A Costa Coffee drive-thru situated near the M4 has recently been denied permission to erect a large sign by Newport City Council due to concerns of “visual pollution.” The proposed 10-meter-high LED sign, intended to be installed outside the Newport drive-thru near the Ty Newport Hotel on Chepstow Road, aimed to enhance visibility from the road and boost business at the site. However, despite claims from Costa Coffee that poor site visibility was impacting customer footfall, the council decided to reject the application.
The design of the sign featured a red powder-coated aluminium base with glowing opal acrylic lettering, planned to replace the existing flagpoles on the site. Costa Coffee argued that the flagpoles contributed minimally to visibility and that the new sign was a necessary upgrade. Nevertheless, the council cited significant concerns over the visual impact and appropriateness of the design in a rural setting, leading to the refusal of the application.
While the highway officer of the council did not object to the sign, confirming it would not obstruct highway operations and that its luminance levels were acceptable, the landscape officer strongly opposed the plan. In an official report, the landscape officer expressed that the proposed sign would add significant visual pollution in a vertical and illuminated form, which would be detrimental to the street scene. The council argued that the existing Costa Coffee unit was already clear and unattractive enough on its own.
The rejection of the application was further supported by the argument that the sign was considered “excessive” and would negatively impact public visual amenity, potentially setting a precedent for oversized advertising structures in the area. Officials were concerned that approving such a sign could lead to more businesses installing large, illuminated signs, ultimately disrupting the surrounding location’s appearance. The council suggested that a smaller, more subtle sign would be more fitting for the site while still attracting attention to the drive-thru.
This is not the first time Costa Coffee has faced challenges regarding signage at the location; a previous proposal for a 6.35-meter totem sign was also rejected in 2018 for similar reasons. Despite attempts to upgrade visibility and attract more customers, the council remains firm on maintaining the visual character of the area without compromising on visual pollution standards.
In response to the decision, Costa Coffee was contacted for comment but did not provide a response. As the discussion on appropriate signage continues, it underscores the importance of balancing business needs with environmental considerations. The case highlights the ongoing debate between businesses seeking effective promotion and authorities aiming to preserve the visual harmony of their surroundings for the local community.