<strong>The Palace Shoe Service, Rockford, Illinois: </strong>Debra Jane Seltzer is the author of new book "Vintage Signs of America" -- a guide to the neon and plastic signs lining the highways of the USA. This Illinois sign was built in 1950, the cobbler on the right is modeled after the then-owner John Antunicci.
The Palace Shoe Service, Rockford, Illinois: Debra Jane Seltzer is the author of new book "Vintage Signs of America" -- a guide to the neon and plastic signs lining the highways of the USA. This Illinois sign was built in 1950, the cobbler on the right is modeled after the then-owner John Antunicci.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Knapp Motel, Elko, Nevada:</strong> Seltzer has spent years documenting the signs and researching their history. "They are unique and fun -- part of an era that needs to be preserved on our streets," she tells CNN Travel. This motel sign advertises lodgings set back from the road in Nevada.
Knapp Motel, Elko, Nevada: Seltzer has spent years documenting the signs and researching their history. "They are unique and fun -- part of an era that needs to be preserved on our streets," she tells CNN Travel. This motel sign advertises lodgings set back from the road in Nevada.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Pete's Kitchen, Denver, Colorado</strong>: Seltzer's vast online collection is the focus of the new book. "I think it's a great introduction and I try to squeeze in information," she says. This Pete's Kitchen sign dates from the 1950s -- but the restaurant has gone by many names since it first opened in 1936.
Pete's Kitchen, Denver, Colorado: Seltzer's vast online collection is the focus of the new book. "I think it's a great introduction and I try to squeeze in information," she says. This Pete's Kitchen sign dates from the 1950s -- but the restaurant has gone by many names since it first opened in 1936.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>McDonald's, Downey, California: </strong>Mid-20th century road signs are a uniquely American phenomenon. "America was developing like crazy in the 50s and that's kind of when neon signs were just everywhere," says Seltzer. "If you had a business you had to have a neon sign, period." This McDonald's is the oldest operating outpost of the chain, featuring the original branding.
McDonald's, Downey, California: Mid-20th century road signs are a uniquely American phenomenon. "America was developing like crazy in the 50s and that's kind of when neon signs were just everywhere," says Seltzer. "If you had a business you had to have a neon sign, period." This McDonald's is the oldest operating outpost of the chain, featuring the original branding.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Elephant Car Wash chain, Seattle, Washington</strong>: The development of road-sign culture went hand-in-hand with the development of the American highway. "When you think about distances, it's a huge country," says Seltzer. This eye-catching sign dates back from the 1950s. Seltzer say it's the biggest and most elaborate sign left in the USA.
The Elephant Car Wash chain, Seattle, Washington: The development of road-sign culture went hand-in-hand with the development of the American highway. "When you think about distances, it's a huge country," says Seltzer. This eye-catching sign dates back from the 1950s. Seltzer say it's the biggest and most elaborate sign left in the USA.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Dairy Queen in Grafton, West Virginia</strong>: "The American highway development and car culture -- all of that contributed to the quality of the signs," says Seltzer. This Dairy Queen sign was built in 1957. Seltzer says the company's executives would prefer that the sign be taken down -- it does not fit with current branding.
The Dairy Queen in Grafton, West Virginia: "The American highway development and car culture -- all of that contributed to the quality of the signs," says Seltzer. This Dairy Queen sign was built in 1957. Seltzer says the company's executives would prefer that the sign be taken down -- it does not fit with current branding.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Branding Iron restaurant, Merced, California</strong>: Seltzer is on a quest to photograph all the signs in the USA. "I'm constantly researching, finding out about new things," she says. This animated sign was designated a historical landmark by the city of Merced in 1988.
Branding Iron restaurant, Merced, California: Seltzer is on a quest to photograph all the signs in the USA. "I'm constantly researching, finding out about new things," she says. This animated sign was designated a historical landmark by the city of Merced in 1988.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Wendover Will Sign, Wendover, Nevada</strong>: "On average I probably hit about 100 places a day," says Seltzer. "Sometimes more if it's a dense city, sometimes less if there's lots of highway and miles between stuff." This sign was built for the Nevada's Stateline Hotel and Casino, originally both of the cowboys' arms moved up and down.
