Churchill Square is set to lose the tilted discs which perch by the two main entrances as part of its ongoing revamp.
Instead, the towers on the corners of the H&M and JD Sports units will be topped by a flat roof, with the words Churchill Square in large capital letters encircling it.
The changes are part of making the frontage more appropriate for a shopping centre of its size, with a double-height frontage echoing the 20m height of the centre in Russell Road, further down the hill to the beach.
The planning application, submitted to Brighton and Hove City Council this month, says: “The relatively low key frontage, mall entrances and signage do not convey to shoppers that there is access to 90 shops beyond.
“This is partly due to the topography of the site sloping down from Western Road to the beach. The increased height of the Western Road frontage will provide the centre with a frontage that is more in keeping with the surrounding context and give it a presence that better reflects the overall scale of Churchill Square.”
The application is mainly concerned with changes to the Sole Trader unit, which will be given a new door opening onto Western Road set into a double-height glazed frontage.