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Murco put up the sign at its Kenilworth petrol station before seeking planning permission from Solihull Metropolitan Borough Council in April.
The council rejected it two months later – and the firm has now lost its appeal at the national Planning Inspectorate.
The council rejected the sign because its ‘visual prominence detracts from the character and appearance of the streetscene and surrounding Conservation Area’.
The Knowle Society branded it ‘over sized’.
