99% Invisible – “Artistic License Redux”

Host: Roman Mars
Episode Date: February 10, 2026

Overview

This episode of 99% Invisible explores the surprising history, cultural symbolism, and legal battles centered on America’s license plates—how an ordinary piece of metal became a site for creativity, identity, and even Supreme Court drama. The journey begins in 1928 Idaho with the world’s first “advertising” plate and weaves through clashes over state mottos and the First Amendment, to the sometimes comical, sometimes contentious, world of specialty and collectible plates.

Key Discussion Points

1. The Birth of Artistic License Plates (00:26–04:16)

• Idaho’s 1928 Design Experiment:
  Idaho introduces a license plate featuring a giant potato and the slogan “Idaho Potatoes”—the nation’s first attempt to use the plate as an ad space.
• Tourists and the Potato Plate Craze:
  Idaho plates become sought-after souvenirs, leading to rampant plate theft by tourists.
• Purpose-driven Design:
  The episode sets up the idea that a half-square-foot of metal can be a mighty medium for identity and controversy.

Notable Quotes:

• “Idaho’s license plates were being snatched up like plush hotel bathrobes.” —Roman Mars (01:45)
• “The 1928 plate is often said to be the very first advertising license plate in the country, the very first one that tried to advertise a product.” —Narrator/Host (02:38)

2. Plates as State Billboards (04:16–07:53)

• Tourism and the Rise of Slogans:
  As road trips boomed, states competed for traveler attention by emblazoning plates with state nicknames and natural wonders.
• Plate Evolution:
  Arizona declares its status as the Grand Canyon State; Minnesota, the Land of 10,000 Lakes; New Mexico briefly calls itself the Sunshine State before ceding to Florida.
• Marketing on Wheels:
  License plates become “miniature little ads that are driving all over the state.” —Christine Byron (06:49)

Notable Quotes:

• “You could even think of them as, you know, miniature little ads that are driving all over the state and all over the country, hopefully.” —Christine Byron (06:49)

3. Controversy and Pushback (07:53–09:42)

• Not Everyone Loved the Potato:
  Idahoans, particularly in the north, objected to being defined by potatoes. Editorials called the plate an embarrassment.
• Other Fiascoes:
  Florida drops a grapefruit design because it resembled a bomb, Massachusetts fishermen blame low catches on a poorly positioned codfish graphic.

Notable Quotes:

• “People detested those license plates.” —Narrator/Host (08:30)
• “Why bring that up?” —Headline cited by Daniel Ackerman (08:47)

4. License Plates as a First Amendment Battleground (09:42–16:23)

• The New Hampshire “Live Free or Die” Case:
  Governor Meldrum Thompson mandates the state’s defiant motto on all plates, sparking a fight when Jehovah’s Witness George Maynard finds it offensive to his beliefs.
• Maynard’s Red Tape Protest:
  Maynard covers the motto, racks up tickets, and spends time in jail, before the ACLU takes his case to the Supreme Court.
• Supreme Court Ruling:
  The court rules (6–3) that individuals cannot be compelled to display ideological messages on their cars—establishing “compelled speech” doctrine.

Notable Quotes:

• “And so if you don't want to live free or die, you go to jail. In New Hampshire.” —George Maynard (13:36)
• “The First Amendment protects both your right to speak... but also your right not to speak.” —Caroline Mala Corbin, First Amendment scholar (16:26)

Key Timestamps:

• Introduction of “Live Free or Die” motto: 10:30–11:13
• Maynard jail story and legal fallout: 13:15–14:26
• Maynard’s Supreme Court argument: 14:54–15:14

5. Specialty Plates, Free Speech, and New Legal Challenges (17:32–22:51)

• Rise of Specialty Plates:
  States collaborate with nonprofits to offer plates supporting various causes—“Save the Manatee,” for example.
• The Confederate Flag Plate Debate:
  Sons of Confederate Veterans attempt to secure a Texas specialty plate with the Confederate battle flag. After public outcry, Texas denies it, leading to another Supreme Court battle.
• Supreme Court Decision:
  The ruling: Specialty license plates are “government speech;” thus, Texas can refuse the flag design.

