The Public Rejected This License Plate Design, But Oklahoma Officials Approved It | Carscoops

      Despite a focus group strongly favoring an alternative design, officials moved forward with their choice.

      Oklahoma introduced its new standard license plates last year, featuring a star and a vivid red background.

      Recently obtained documents from the design phase reveal that officials disregarded public sentiment. However, some elements favored by the public were included in the final design.

      It may be easy to overlook the significance of a license plate design, as individuals often have other options if they desire something different. However, this case is unique due to how the design was developed. During the past two years, as Oklahoma planned its new standard design, it solicited public feedback but ultimately chose a different route.

      On September 1, 2024, Oklahoma started issuing the new plate design, described by the government as 'iconic.' Those interested in the plate must pay an additional $4 during annual registration, or $9 for expedited processing. Many wonder how many residents opted to spend that extra money, as data suggests the majority oppose it.

      OKCFox conducted an Open Records Request and found that by May 2023, the state had favored another design. Named “The Guardian,” after the three-ton statue atop the Oklahoma Capitol, this design featured the statue and various state-themed imagery. The Lt. Governor confirmed via email that this would be the design they would pursue.

      Public Opinion, Private Decision

      However, just months later, Governor Stitt seemingly chose to pursue a different design. He advocated for a swift release timeline, while the Tourism and Recreation Department held a focus group. Among a diverse group of Oklahomans, only two favored the red plate with a white star, whereas nearly half preferred the Guardian plate.

      The dark red plate faced significant criticism online. According to the Fox affiliate, one person labeled it “the ugliest plate I’ve ever seen,” while another remarked, “Looks Soviet,” and yet another questioned, “Who is designing these plates, and what made them think this looked good?”

      Regardless, Oklahoma proceeded with the release of the current plate design. When a news station inquired why the red plate was selected over the more popular Guardian design, Governor Stitt's office replied:

      “There is no law stating that focus group results dictate the state's license plate design. If you dislike it, there are over 100 different designs to explore. The Governor, Lt. Governor, Department of Tourism, and Department of Commerce collaborated to determine the license plate design, and any focus group recommendations were considered in the decision-making process.”

      In summary, while feedback was appreciated, the decision had already been finalized.

      On a positive note, some elements from the plates favored by Oklahomans made it into the final design, blending features from the Guardian plate with those of the bright red option. The new design includes buffalo, the Skydance bridge, a Route 66 sign, and more. In essence, it could have been worse. Just imagine.