Illuminated Tesco signs have been approved for a shop in a picturesque village in Berkshire despite concerns over the being 'inappropriate'.

The Sunninghill Tesco will see the High Street store permitted to put up the signs on its shop front.

The planning officers’ report reads: “The application site comprises a retail unit located on the eastern side of the High St, located within a designated retail shopping parade. Fascias and shopfronts within the vicinity are varied in their design and appearance often reflecting the shop/brand within the unit.

“A prevailing theme is the use of externally illuminated signage which retains the local village style feel or shops within the High St.”

However, the proposals had been met with some resistance from the parish council, which raised concerns about the impact the illuminated signs would have on the character of the area.

Its statement of concern reads: “This application is proposing to ignore the character of the village and install corporate, industrial-sized signage.

“This is not appropriate to the village setting. Subtle fascia such as the nearby Londis store is preferred. The intensity of the lighting proposed in the trough lighting must be checked as it is sited amongst residential flats and should be conditioned to only be used during opening hours.”

Nevertheless, planning officers granted approval to the plans with a set of conditions.

These included making sure the signs are maintained “in a clean and tidy condition” and that the illuminance should not exceed 200cd/m2.

The officers’ report adds: “The use of externally illuminated signage would also reflect the prevailing type and form within the shopping frontage and the projecting sign is of a size and scale that would not appear overly obtrusive or detracting from the main shopfront.

“Despite concerns raised by the parish council, officers consider that the proposal would respect the existing shopfront and other commercial premises within the High Street. Trough lighting is a common feature within the High Street and it is not considered the lighting would harm residential amenity.”

To find out more about this planning application, visit RBWM’s planning portal with the reference 23/02308.