Phones4U hopes new sign will be all-white with East Cambs planners after they saw red over first plan

The revised Phones4U plans

The revised Phones4U plans - Credit: Archant

Mobile phone retailer Phones4U has unveiled a revised white shop front after its previous plans to open in Ely were thwarted because the sign was too red.

Phones4U's original plans for Ely's High Street were refused because the sign was deemed to be too r

Phones4U's original plans for Ely's High Street were refused because the sign was deemed to be too red. - Credit: Archant

The national retailer is hoping to move into the High Street building occupied by the post office, which is planning to move to Premier Convenience later this year.

As part of its plans, Phones4U applied to East Cambridgeshire District Council for two new timber signs in the company’s distinctive bright red.

However, it was forced to think again after council conservation officers rejected the proposal because the signs were too red - and not in keeping with the character of the street.

Planning officer Ed Fosker said in his report: “The council has an adopted shop front design guide that should be used when designing new signage and shop fronts.

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“Even though the applicant used appropriate materials – i.e timber – the corporate branding is not appropriate for such an historically sensitive area.”

This week, the company submitted fresh plans, swapping its trademark bright red sign for a sign with a more modest white background made of aluminium, with a smaller red logo over the top.

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A decision is expected within the next eight weeks. To view the plans, or to have a say, visit

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