Hatfield Road Homebase and SafeStorage sign refused

An application made by Planning Potential on behalf of SafeStore Ltd proposed an "internally illuminated totem sign".

The 4.2m x 1.5m totem would advertise the new SafeStorage unit which opened earlier this year, in a shared promotion with Homebase.

Made out of a steel frame, the sign would be double sided and and feature green and blue signs with lettering and logos for the respective companies.

Elevation plans placed the advertisement north east of the Homebase site at the junction of Hatfield Road and the Alban Park servicing road - facing oncoming drivers.

Two similar applications have been submitted by the agent in June and July of 2024, which were refused.

In the latest plans, the applicant has revised the width and height of the sign and adhered to feedback from Herts County Council Highway Authority regarding its location.

The site plan shows the planned location for the sign marked by a red dot. (Image: Submitted) Despite adjustments, a statement published by SADC read: "By virtue of its size, height, location and position, the totem sign would have an unacceptable impact on the visual amenity of the street scene and would injure visual amenity of the wider area."

The applicant disagreed implying that the sign was "entirely in keeping with the surrounding commercial character of the area".

"The revised totem scale and design is proportionate to the scale of the site," the planning statement added.

Planning Ltd also highlighted the several other similar totem signs on Hatfield Road including "Wickes, Honda, Renault and MG".

Herts County Council Highway Authority expressed its satisfaction that there would be no adverse impact on road safety if it were constructed.

A spokesperson said: "Highways view is that the location of the sign of this size and height is acceptable in terms of position and illumination to our recommendations."

No public comments or objections were made to the proposal.