Wendover Will Sign, Wendover, Nevada: "On average I probably hit about 100 places a day," says Seltzer. "Sometimes more if it's a dense city, sometimes less if there's lots of highway and miles between stuff." This sign was built for the Nevada's Stateline Hotel and Casino, originally both of the cowboys' arms moved up and down.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Pueblo Hotel & Apartments sign, Tucsan, Arizona</strong>: "I don't use [photograph] filters. I don't do anything like that. I want to make the most important thing the sign," says Seltzer. This striking image portrays a sign that was restored by law firm Piccaretta Davis when they bought the former hotel building in 1991.
The Pueblo Hotel & Apartments sign, Tucsan, Arizona: "I don't use [photograph] filters. I don't do anything like that. I want to make the most important thing the sign," says Seltzer. This striking image portrays a sign that was restored by law firm Piccaretta Davis when they bought the former hotel building in 1991.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>La Fiesta Nightclub in Fresno, California</strong>: When Seltzer began documenting the vintage signs, she realized others shared her passion. "There are a lot more people who take pictures of signs -- and are interested in signs -- than there are buildings," she says. This dance club signs dates from the 1940s -- but the neon has not operated for decades.
La Fiesta Nightclub in Fresno, California: When Seltzer began documenting the vintage signs, she realized others shared her passion. "There are a lot more people who take pictures of signs -- and are interested in signs -- than there are buildings," she says. This dance club signs dates from the 1940s -- but the neon has not operated for decades.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Carousel Skate, Sioux Falls, South Dakota: </strong>Seltzer researches the signs carefully. "I read everything I possibly can [...] sometimes it's nothing but dead ends," she says. "I just call everybody and try to leave no stone unturned." Seltzer also photographs the groovy signs of the 1970s -- <strong> </strong>such as this Dakota skate rink.
Carousel Skate, Sioux Falls, South Dakota: Seltzer researches the signs carefully. "I read everything I possibly can [...] sometimes it's nothing but dead ends," she says. "I just call everybody and try to leave no stone unturned." Seltzer also photographs the groovy signs of the 1970s -- such as this Dakota skate rink.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Hotel Jayhawk, Topea, Kansas: </strong>"The original owner might have changed hands 10 times. The libraries may not have kept any records," explains Seltzer. Thanks to her research, Seltzer discovered that this Kansas sign didn't originally feature a jayhawk -- the hotel was renamed in 1980s and the bird was added then.
Hotel Jayhawk, Topea, Kansas: "The original owner might have changed hands 10 times. The libraries may not have kept any records," explains Seltzer. Thanks to her research, Seltzer discovered that this Kansas sign didn't originally feature a jayhawk -- the hotel was renamed in 1980s and the bird was added then.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Schmidt's Super Market, Okemos, Michigan</strong>: Other signs have also changed over the years. This sign was originally created for a 1950s grocery store. When the shop became a Barnes and Noble in the 1980s, the sign was repainted with books in the basket. Now it's a shoe store, but the cart still holds books.
The Schmidt's Super Market, Okemos, Michigan: Other signs have also changed over the years. This sign was originally created for a 1950s grocery store. When the shop became a Barnes and Noble in the 1980s, the sign was repainted with books in the basket. Now it's a shoe store, but the cart still holds books.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Greyhound bus station, Pocatello, Idaho:</strong> Seltzer also advocates the protection of original signs, which are dwindling in numbers. "They're all so vulnerable out there to the elements," she says. This 1946 Greyhound sign may have been one of a kind. In 2015 it was restored with funds from the Relight the Night organization in Pocatello.
