Plans to add new signs and vinyl graphics to the Superdrug on Marlow High Street have been lambasted by the council.

Zillwoods Ltd has applied to Buckinghamshire Council for the display of a fascia sign, projecting sign, vinyl window graphics and a Dibond panel to the lobby.

Drawings submitted with the application show the proposed branding would introduce larger promotional graphics to the windows.

However, the plans faced opposition. Three comments on the application stated that it would appear “incongruous” with the character of the area.

In a council officer’s report, it stated that the application failed to include a heritage statement which would have assessed how the signage would affect heritage assets in the area.

The proposed introduction of lighting within the fascia was described as “unacceptable” in the context of a traditional shopfront.

The officer wrote: “The internally illuminated acrylic fascia sign conflicts with established management guidance and would introduce a harsh and discordant visual element into a street where such fascia lighting is currently absent.

“Furthermore, the proposed projecting sign represents an inappropriate modern replacement for the existing traditional hanging sign.

“The application of impermeable, brightly coloured vinyl to fully cover the shop window would result in a visually incongruous appearance, obscure views into the premises, and create a blank frontage, thereby detracting from the vitality and visual interest of the street scene.”

Regarding public safety, including highways implications, the report stated that provided the proposed signs are not illuminated or made of reflective materials, their appearance and positioning would cause no confusion or distraction to users of the adjacent public highways. As such, there were no objections to the proposed signs on highway safety grounds.

It was also considered that the proposed signage would not have a detrimental impact on neighbouring amenities.

In the council’s decision notice refusing permission it said: “The proposed internally illuminated acrylic fascia, modern projecting sign, and full vinyl window covering would introduce materials and design elements that are inconsistent with established conservation area guidance.

“These changes would cause unacceptable harm to the character and appearance of the Marlow Conservation Area and the setting of nearby listed buildings.

“The absence of a Heritage Statement further highlights the failure to demonstrate an informed approach to protecting the historic environment.

“As no clear and convincing justification or public benefits have been provided to outweigh the identified harm, the proposal conflicts with policies.”