Furious residents claim an "aggressive" sign erected outside a dentist's is ruining the look of a historic street.

Bosses at Victoria Road Dental Care in Deal put up the v-shaped board without planning permission in the summer.

But neighbours feel the advertising is "insensitive to the conservation area”, "too big" and the colours used are "too dark".

Several objections have now been lodged with Dover District Council after a planning application was submitted retrospectively.

Many residents are calling for the sign - as well as vinyl stickers displaying the practice's logo in the windows - to be taken down.

Phil Welton, who has lived opposite the site for 15 years, says it is “a blot on the landscape”.

“The previous one was a nice white sign with orthodox lettering,” the 74-year-old explained.

“This one is grisly, bad taste and unnecessary. We first saw the weird stencils going up on the windows.

“Then it was the aggressive black and yellow sign which is the colour used for nuclear waste and danger.

“After putting it up, they are now asking for planning permission so I sent in an objection based on the fact it is ugly and obtrusive - it's not necessary.

“I would like them to take the horrible transfers out of the window, take the sign down, and replace it with something similar to what was there before.”

The previous sign had a cream background and was set slightly closer to the property than its replacement.

Portman Dental, which runs the practice, says it was no longer fit for purpose as it was "rather dilapidated".

But neighbours feel the new advertising is "ghastly" and could even distract drivers as they pass the site, which is close to Deal Castle.

“I don't accept they need to advertise they're a dentist when there is a national shortage," another resident said.

“I want them to take it back to where it originally was and change the colour.

“This is a residential street and this is not discreet - it’s very much in your face and it obscures the view on the road.

“It would have been courteous for them to consult us.”

Despite the concerns, other neighbours say they have no issue with the sign, which is not lit.

“I do not think it causes any problem in the community," said James Vaughan, a resident of 23 years.

"Other shops around here have got signs up.

“I would rather people complained about the pigeons because people are feeding them and they are pooing everywhere.”

Ginny Davies, 67, agreed, saying: “I was expecting some big flashy sign but I could hardly tell it was there at all.

“I don't know what the fuss is about."

The practice, formerly known as C M Browne, R A Laurens & Associates, is one of more than 300 buildings in the Victoria and Wellington Road conservation area, which features seven listed sites.

The area is known for its architectural variety, with buildings dating from the mid-18th century to the middle of the 20th century.

In response to the concerns, Dr Catherine Tannahill, a dentist and director of dentistry at Portman Dental Care, says she believes the sign is acceptable.

“As with all local businesses, it’s important that we continue to be a sustainable practice for the community, and this means ensuring that potential patients are aware of the Victoria Road Dental practice by using clear signage," she said.

“We appreciate that the sign has increased in size and has moved closer to the road for improved visibility, but we believe it is still in keeping with the locality.

“The appropriate permissions have been sought as specified for situations when a sign is already in place, and we are in the process of seeking retrospective permission for the new sign.”

A decision on the application will be made by planning officers at Dover District Council.