Notable Quotes:

• “There was a time that I could not even come on the grounds of the Capitol because I was black... and it's very difficult to be able to see these symbols because they bring back memories. And to me, it's like sticking poop in the face of black people every day to see them.” —Rep. Senfronia Thompson (19:40)
• “No one has a right to go through life to be unoffended.” —Jerry Patterson (20:18)
• “The court in effect, gave them permission to tape over the offensive words.” —Caroline Mala Corbin (16:18)

Key Timestamps:

• Texas DMV meeting on the Confederate flag: 18:43–20:57
• Supreme Court ruling in Walker v. Texas: 22:05–22:51

6. The License Plate as Cultural Battleground (22:54–24:44)

• Ongoing Tensions:
  The Maynard and Texas decisions set boundaries but don’t resolve the dilemmas—states still battle over symbolism.
• Current Realities:
  Some Southern states still offer plates with the Confederate flag; activism to remove them continues.
• Idaho’s Lingering Potato:
  The “Famous Potatoes” motto remains, though some residents remain weary.

Notable Quotes:

• “It's as if a license plate is a kind of bullhorn, only instead of taking turns speaking, you have both the government and private individuals shouting into the bullhorn. The problem is, they're both speaking.” —Caroline Mala Corbin (23:20)
• “I'm just tired of it.” —Rick Just on Idaho’s Potato motto (24:36)

7. The Subculture of License Plate Collectors (27:15–35:25)

• Collectors Preserve Plate History:
  Daniel Ackerman profiles Stuart Berg, a passionate collector whose stash once exceeded 100,000 plates.
• Tales of Rare and Beautiful Plates:
  Highlights include early 1900s porcelain plates and Massachusetts’ fifth registered plate (“License plate number five, as in, it was Massachusetts, fifth state license plate.” – Daniel Ackerman, 30:29).
• Design Evolution:
  Early plates were luxurious—made of porcelain, low-numbered, and status symbols. Mass production and innovative new graphics took over as cars became accessible to all.
• Modern Plates:
  Illinois’ latest plate crams in so many state icons and colors it sparks collector debate over “busy” vs. “classic” design.

Notable Quotes:

• “I wanted every year that if somebody said, hey, I need a three digit plate for my Buick from 1931. Can you get me one? And I'd have it.” —Stuart Berg (28:49)
• “This is not the whole state boiled down into one thing. This is the whole state boiled down into way too many things to put on a license plate.” —Roman Mars on Illinois plate (33:34)

Memorable Moments & Quotes (with Timestamps)

• Potato Plate Outrage:
  “People detested those license plates.” —Narrator/Host (08:30)
• Maynard’s Protest:
  “So then one day I decided, you know, if it's offensive, why should be forced to support something that's offensive? So I covered her up with red tape.” —George Maynard (12:40)
• Senfronia Thompson’s Testimony:
  “And to me, it's like sticking poop in the face of black people every day to see them. That's how repulsive it is.” —Rep. Senfronia Thompson (19:40)
• License Plate as Bullhorn:
  “It's as if a license plate is a kind of bullhorn... The problem is, they're both speaking.” —Caroline Mala Corbin (23:20)
• Collector’s Joy:
  “More graphics just means more plates. It means more joy for Stuart.” —Roman Mars (34:43)

Segment Timestamps (Selected)

• [00:26] Introduction of the potatoes plate
• [09:42] Introduction of Meldrum Thompson and New Hampshire’s slogan
• [13:36] Maynard jailed for covering his plate
• [15:14] Supreme Court hearing on compelled speech
• [18:43] Texas DMV Confederate flag controversy
• [22:05] Supreme Court rules on government speech in specialty plates
• [27:15] Beginning of license plate collector interview
• [30:29] Massachusetts license plate number 5 story
• [33:02] Discussion of “busy” modern design (Illinois plate)

Tone and Style

The episode is marked by Roman Mars’ signature blend of wry humor, deep curiosity, and respect for both the earnest and absurd elements of design history. Guests’ voices bring in regional flavor, first-person stakes, and moments of poignancy and levity.

Summary Takeaway

“Artistic License Redux” reveals how something as ordinary as a license plate encapsulates American values, identity, and dissent. From proud potatoes to battles over mottos and flags, these small metal canvases drive debates about free speech, cultural pride, and the very notion of what it means to belong to a state—and a nation.