Artistic License Redux - 99% Invisible Recap

Podcast: 99% Invisible

Published: 2026-02-10

Duration: 34 min

Summary

This episode explores the origins of advertising on license plates, particularly focusing on Idaho's 1928 potato-themed plates, and the ensuing controversies they sparked. It highlights how this innovation led to a broader trend that shaped state identity and tourism marketing, with both positive and negative consequences.

What Happened

In 1928, Idaho introduced a unique license plate design featuring a giant potato, marking the first instance of advertising on license plates in the U.S. This creative move aimed to promote Idaho's identity as a potato-producing state, but it quickly became a source of controversy. Many Idaho residents resented the association with potatoes, especially those from northern regions where the crop was not grown. Editorials criticized the plates, calling them an embarrassment, leading the state to revert to standard numerical plates just a year later.

The episode dives into how Idaho's potato plate set off a trend among other states to adopt slogans and imagery on their license plates as a means of attracting tourists. With states like Arizona and Minnesota following suit, the practice transformed license plates from mere identification tools into colorful representations of state pride and tourism. However, this small canvas became a battleground for differing opinions about what should be represented, leading to various legislative disputes and even lawsuits over the years.

Key Insights

• Idaho's potato license plate was the first advertising plate in the U.S.
• License plates became tools for state branding and tourism marketing.
• Public opinion can significantly influence state decisions on license plate designs.
• The debate over license plate content reflects broader societal values and identity.

Key Questions Answered

What sparked the trend of advertising on license plates?

The trend began with Idaho's introduction of the potato-themed license plate in 1928, which was intended to promote the state's agricultural identity. This innovative approach was a response to the growing need for states to attract tourists during a time when automobile travel was becoming increasingly popular.

How did residents react to Idaho's potato license plates?

Many Idahoans felt embarrassed by the potato plates, particularly those from northern Idaho where potatoes were not commonly grown. Editorials in local newspapers echoed this sentiment, leading to significant backlash against the plates, which were seen as a misrepresentation of the state's identity.

What impact did Idaho's potato plate have on other states?

Idaho's potato plate inspired other states to adopt similar advertising strategies, leading to a wave of colorful, slogan-bearing plates that represented state pride and tourism. By the mid-20th century, states like Arizona and Minnesota began using their license plates to promote key attractions and identities.

What are some examples of other states' license plate slogans?

Following Idaho's lead, states began featuring slogans on their plates, such as 'Grand Canyon State' for Arizona and 'Land of 10,000 Lakes' for Minnesota. This trend reflected a broader strategy of using license plates as a means of marketing state tourism and branding.

What controversies arose from license plate designs?

The push for creative license plate designs led to numerous controversies, including debates over which images and slogans should be allowed. Some designs faced public backlash, prompting states to reconsider or change their plates entirely, as seen in Idaho's quick reversion to standard designs after the potato plate debacle.