The Greyhound bus station, Pocatello, Idaho: Seltzer also advocates the protection of original signs, which are dwindling in numbers. "They're all so vulnerable out there to the elements," she says. This 1946 Greyhound sign may have been one of a kind. In 2015 it was restored with funds from the Relight the Night organization in Pocatello.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Striper Cafe sign in Rio Vista, California</strong>: It's important that fans of road signs make their voices heard, says Seltzer. "Tell a business owner how much you love their sign and they might find more value in it," she says. This 1950s sign was restored by an anonymous donor in 2015. The cafe no longer serves alcohol but the martini glass was left intact.
The Striper Cafe sign in Rio Vista, California: It's important that fans of road signs make their voices heard, says Seltzer. "Tell a business owner how much you love their sign and they might find more value in it," she says. This 1950s sign was restored by an anonymous donor in 2015. The cafe no longer serves alcohol but the martini glass was left intact.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>The Sheridan Lanes sign in Tulsa, Oklahoma: </strong>"When [the owners] talk about how they are thinking about getting it repainted, you tell them, 'no - don't, don't cheese it up. It's historic the way it is,'" says Seltzer. Case in point: this Claude Neon-built sign dates back to the 1950s. In 1998, the bowling alley was purchased by the AMF chain and the sign was taken down. After pressure from the community, the sign was reinstalled.
The Sheridan Lanes sign in Tulsa, Oklahoma: "When [the owners] talk about how they are thinking about getting it repainted, you tell them, 'no - don't, don't cheese it up. It's historic the way it is,'" says Seltzer. Case in point: this Claude Neon-built sign dates back to the 1950s. In 1998, the bowling alley was purchased by the AMF chain and the sign was taken down. After pressure from the community, the sign was reinstalled.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Winchester Drive-In, Oklahoma City, Oklahoma</strong>: Seltzer wants the signs to stay in their original context. "Most preservationists would like them to either stay right where they were originally installed," she says. This sign at Winchester Drive In Theatre in Oklahoma opened in 1968 -- the paint and neon color is original.
Winchester Drive-In, Oklahoma City, Oklahoma: Seltzer wants the signs to stay in their original context. "Most preservationists would like them to either stay right where they were originally installed," she says. This sign at Winchester Drive In Theatre in Oklahoma opened in 1968 -- the paint and neon color is original.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>K's Coin Laundry sign, Yakima, Washington: </strong>If they can't stay in their original spot -- Seltzer says there are other solutions. "Certain cities are having little sign parks built," she says. "If a sign needs to be moved - where can it go, but still be outside for people to see it as a night tourist attraction?"
K's Coin Laundry sign, Yakima, Washington: If they can't stay in their original spot -- Seltzer says there are other solutions. "Certain cities are having little sign parks built," she says. "If a sign needs to be moved - where can it go, but still be outside for people to see it as a night tourist attraction?"
Courtesy Debra Jane Seltzer/Amberley Books
<strong>M&T Donuts, Compton, CA</strong>: If the sign has to be altered, it should be subtle, argues Seltzer. "If they're just going to alter some tiny little corner on the sign and throw their name on it, and it doesn't destroy the original aesthetic of it -- fine," she says. This sign, built in 1959 for Norman's Donuts, changed to M&T in 1978 when the owners changed.
M&T Donuts, Compton, CA: If the sign has to be altered, it should be subtle, argues Seltzer. "If they're just going to alter some tiny little corner on the sign and throw their name on it, and it doesn't destroy the original aesthetic of it -- fine," she says. This sign, built in 1959 for Norman's Donuts, changed to M&T in 1978 when the owners changed.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Skateland, Bakersfield, California</strong>: Seltzer encourages others to follow in her footsteps to admire America's signs. "Some people just like driving around and discovering stuff," says Seltzer.
Skateland, Bakersfield, California: Seltzer encourages others to follow in her footsteps to admire America's signs. "Some people just like driving around and discovering stuff," says Seltzer.
Courtesy Debra Jane Seltzer/Amberley Books
<strong>Giles & Ransome, Bensalem, Pennsylvania:</strong> "When you're trying to document as much as possible before it's gone, I think you take a different approach," she says. "But for some people it's just the joy of bumping into things."
Giles & Ransome, Bensalem, Pennsylvania: "When you're trying to document as much as possible before it's gone, I think you take a different approach," she says. "But for some people it's just the joy of bumping into things."
Courtesy Debra Jane Seltzer/Amberley Books
America's vintage road signs: neon blasts from the past
CNN  — 

