A landmark neon Lucozade sign greeting motorists entering London is to be taken down on Tuesday after 50 years.
The sign will be dismantled and moved to a nearby museum
The 1950s landmark beside the M4 in Brentford depicts the drink being poured into a glass with the slogan "Lucozade replaces lost energy".
It sits on the side of a now derelict building which is being sold for redevelopment into the Audi UK HQ.
The sign will be carefully dismantled before it is donated to the nearby Gunnersbury Park Museum.
Such was the popularity of the landmark that the building's owner, drugs giant GlaxoSmithKline, kept it illuminated long after the building fell from use.
An almost unique example of 1950s art in advertising, the sign is a reflection of the modernism of the Festival of Britain era.
It was felt the original structure was too delicate to relocate onto another building, but advertising space firm JC Decaux has applied for planning permission to erect a permanent replica nearby.
A spokeswoman for GlaxoSmithKline said: "When it was made clear that the building was going to be sold there was very strong feeling locally, people hold the sign in very high esteem.
"And it's not just local people, it has been a welcome to London for visitors on their way in from Heathrow, it's a landmark saying that you have arrived in London. It is obviously loved."