The neon arch no longer shines over the Holts Summit McDonald's restaurant.
The City of Holts Summit refused the application for a second sign to be installed at 123 Northstar Drive.
A familiar "M" sign was erected as part of a modern, company-wide remodeling initiative.
So owner Jim Baumgartner had no choice but to take down the golden arch last week.
It's the second time the 52-year-old sign has been retired.
"I have a lot of mixed emotions," said Baumgartner, who had hoped to use both signs.