- Oklahoma released new standard plates last year with a star and a bright red background.
- Newly obtained documents from the design phase prove that officials ignored public opinion.
- Some of the elements from the plate that the public did prefer made it onto the final design.
It might be easy to dismiss the importance of a license plate design. After all, those who want something different almost always have other options. Things are a little different in this story because of how one design came about. When Oklahoma was working on its latest standard design over the last two years, it asked the public what it thought. Then it largely brushed that aside and went in a different direction.
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On September 1, 2024, Oklahoma began issuing the latest plate design. The government called it ‘iconic’ and said that those who wanted it would have to pay an extra $4 during their annual registration or $9 to get it sooner. We wonder how many residents have spent that extra cash because data proves most don’t want it.
OKCFox did a little digging through an Open Records Request and reports that as of May 2023, the state had decided on a different design. Dubbed “The Guardian,” after a three-ton statue that sits atop the Oklahoma Capitol building, the plate depicted the statue itself along with various Oklahoma-themed imagery. The Lt. Governor had an email sent to confirm that it was the design they would move forward with.
Public Opinion, Private Decision
Then, just a few months later, Governor Stitt seemingly decided on his own that he wanted a different plate instead. While he pushed for a rapid release timeline, the Tourism and Recreation Department conducted a focus group. Among dozens of Oklahomans from across the state, just two voted for a red plate with a white star. Almost half voted for the Guardian plate.
The dark red plate quickly attracted online criticism. According to the Fox affiliate, one person called it “the ugliest plate I’ve ever seen.” Another chimed in with “Looks Soviet,” while a third asked, “Who is designing these plates, and what made them think this looked good?”
Despite that, Oklahoma went ahead with its plan to release the plate it has now. When the news station asked why the red plate was chosen over the more popular Guardian design, Governor Stitt’s office responded:
“There is no law that says that the results of a focus group dictates (sic) the license plate for the state. If it doesn’t suit your fancy, there are over 100 different other designs to check out. The Governor, Lt. Governor, Department of Tourism and Department of Commerce worked together to decide on a license plate design. Any recommendation from a focus group would aid in informing that decision.”
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So, in short, thanks for the feedback, but the decision had already been made.
At least the good news is that some of the iconography from the plates Oklahomans did like made it into the final design. It somewhat combines the bottom design elements from the Guardian plate with those of the bright red one. You’ll see buffalo, the Skydance bridge, a Route 66 sign, and more. In other words, it could’ve been worse. Imagine that.
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