The first phase of work to remove "unnecessary" clutter from central streets in Oxford has been completed.
Traders in the city's High Street have been encouraged to remove obtrusive signs in a joint initiative with the county council's road improvement plan.
Highway signage has been reduced to preserve High Street's historic feel.
Two more phases of work - between Longwall Street and Magdalen Bridge and then up to the Plain Roundabout - are scheduled for 2007.
Work has included road surface strengthening and improving pavements.
County councillor David Robertson, the member for transport, said: "It is perfectly possible to rationalise street clutter without compromising safety or confusing people.
"There are obviously further phases of work to do. However, we have made an excellent start."