Route 66: A road built for storytelling
Updated: 2 days ago
Bring on the sweater weather, the leaf-watching, and all the fun fall things (minus anything pumpkin spice, in my humble opinion). For me, fall is the perfect excuse for a great road trip. I’ve long toyed with the idea of driving U.S. Highway 66, or better known as Route 66, from its starting point in Chicago, to the ocean waves in Santa Monica. Honestly, I’d be just as thrilled with a trunk-cated version through my home state of Illinois. That pull of the open road goes back to the family car rides I grew up with. When I was young, we moved from North Jersey to the Jersey Shore in Monmouth County, where more than 140 miles of shoreline begin. Those drives were part adventure, part family connection: a wide-angle view of the world from the backseat windows, and a way to stay close to the many aunts, uncles, and cousins who had not yet migrated farther downstate. Long before handheld devices, we passed the time scanning the landscape as it shifted from shipping ports, oil refineries, and airport runways to rolling hills, dense trees, and sandy beaches. I may have groaned when my parents announced it was “time to load up,” but I still remember those rides as something to look forward to. My interest has also grown through a love of history. Monmouth County gave me an incredible front-row view of the Revolutionary War, with local landmarks that made the past feel surprisingly close. Where we grew up, Molly Pitcher was the kind of battle heroine whose story everyone seemed able to recite. From there, it became my personal call to action, and sometimes to my kids’ dismay, to stop at any and all historic roadside markers. Those “up ahead” signs, offering bite-size on-the-go pieces of history, always made me smile. That is part of what makes Route 66 so appealing to me now: it is not just a roadway, but a rolling timeline of Americana, hard work and invention, roadside creativity, and the stories we choose to keep visible.
Paved with all the feels When I think of Route 66, I picture a ribbon of asphalt that has become an enduring emotional trademark. The roadway works almost like muscle memory: its history, centennial milestone, visual identity, place branding, and sense of connection, all come together.
Today, a flexible logo framework supports typography, color palettes, graphics, and layout standards that can work across formats and partners. That consistency helps cities, tourism teams, event organizers, and businesses carry the Route 66 identity through public infrastructure, marketing campaigns, merchandise, and more. But it was not always that coordinated. Long before modern branding guidelines, the black-and-white U.S. Highway 66 shield served as an instant cue, signifying the official federal route, a transportation link, and a promise of adventure across the miles.
Down the road, literally, came neon and roadside architecture. What appeared on the horizon was not just signage; it was a landmark. The giant fiberglass “Muffler Man” displays (like in Illinois), teepee motels, and glowing neon signs, anchored and branded vast stretches of highway and put small towns on the map.
Meet on Main From the perspective of “selling an ethos,” Route 66 became more than asphalt; it evolved into an intertwined symbol of identity, freedom, and what the road could represent. Early "influencers" understood the power of that story. Organizations like the U.S. Highway 66 Association helped define and promote the route through creative narratives, industry partnerships, auto plates and tags, and printed guidebooks. They positioned Route 66 not only as the shortest route of its time from Chicago to Los Angeles, but as “America’s Main Street.” The slogan is credited to Cyrus Avery, a highway commissioner and civil servant who helped create Route 66 while serving on the federal board responsible for developing the Federal Highway System,. His work and dedication earned him the title “Father of Route 66.”
A "freedom" narrative also took shape as pop culture icons like motorcycle manufacturer Harley-Davidson aligned with the highway’s identity of open horizons, ruggedness, and the American road trip. John Steinbeck famously gave Route 66 the name “Mother Road” in "The Grapes of Wrath." For many travelers, this was simply a well-known road people used "on their way somewhere else." Over time, that sentiment changed. The road itself became the destination, drawing riders who wanted the experience and the satisfaction of saying they had ridden it.
