PLANS to re-brand a Bradford hotel have hit a snag after planning officers rejected proposals for a new 7.5 metre sign.

The Jury’s Inn on Thornton Road is due to become a Leonardo Hotel as part of a national rebranding exercise by the company.

An application to replace the existing signage with the new identity was submitted to Bradford Council earlier this Summer.

Many of the changes would just be replacing existing signs. However, one of the proposed Leonardo Hotel signs would be a 7.5 metre tall “illuminated fin” that would be installed 18 metres above ground level.

The building sits in the Goitside Conservation Area, and Conservation officers criticised the size of this planned sign.

In their response to this application, officers said: “The significant size and prominent siting detracts from key views towards Centenary Square architectural landmarks- City Hall and the Odeon.

“It represents an incongruous and discordant feature that does not preserve or enhance the character and appearance of the Goitside Conservation Area.

“There are examples of fin signs along Thornton Road and in the Conservation Area, however the fins are kept at first floor height, thereby appear less prominent and visually obtrusive.”