For more than 75 years, the main auto route from Salt Lake City to California has followed the Humboldt River across northern Nevada through Wells, Elko, Battle Mountain, Winnemucca and Lovelock to Reno.
Originally known as the Victory Highway, the route became U.S. 40 in 1926. Interstate 80 was built over the long, empty stretches between towns, leaving old 40 as the Business Route through town.
This gallery contains 50 photographs of motel, restaurant and gas station signs along the way. It's organized from west to east because that's the way I always seem to be driving this route.
If you like this gallery, be sure to check out The Signs of 66, too.