A CINDERFORD businessman is furious after being told his replacement for a fading 100-year-old sign must be removed "because it spoils the historic street".
For more than a century people entering the High Street have been greeted by the now-fading 'Hodges Menswear' sign on the side of a building.
Phil Lambert of Lambert Brown Estate Agents took over the shop some two years ago and has now replaced the old message with one advertising his own business.
"I was amazed when I was told it would have to go. The old sign has been there since 1896 and our new sign is tasteful and in keeping," said Mr Lambert.
"I was told I would not get planning permission for it and when I pointed out that there had been a sign there before the council told me bluntly there should be no sign at all.
"The reason they gave was that it would spoil the historic look of the street – but it is only a short distance away from a great big illuminated blue and yellow sign for the Lidl store which they have allowed."
Mr Lambert, whose business is also the local outlet for the Stroud and Swindon Building Society, says that the Cinderford Partnership is backing his fight to use the replacement sign, believes he has right on his side.
"It is traditional advertising in a traditional site, and I am just following a precedent," he said, adding that he had been told the council would take legal action if he did not comply with their demands.
"Because of all the comments I have had from the public and our customers I am also planning to start up a petition."