Castle Morpeth Council has refused consent for the bright signage at the new Morrisons filling station in Dark Lane, Morpeth.

A retrospective application for the yellow and white displays was submitted in April amid public outcry at their impact.

And although the designs were amended, councillors ruled they had not gone far enough to blend the garage to its surroundings.

Coun Edward Trevelyan said: "The first time I drove past this horrendous yellow monstrosity I was absolutely horrified. I still don't think the modifications being proposed go far enough.

"I really think this committee should refuse this application for its garishness and various other things that are not suitable in this conservation market town."

The Council received 48 objections to the original signage, while 16 complaints were registered about the amended plans.

Initially the signs were to be predominately yellow, with illuminated white panelling and Morrisons lettering.

The revised design showed that only the text would light up, while most of the yellow fascia would be replaced with white and none of the car wash signs would be lit.

But Morpeth Town councillor Graeme Trotter, who lives near the site, said: "At the original consultation there was concern about the garage and I remember being told 'you will hardly notice it'. With respect, you will notice this from outer space, even with the revised plans.

"What we have here is more appropriate to a garage on the motorway than in an historic market town such as Morpeth."

Fellow objectors added their protests at a meeting of the Borough's Development Services Committee this week.

Morpeth resident Keith Harber said there was strong feeling about the signs
and Helen Ferstenberg called for more muted colours.

The Morpeth Civic Society also criticised the scheme. Representative Henry Warne said: "Morrisons has come along for retrospective permission for something not shown on the original plans. I think you can be tough on this and turn it down in order to get it right."

Residents pointed out that Morrisons' filling stations elsewhere, such as Fort William, have been designed in dark colours to blend in with their surroundings.

But Ashley Turner, of WCC Architects which is acting for the company, said it is re-branding all of its petrol stations.

He also apologised for not seeking advertising consent before the signage was erected.

"I want to start with an apology. The way the signage application has been dealt with is not right or proper. It was not an oversight by Morrisons, it was an oversight by ourselves.