1. The Fremont Street Experience, Las Vegas, Nevada
Before the Strip took over the spotlight, Fremont Street was the beating heart of Las Vegas, Patrick Blennerhassett of the Las Vegas Review-Journal explains, and its famous “Glitter Gulch” neon signs lit the way. The area’s massive electric signage, including the iconic Vegas Vic cowboy, helped cement the city’s identity as a neon wonderland. When the Fremont Street Experience canopy was built in the 1990s, it turned the whole street into a light show with one huge, immersive sign overhead. This wasn’t just advertising—it was a spectacle.
Vegas Vic still tips his hat as part of the nostalgic charm, and signs like the neon “Jackpot” and “Golden Nugget” remain photo staples. The Fremont Street signage tells a story of vintage Vegas, one pulsing light bulb at a time. It’s a rare place where signs aren’t just part of the environment—they are the attraction. And in true Vegas fashion, bigger is always better.
2. South of the Border, South Carolina
If you’ve driven I-95 through the Carolinas, you’ve definitely seen Pedro. South of the Border is a kitschy roadside attraction that lures drivers with hundreds of goofy, colorful billboards promising fireworks, snacks, and photo ops. The signs start hundreds of miles away and build anticipation until you finally reach the sombrero-shaped tower. It’s absurd—and that’s the point.
The over-the-top signage is why South of the Border became a must-stop for generations of road trippers, according to Emily Cataneo of The Assembly NC. Critics may call it cheesy, but the signs are unapologetically attention-grabbing. They’re part of an old-school marketing strategy that still works because of sheer volume and charm. Love it or roll your eyes, you remember it.
3. Roswell, New Mexico
If you’re into aliens, you know this one: the “Welcome to Roswell” sign complete with a flying saucer. Roswell became a magnet for UFO enthusiasts after a mysterious 1947 crash that many believe involved extraterrestrial tech—though the official story says it was a weather balloon. The town leaned into the legend, transforming itself into a hub for alien culture and conspiracy theorists alike. And the sign is your first clue that things are about to get weird (in the best way).
The sign, along with alien-themed storefronts and neon-eyed mannequins, sets the tone as soon as you arrive. There’s even a yearly UFO Festival that attracts thousands of curious visitors. Roswell’s sign has become shorthand for otherworldly Americana. Whether you believe the stories or not, the town’s quirky identity starts with that otherworldly welcome.
4. Wall Drug, South Dakota
Wall Drug might just be the most famous drugstore in the U.S., and it’s all thanks to relentless signs, according to Roy Heilman of Roadtrippers. Starting in the 1930s, the owners plastered roadsides with billboards offering free ice water to weary travelers headed to Mount Rushmore. The gimmick worked, drawing people in droves—and the signs multiplied. Today, you can see Wall Drug signs all over the world (even in Antarctica).
By the time you actually get to Wall, South Dakota, the place feels like a mythical destination. The store itself has morphed into a sprawling roadside attraction featuring everything from cowboy boots to animatronic dinosaurs. But it’s the humble signs that built the legend, one billboard at a time. It’s a masterclass in marketing before the age of social media.
5. Route 66, Various States
The “Route 66” signs might be the most photographed road markers in America, according to Anika Burgess of Atlas Obscura. Known as the “Mother Road,” this legendary highway connected Chicago to Santa Monica and became a lifeline for Dust Bowl migrants and post-war travelers. Over time, the road developed its own mythology, helped along by its distinctive signage. You don’t need a GPS when you’re following those iconic white-and-black shields.
The signs are more than just directional aids—they’re symbols of freedom, nostalgia, and roadside Americana. They’ve inspired songs, books, and movies, from “Cars” to Jack Kerouac. Even though much of the original road is decommissioned, towns along the route preserve and promote the signs like relics. It’s Americana distilled into metal and paint.
6. Hollywood, California
Let’s start with the ultimate sign: HOLLYWOOD. Originally erected in 1923 as “Hollywoodland” to advertise a real estate development, the sign quickly became an emblem of the movie industry as the area grew into the epicenter of American filmmaking. Even after the “land” portion was removed in 1949, the sign stood tall—both literally and symbolically. Now, it’s a pilgrimage spot for tourists chasing the dream of fame or just a good selfie.
People around the world recognize the sign as shorthand for stardom, glitz, and drama—whether real or on screen. It’s perched in the hills like a beacon of aspiration, and over the years it’s been featured in countless films and shows. There’s even a nonprofit, the Hollywood Sign Trust, dedicated to its preservation. Not bad for something that started as a flashy billboard.
7. Times Square, New York City
Technically, Times Square is a whole collection of signs—but that’s exactly the point. What started as a hub for newspapers and theaters became a blazing epicenter of American advertising and entertainment. By the mid-20th century, the electric signs became so synonymous with the area that zoning laws were passed to require illuminated billboards. That’s right—Times Square legally has to glow.