Here, a modern brand lesson comes into view as clearly as the "liquid fire" of those neon signs. Route 66’s milestones and continued momentum show that lasting loyalty is not built through quick, one-off gimmicks. It grows through steady, connected narratives and repeated touchpoints that link physical places with digital experiences. Make your mark(er)
Content creation — or "storyscaping" as I like to call it — can turn a road trip into a trail of discoveries and shift experience-making into full gear. One way to explore that layer of the journey, before you leave or while you're on the road, is through an interactive tool I found at roadsidehistoricalmarkers.com. Travelers can search an extensive database of official markers and create virtual markers for notable places that do not yet have one. It is a highly shareable way to add context to the journey and prompt an "I had no idea" moment. Get your kicks Route 66 is like visual shorthand for adventure. While travelers eventually shifted toward faster, more efficient routes, many of the original signs still stand as reminders of America’s most celebrated trek. Some are polished and restored; others faded in all the right ways. Together, they hold the stories of passing cars, family vacations, roadside businesses, and the communities that welcomed generations of travelers. The letterforms do more than label a motel, diner, gas station, or roadside stop — they pull you in, set the mood, and invite you to linger a little longer. Route 66’s vernacular typography gives each place its own personality and adds another layer to the larger Mother Road brand story.
Mark the mileposts and kick things off in a “big” and “iconic” way; kind of like a "go big, or go home" philosophy. Begin your trip in Chicago, where Adams Street and Michigan Avenue mark the official start of Route 66. After this essential photo stop, take a quick sidestep (about a half-mile walk) to Millennium Park and one of the city’s most recognizable icons, Cloud Gate, aka “The Bean.”
And, things can get really busy with this theme. There’s said to be almost 90 communities (cities, towns, and villages) located along the various alignments in Illinois, with the official Illinois Route 66 Scenic Byway highlighting 42 core partner communities from Berwyn to Wilmington. This robust offering is not only “big” in quantity, but rich and dense in history. You just might have to circle the route a few times to take it all in. Or, you can fill your travel mug with these highlighted points-of- interest that caught my eye. Whether yours is a beginning-to-end journey or a shorter trip (like the Illinois 240-miler), you’ll feel the connection with the sites (and sights) that lie ahead.
Odell, Illinois: You can just hear the “fill ‘er up” resonating at Standard Oil Gas Station, about 80 miles southwest of Chicago. Along Route 66 lies this restored gas station complete with vintage pumps. Built in 1932, it served patrons until 1967 despite the decline and redirection of traffic by offering repairs and other services. It was granted a place in the National Register of Historic Places in 1997.
Wilmington, Illinois: Holy ginormous! A stop here puts you face-to-face with an imposing find ─ the “Gemini Giant,” a 30-foot-tall "Muffler Man" statue. Renovated in 2024 and reinstalled at South Island Park, it’s named after NASA’s second human spaceflight program. The bold figure holds a silver "rocket ship" in his hands, while sporting an astronaut's space helmet (which looks more like a welding mask). The “Muffler Man” owes its larger-than-life persona to International Fiberglass, who produced grand figures like this for auto repair shops holding giant car mufflers.
Springfield, Illinois: Retro appeal and some of the route’s best eats belong on the to-do list here. Cozy Dog Drive-In sits front and center on many roadside bucket lists. For more than 75 years, the home of the original "hot dog on a stick" has served its signature batter and Ed’s special Cozy Dog chili spice against a backdrop of retro signage and decades of roadside history.
Bloomington, Illinois: Route 66 has often been described as a living museum, and the Crusin’ with Lincoln on 66 Visitors Center at the McLean County Museum of History brings that idea to life. Its exhibits connect Abraham Lincoln’s use of rail service, which helped put the location on the map, with Greyhound bus service featured in Hollywood movies. Together, those stories reveal how transportation shaped the city and the Route 66 experience.
Downtown Edwardsville, Illinois: Fill your cup in Illinois’ third-oldest city. Begin with local history and striking architecture with special exhibits at the 1820 Col. Benjamin Stephenson House. Then, shop and window-watch along the Historic Main Street District with a charming mix of Route 66 finds. Coffee spots and chef-driven eateries serve great comfort foods, along with bakeries and brunch — have you ever tried breakfast rice? Round out your visit with craft brews at a microbrewery and taproom, then snap a memory beneath the historic Edwardsville Wildey Theatre sign.