Road tripping along America’s highways is an iconic aspect of US pop culture – from Jack Kerouac’s novel “On the Road” to the road movie “Little Miss Sunshine.”

The trend traces back to the 1950s when these then-new roads became the veins of the United States. Before long, roadside diners and businesses cropped up en route, complete with eye-catching neon signs to lure travelers.

Fast forward 60 years and the businesses may be gone, but many of these distinctive signs remain today – some are revered as unique pieces of art, but many are under constant threat of destruction.

Road-sign enthusiast Debra Jane Seltzer has been photographing America’s vintage signs for more than 15 years.

Now her collection is the focus of Amberley Publishing’s new book “Vintage Signs of America.”

“They are unique and fun – part of an era that needs to be preserved on our streets,” she tells CNN Travel.

GALLERY: See Seltzer’s photos of vintage signs

Car culture

This striking sign was restored by law firm Piccaretta Davis when they bought the former hotel building in 1991.
This striking sign was restored by law firm Piccaretta Davis when they bought the former hotel building in 1991.
Courtesy Debra Jane Seltzer/Amberley Books

These mid-20th century road signs are a nostalgic slice of old-school Americana, according to Seltzer.

“America was developing like crazy in the ’50s and that’s kind of when neon signs were just everywhere,” she says. “If you had a business you had to have a neon sign, period.”

With their primary colors, flashing lights and moving figures, the signs were designed to attract the growing number of drive-through customers.

“The American highway development and car culture – all of that contributed to the quality of the signs,” says Seltzer.

MORE: Rest stop photos – nostalgic era of the American road trip

Art Deco passion

This Elephant Car Wash sign is in Seattle, Washington -- Seltzer says its the biggest and most elaborate sign left in the US.
This Elephant Car Wash sign is in Seattle, Washington -- Seltzer says its the biggest and most elaborate sign left in the US.
Courtesy Debra Jane Seltzer/Amberley Books

Seltzer dates her own fascination with vintage signs back to when she first learned to drive aged 16.

“My interest in buildings came first,” she says. “As soon as I could drive I was taking pictures of buildings – my first passion was Art Deco.”

Later, in 2000, Seltzer started driving out-of-state to compete in shows with one of her dogs. She took advantage of the time spent on the road to explore the roadside architecture.

Seltzer was struck by the dazzling array of signs she encountered. A keen photographer, she began capturing her favorites and filing them on her website – RoadsideArchitecture.com

The signs sometimes advertise motels situated off-road -- like this sign in Elko, Nevada.
The signs sometimes advertise motels situated off-road -- like this sign in Elko, Nevada.
Courtesy Debra Jane Seltzer/Amberley Books

The Internet was in still in its infancy – in this pre-social media age, Seltzer’s online presence was for her – not an audience.

“At that point I don’t think there was Google – or at least I didn’t know about Google or Yahoo search,” she says.

As things developed, she realized the website was getting noticed. Fans started emailing her.

“So I started organizing things better and taking better pictures,” Seltzer says. “It’s a little ridiculous how big it is now – it’s like encyclopedia.”

Categorizing signs by type and era, Seltzer is now on a quest to photograph them all.

“I’m constantly researching, finding out about new things,” she says. “It’s become one of my passions to make sure that we document the history of our signs.”

