Card shop chain wins battle for illuminated signs outside Stafford town centre shop

The bright pink, lime green and purple colour scheme of Cards Direct’s corporate signage was branded “garish and unsympathetic” by the council’s conservation officer.

Concerns were raised that the proposed fascia sign and hanging sign would detract from the special character and appearence of the Stafford Town Conservation area. The Ancient High House, which is Grade II* Listed, is located just a few doors down the street from the Greengate Street shop.

Council planning officers refused permission for the signs last year. They said: “The proposed fascia and projecting signs, both individually and in combination, by reason of their inappropriately bold palette of colours would appear as stark and visually intrusive features which would harm the visual amenities of the area.”

Cards Direct Retail Ltd appealed against the decision. And planning officer Elaine Benson has sided with the retailer, granting consent for the signs to be displayed.

In an appeal decision notice presented to the council’s planning committee, she said: “The building containing the appeal property is of no historic or architectural interest. However, it is within the Conservation Area which contains a range of attractive historic buildings dating from a variety of periods.

“The colour scheme of the signage reflects the corporate branding of the appellant company. In the light of the council’s concerns about the appearance of the brighter colours, the scheme was amended.

“The extent of the pink area was reduced to approximately 50% of the width of the fascia board, thereby significantly increasing the grey area of fascia. The use of grey reflects the colour of the shopfront and the fascia of the adjoining restaurant.

“Whilst the combination of the colours is undisputedly bright, the limited size of this element of the display produces a satisfactory appearance within the context of the appeal building. The fascia signage is not visually intrusive within the commercial context of the wider town centre where corporate signage is prevalent.

“As revised, I find that the proposed fascia signage scheme does not detract from the special historic character and appearance of the Conservation Area. Furthermore, given its distance from the Ancient High House, the setting of the listed building is preserved.”

An appellant’s statement submitted as part of the appeal said: “Cards Direct are a family owned and run UK retailer specialising in High Street only sales of greeting cards and partyware. The company has 78 stores in town centre locations throughout the UK.

“Bucking the trend of online sales and the demise of the High Street, Cards Direct continues sustainable expansion of the business in town centre locations across the UK. The Stafford town centre store forms part of that expansion and continued commitment to High Street and town centre shopping.

“The proposal comprises the company’s corporate branding, which is a fundamental part of the business’ identity and key to setting their High Street presence apart from other greeting cards and partyware retailers. Prior to Cards Direct’s occupation of the building, the appeal site as a shop had been vacant since 2019, making no contribution to the vitality or viability of the town centre.

“As a profession, we should be doing all that we can, in the public interest, to facilitate retention of shops and retail in town centres, unless there are very strong reasons why we should not be. Cards Direct’s occupation of the building and bringing the shop back into use is intrinsically linked to the company’s brand image and very strong desire to maintain that brand in the visibility of Greengate Street, all in the interests of the amenity of the public and their enjoyment and use of the town centre.”