The two-tone purple sign outside the Ann Summers branch on Princes Street is facing the chop because it has been judged to spoil the look of the Capital's landmark shopping street.

Almost as soon as the sign was erected as part of a multi-million rebranding of the saucy high street outlet, council officials said that it must be taken down.

The shop's location puts it at the heart of the city's conservation area and the World Heritage site and all stores have to abide by strict planning guidelines to ensure the character of the area is not affected by unwanted development.

The "three-dimensional" design of the lettering means it sticks out more than the previous sign and has proved unacceptable to the council. A decision on whether to order the sign to be torn down will be taken by members of the council's planning committee on Wednesday.

Alan Henderson, the council's head of planning and strategy, said the sign "did not enhance the appearance" of the shop and the effect was "unsympathetic to its overall character".

He also pointed out that even though the shop fronts in Princes Street were in a variety of colours and designs, this in itself could not be used to justify the new look of the store.

However, Ann Summers' chief executive, Jacqueline Gold, said: "Edinburgh City Council is meeting next week to discuss the positioning of the Ann Summers' sign on the front of the award-winning new concept store on Princes Street. Apparently the size is just right, they're just debating whether it's too far up."

The revamp of the store, one of 123 across the UK, is the first since it opened in 2002, and also saw the installation of changing rooms with peep-holes to help couples choose the perfect sexy outfit. The store has never been far from controversy and when it opened in Edinburgh the firm was forbidden from advertising for staff in newspapers, because of government guidelines about the sex industry.

The controversy over the sign comes just a month after the Royal Bank of Scotland was told a sign carrying its distinctive snowflake logo was not "subtle" enough to go up on a Princes Street branch.

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