MORE: The world’s top 10 road trips

On the road

This Dairy Queen in Grafton, West Virginia is the only branch that still features this original branding.
This Dairy Queen in Grafton, West Virginia is the only branch that still features this original branding.
Courtesy Debra Jane Seltzer/Amberley Books

When Seltzer gets behind the wheel, she’s already planned exactly what she wants to photograph that day.

“On average I probably hit about 100 places a day,” she says. “Sometimes more if it’s a dense city, sometimes less if there’s lots of highway and miles between stuff.”

When Seltzer pauses to photograph a sign, she lets the structure’s artistry do the talking.

“I’ll do a full-sized shot and a close up,” she says. “You can see from my photos that I’m like a cropper. I don’t care about context. I just want to have the most detail possible.”

Seltzer eschews filters and photoshopping.

“I don’t do anything like that,” she says. “I want to make the most important thing the sign.”

The photographs go hand-in-hand with the research, which Seltzer takes equally seriously.

“I read everything I possibly can […] sometimes it’s nothing but dead ends,” she says. “I just call everybody and try to leave no stone unturned.”

MORE: Weird and wacky hotels across America

Preserving the past

This iconic M&T Donuts in Compton, California is one of many vintage signs regularly exposed to the elements.
This iconic M&T Donuts in Compton, California is one of many vintage signs regularly exposed to the elements.
Courtesy Debra Jane Seltzer/Amberley Books

A big part of Seltzer’s work is advocating the protection of original signs, which are dwindling in number.

“They’re all so vulnerable out there to the elements,” she says.

Since the book went to print, one of Seltzer’s favorite signs – at the Corral restaurant in Victoria, Texas – fell victim to Hurricane Harvey.

“It’s now a crumpled wreck,” she sighs. “It’s devastating.”

If it’s not rogue weather that finishes off the sign, it’s the whims of a new owner.

“Any of these beautiful signs that maybe you want to go take pictures of when you’re traveling could disappear at any moment.” says Seltzer.

One way to help, she says, is to make your voice heard. If you admire a sign, let the business owner know.

Oklahoma's Sheridan Lanes sign was dismantled and then reinstated following outcry.
Oklahoma's Sheridan Lanes sign was dismantled and then reinstated following outcry.
Courtesy Debra Jane Seltzer/Amberley Books

“When they talk about how they are thinking about getting it repainted, you tell them, ‘No - don’t, don’t cheese it up. It’s historic the way it is,’” she says.

There are several examples in Seltzer’s book of signs that have disappeared, only to be reinstated following local outcry. Case in point: the Sheridan Lanes sign in Tulsa, Oklahoma, which dates back to the 1950s.

In 1998, the bowling alley was purchased by the AMF chain and the sign was taken down. But after pressure from the community, the sign was reinstalled.

If a sign can’t stay in its original spot, there are other solutions, says Seltzer.

“Certain cities are having little sign parks built,” she says. “If a sign needs to be moved - where can it go, but still be outside for people to see it as a night tourist attraction?”

MORE: Vintage air travel – photos from golden age of flying

Roadside history

Vintage signs, including this one for Skateland in Bakersfield, California -- offer a slice of nostalgia.
Vintage signs, including this one for Skateland in Bakersfield, California -- offer a slice of nostalgia.
Courtesy Debra Jane Seltzer/Amberley Books

Ultimately, the appeal of these vintage signs lies in their nostalgia.

“It’s a tourist attraction and a part of people’s history when they come back home,” says Seltzer.

The photographer encourages others to follow in her footsteps – alongside her website, she hosts a blog with detailed roadtrip tips – covering everything from the best motels to how to travel with dogs.

Seltzer plans her trips, but she also extols the pleasures of discovering a great sign unexpectedly.

“When you’re trying to document as much as possible before it’s gone, I think you take a different approach,” she says. “But for some people it’s just the joy of bumping into things.”