A petition has been launched to reinstate the famous Lucozade sign in Brentford and remove the ugly digital screen put in its place.

Over the holidays the much-loved iconic bottle pouring landmark, a piece of west London’s history, was taken down and replaced much to the annoyance of hundreds of motorists and local people.

The petition titled Bring Back Brentford’s Iconic Lucozade Sign. Remove The Hideous Digital Advertising Board was started up by Gary Farnan of Isleworth on Sunday (January 3).

Within 24 hours it had received nearly 100 signatures and dozens of comments which included the signs link to people’s childhood memories.

Among the comments left on the Change.org petition page included one from Holly Newth of Brentford who said: “The old sign was part of our local heritage. I now have to look at a hideous digital billboard from my window.

"The old sign was a piece of history. The new one is just a piece of tat!”

Londoner Catherine Scoble added: “It’s a beautiful, iconic part of London’s heritage. Dating back to the 1950s, for scores of people it signifies arriving in London.”

Lauren Rolfe of Brentford said: “This sign has always been a part of Brentford and it brings memories of childhood.”

The petition urges Prime Minister David Cameron and Mayor of London Boris Johnson to call on the official planning inspector, to look at any planning rules that may have been broken and to hold either the brand owner - Suntory - or advertising company - JC Decaux - responsible.

However there is still a long way to go before it reaches the 100,000 signatures required to get the government’s attention.

A planning application submitted by JC Decaux to replace the 1950s retro sign with a giant digital advertising screen was rejected by Hounslow council in January 2014.

While west Londoners in the surrounding boroughs of Hounslow have also commented on the loss of the sign, support has reached nationwide as far as Bristol to the south and Sunderland in the north; and even further afield to people in countries such as South Africa.

Jacquie Gomes of Acton Green said: “This is a classic sign! For years I have always looked up at that sign coming through. Please bring the original sign back.”

Sarah Hubbard in Cape Town, South Africa, commented: “Can we please preserve this sign. A local bit of history of a brand that we all remember...Not everything that is old needs to change.”

Sign the petition here.