From Coca-Cola to Broadway musicals, the signs aren’t just ads—they’re part of the cultural fabric. Tourists flock here to be swallowed up by the sensory overload. And of course, there’s the world-famous New Year’s Eve ball drop, which happens under an ever-changing LED canopy. The square’s fame is literally lit up in lights.
8. Las Vegas, Nevada
The “Welcome to Fabulous Las Vegas” sign isn’t just iconic—it’s practically its own tourist attraction. Built in 1959 by designer Betty Willis, the sign sits just south of the Strip, ushering visitors into the land of slot machines, neon lights, and Elvis impersonators. Unlike many modern landmarks, it wasn’t part of a big corporate campaign—it was built as a gesture of civic pride. That homemade flair made it all the more memorable.
Today, the sign is such a photo hotspot that the city had to create a dedicated parking lot to manage crowds. You’ve probably seen it in wedding photos, movies, and even Instagram proposals. It captures the spirit of Vegas: big, bold, and a little bit kitschy. The sign is so beloved that it’s on the National Register of Historic Places.
9. The Famous Broadway Street Signs, New York City
When people say they’re “heading to Broadway,” they don’t just mean a street—they mean a world of theater, lights, and cultural prestige. And it’s the simple green-and-white street signs reading “Broadway” that anchor that meaning. Scattered across Manhattan, especially near Times Square and the Theater District, those signs are like gateway markers to the magic of the stage. Snap a photo with one, and you’ve basically announced you’re on the set of your own New York story.
The name itself is globally recognized, and the signs bearing it have become emblems of ambition and artistry. Whether you’re lining up to see Hamilton or just walking by for the vibe, the “Broadway” signs instantly evoke drama (the good kind). They’ve been featured in movies, music videos, and endless travel vlogs. For performers and fans alike, seeing that sign is a dream made real.
10. Sturgis, South Dakota
Each summer, the small town of Sturgis turns into a roaring hub of motorcycle culture. And the sign welcoming bikers to the “Sturgis Motorcycle Rally” is almost as iconic as the event itself. What started in 1938 as a local race has exploded into one of the biggest biker gatherings in the world. That “Welcome Bikers” sign appears in almost every photo, video, or news piece about the rally.
The sign encapsulates a week of freedom, rebellion, and two-wheeled camaraderie. It transforms an otherwise quiet town into a global destination for riders and spectators. Like a banner over a battlefield, it sets the tone for what’s to come. If you’re on a Harley, that sign means you’ve arrived.
11. Hollywood Boulevard’s Walk of Fame, California
Yes, we’re back in Hollywood—but this time, it’s the stars on the sidewalk that act like signs. With over 2,700 terrazzo and brass stars embedded along 15 blocks, the Walk of Fame is a tribute to entertainment’s best. Each star is a literal sign of someone’s impact, etched for all to see and photograph. It’s an honor, but also a landmark that draws millions annually.
The stars form a linear billboard of celebrity culture, one you can actually walk on. People plan entire trips around finding their favorite actor’s name. Even if you’re not into fame, the sheer scale and density of these signs is impressive. It’s where history, vanity, and tourism collide.
12. Route 1 “Mile 0” Sign, Key West, Florida
If you’ve made it to Key West, you’ll likely stop for a photo with the famous “Mile 0” sign at the start (or end) of U.S. Route 1. It marks the southernmost point of the longest north-south road in America. For road-trippers, it’s a symbolic finish line—or starting gate—for an epic drive. That little green sign packs a punch.
It’s such a popular photo spot that the sign frequently gets stolen. Local shops sell T-shirts, mugs, and stickers featuring its design. Its fame is tied to its placement, but also to the sense of completion it gives travelers. It might be small, but it’s mighty in meaning.
13. Salvation Mountain, California
Out in the California desert near Slab City stands a vibrant hill covered in paint, Bible verses, and flowers. Created by Leonard Knight over decades, Salvation Mountain isn’t just a folk art site—it’s a monumental sign declaring “God is Love.” Built from adobe, straw, and gallons of donated paint, it sends a powerful message to anyone willing to venture off the beaten path. It’s been featured in documentaries, music videos, and even Into the Wild.
Each surface of the mountain acts like a painted billboard for Knight’s spiritual mission. The message is clear, bold, and inescapable: love and faith in a riot of color. It’s not subtle, but it’s definitely unforgettable. If signs are about sending a message, Salvation Mountain might be the purest form of that.
14. Portland, Oregon
The “Portland Oregon” sign—complete with a leaping white stag—is one of the city’s most cherished visual landmarks. It’s perched on the side of a building near the Burnside Bridge and has had several iterations, but the stag has been there since 1959. What started as an ad for White Satin Sugar became a beloved city marker over time. In 2010, it was officially renamed to reflect the city’s identity.
Lit up at night and decorated for holidays (yes, the stag gets a red nose for Christmas), the sign is a warm, welcoming beacon. Locals see it as a proud emblem, while tourists treat it like a photo checkpoint. It’s often used in TV shows and travel promos to instantly say, “Hey, we’re in Portland.” Not bad for a neon deer.
