“Here It Is” is the slogan painted on signs for the Jack Rabbit Trading Post along historic Route 66.
The trading post is near Joseph City in Arizona, east of Winslow. Its signs became famous for their bold yellow-and-black design and for appearing beside the road long before travelers reached the business. The slogan was deliberately brief, highly visible, and easy to remember.
Jack Rabbit merchandise, roadside displays, and large rabbit imagery turned the location into a recognizable Route 66 stop. Its advertising style represents the era when independent businesses used oversized signs and unusual attractions to compete for motorists’ attention.
The slogan is sometimes misremembered as the name of the attraction itself. “Jack Rabbit Trading Post” is the business; “Here It Is” is the associated advertising phrase. The site remains part of Arizona’s preserved Route 66 tourism landscape.