There is something about the phrase “saving the best for last” that rings true here. There’s no better way to wrap up the final 100 miles of your southwest Illinois journey than in the Great River & Routes region. Known as the place "where the Mother Road meets the Great River Road," the region celebrates travel and adventure. From Virden, outside of Springfield, to the Old Chain of Rocks Bridge, fun, quirky stops and small-town charm come along with countless Instagrammable moments, including the World's Largest Catsup Bottle. One of my best finds is the amazing list of Route 66 “Centennial Celebrations” at riversandroutes.com that will keep you “routing” all year!
Personality type The signs across miles and eras weren’t designed for nostalgia or today’s photo stops; they were functional. The markers have since become open road cultural symbols, but the beginning was simple and standardized. They guided drivers across long stretches, through sparse towns, when directions really mattered (pre-Google Map turn-by-turn options). Reproduced in different sizes and materials, they were often painted directly onto buildings, barns or roadside posts. Installed by individual states rather than a single national policy, this lack of uniformity is said to add to the charm.
Heavily recognizable, commercial neon marquees came later, making navigation easier for long distances and at higher speeds. The National Park Service describes them as being "candy-colored beacons acting as visual language" for the road. With the neon add, “personality” came into the picture going from mostly directional to attention-grabbing. Businesses relied on these signs to pull drivers off the road and into towns, creating that visitor spend and economic lift. These emerging neon “calling cards” were not just ads, but reflections of culture, local pride, and a personality of each stop. They represented (and still do) an emotional experience, injecting economic life, a place to rest after a long day on the road, food, shelter, and human connection. Outside of Illinois, states like Arizona, New Mexico, and California continue to play a major role in keeping Route 66 signage visible for generations of road trips. Each sign adds another exciting layer to the story.
Sharable Route 66
Route 66 is a natural fit for photo-driven platforms, with no shortage of moments worth capturing. From the nostalgia, the satisfaction of marking your progress, and the thrill of unexpected roadside gems, its user-generated content (UGC) opportunities allow for a growing visual archive for travelers to share their own experience and inspiration for future stops. Every search, including for this content curation, can turn into a delightful “down the rabbit hole” moment, filled with dense details and facts, discoveries, and possibilities.
What's your iconic?
Route 66 is home to hundreds of signs with a select group becoming the “true icons” and recognized for their history, design, and presence. Representing different eras of travel, from early markers to the neon-lit, several signs along are considered legendary. Here are a few to store for future hauls:
Santa Monica, California, is the “swan song” for this ride. The endgame is where Route 66 meets the Pacific Coast Highway (State Route 1) and the old U.S. Highway 101 (at the Santa Monica Pier), marking the triumphant finish line of the 2,400+-mile journey.
There’s Joseph City, Arizona, with Jack Rabbit Trading Post and the "Here It Is" sign. The giant black jackrabbit silhouette and famous text have defined and signaled this quirky rest stop since 1949.
Shamrock, Texas, keeps the theme of “everything is bigger in Texas” going strong with the Tower Station and U-Drop Inn. This stunning Art Deco tower and neon sign combo from 1936 inspired Ramone's House of Body Art in Disney’s/PIXAR "Cars." This first commercial business on then newly designed Route 66 is one of the most creative on the road and features a visitors center.
Part of the National Trails Highway of Route 66, Roy’s Motel and Café Sign (Amboy, California) is a historic 24-hour gas station, gift shop, and famous tourist attraction, thanks to its 1950s Googie-style neon sign that can be seen for miles. Often the setting for Hollywood movies, you can see this icon in notables such as the American horror thriller, "Thе Hitcher" and "Kalifornia" with Brad Pitt.
Hit the road, Jack
I’m not "Jack," but Ray Charles’ classic has me ready to hit the open road. As a communications and creative lead, travel fan, and roadside-attraction aficionado, I see Route 66 as more than a nostalgic trip lined with photo-worthy stops; it is a masterclass in how stories travel. Across Illinois and beyond, its markers, neon signs, roadside giants, diners, museums, and local legends show how visual identity, place branding, content, and community memory work together to turn asphalt into meaning. Every shield, slogan, sign, and shared photo adds another touchpoint to a brand story that has lasted nearly a century because people keep experiencing it and passing it along. Whether you drive the full 2,448 miles or begin with a shorter Illinois stretch, Route 66 reminds us that the strongest communications do more than point the way; they connect people to where they have been, where they are going, and the stories worth carrying to the next stop.
