The letters would have been displayed on the north elevation of the nine-storey hotel in Guild Street. They would have been set out in two lines reading Union Square at the seventh and eight floors of the building. However, there is already illuminated individual lettering on the building which says Jurys Inn.
After an inspection of the site and surrounding area, the city council decided the sign would “create an unacceptable proliferation of signage in a particularly prominent location, to the detriment of the visual amenity of the area”.
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