Dear Sir/Madam,

We wish to register our objection to planning application DC/11/78379/FT for "the display of 3 internally illuminated fascia signs, internally illuminated projecting sign and window sign at 76-78 Honor Oak Park SE23".

Overall, the application is of a very poor design quality and not in keeping with the location of this landmark building on the Honor Oak Park shopping parade. A significantly higher standard of design should be required if this application is to be approved.

With reference to the council's own ShopFront Design Guide (http://goo.gl/s13LV) we find the proposed design to be lacking in the following respects (all quotations from the referenced guide):

General Design

- "There will be a presumption in favour of retaining and refurbishing the whole shopfront or any historic parts which remain"
- "The design should complement the period and style of the building onto which it is fitted"

Fascias

- "Large areas of acrylic or other shiny material are unacceptable"

Lighting

- "Internally illuminated fascia boxes are always inappropriate for historic buildings"
- "Internally illuminated signs on fascias are often out of place and will be resisted"
- "In all cases, external lighting is preferred"

Materials

- "Modern materials such as plastics, aluminium, Perspex and stainless steel, when carefully designed, can be appropriate for modern shopfronts. The quality and detailing are important."

Traditional lettering and sign writing

- "Oversized lettering can give a cluttered and unattractive appearance to the streetscape"
- "The lettering should reflect the proportions of the fascia and the quality and character of the shopfront"

Projecting and hanging signs

- Should be "in character with the scale of the building"
- Should be "located at fascia level"
- Should be "respectful of the architectural features of the building"
- Fascia box signs should "not protrude more than 100mm" and should "not be internally illuminated"
- Should "use a style of lettering appropriate to the character of the building"
- "The use of standard corporate advertising and signs can be damaging in some locations. Organisations will be required to show flexibility and consideration to their building and its surroundings.
- "Hanging signs should not damage architectural features and should be located sensitively at fascia level"
- "It is important that colours harmonise with the detailing and character of the building and surrounding area"

This design would make a travesty of the most significant building on the Honor Oak Park parade which is seem daily by thousands of pedestrians and drivers passing through the parade.

We strongly urge the council to reject this application and require a high quality design in keeping with the significance of this building and with it's own design guide.