Newport sign refused over light pollution

A Costa Coffee dubbed “already unattractive enough” has been refused permission to build a 10m-tall advertising totem pole near the M4.

The coffee giant wanted to build the 33-ft LED illuminated sign at its Chepstow Road branch in Newport.

Costa argued that the shop was not getting enough customers due to the fact people could not see it from the road.

But the city council decided the plan was not its cup of tea due to the fact the size of the pole “with a logo atop and a bold affixed arrow” would cause “significant visual pollution”.

The council’s landscape officer argued that the coffee shop was “already clear and unattractive enough in itself”.

Its location is classed as being in the countryside so a council report said any developments would only be allowed if they “respect the landscape character” of the area.

Despite the refusal, the council report made a suggestion of replacing the large illuminated sign with a 50cm (20in) high sign on the existing low wall in a “more passive, less pronounced corporate style”.