listed building.
The replacement projecting sign was also described as larger, more solid and contemporary than the previous sign, making it appear “bulky and incongruous”.
The council concluded that the alterations fail to preserve the special architectural and historic interest of the Grade II listed building and detract from its contribution to the Penrith Conservation Area.
The report also says the size of the fascia and projecting sign is “excessively large and overbearing” and, together with the stall-riser graphics, creates substantial visual clutter which harms the amenity of the area and nearby businesses.
The council said the large number of public objections reinforced its concerns over the visual impact.
The retrospective advertisement consent application was refused by Westmorland and Furness council this week.
The council's refusal means the signage has not been granted the retrospective advertisement consent that was being sought and will now need removed or risk council enforcement action.
The decision notice issued by the council says the signage is contrary to policies covering advertising, town centres, design and the historic environment because of its impact on the listed building and Penrith Conservation Area.
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