New signs for Hereford’s upcoming Lidl supermarket have been approved despite objections they would introduce an “alien element” to the predominantly residential area.
The signage approval comes with conditions limiting brightness and hours of illumination.
The decision follows concerns raised by city councillor Jeremy Milln, who had requested the signs not be illuminated at all.
Planning officials ultimately determined the signs would “sit comfortably” within the site’s surroundings.
The signage approval comes with conditions limiting brightness and hours of illumination
PA
The store will be built at the former Three Counties Hotel site, off the A465 Belmont Road southwest of Hereford city.
City councillor Jeremy Milln, acting in a personal capacity, expressed concerns about the proposed signage.
He specifically asked for the signs not to be illuminated at all, worried they would be inconsistent with the primarily residential character of the surrounding area.
He also questioned whether certain elements, particularly the “flagpole” sign, might distract drivers on the nearby road.
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Herefordshire Council planning officer Heather Carlisle determined that the design and scale of the signs “would sit comfortably in the context of the site and its surroundings”.
However, she did not grant unrestricted approval.
Carlisle attached specific conditions to the permission, restricting both the brightness of the illuminated signs and their hours of operation.
Lidl applied for permission in December for a variety of signage at the new store.
The store will be built at the former Three Counties Hotel site, off the A465 Belmont Road southwest of Hereford city
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The application included a “flagpole” sign at the road entrance to attract passing motorists.
Two canopy-mounted entrance signs were also requested, along with two large and one small wall-mounted billboards and an illuminated poster unit.
Lidl defended its signage proposals as “a non-contentious package of signs that you will see at almost all Lidl stores across the UK”.
This standardised approach contrasted with Milln’s perspective on their local impact.
The councillor argued the signs “would introduce an alien element inconsistent with the primarily residential character of the area”.
He specifically requested they should be “either non-illuminated or externally illuminated” up to a specified brightness.