Gone, after just three-and-a-half years, is the “Beautiful Ohio” plate, a bucolic affair that managed to combine green rolling hills, a red barn, a city skyline, trees, a yellow sunburst, the Wright Brothers’ plane and the year of statehood. The Automobile License Plate Collectors Association gave it second place in its Best New License Plate contest in 2009.
The new standard-issue plate, which went on sale April 15, is called “Ohio Pride” (no, not that pride). The word Ohio appears on a wide, red isosceles triangle bleeding from the top of the plate. And behind the plate number is a background of 46 slogans, identifiers and products “describing what makes Ohio a great state.” Such as: “State of Perfect Balance,” “The Heart of it All,” “Newark Earthworks,” “Serpent Mound,” “Polymer Capital of the World,” “Steel City” and “Walleye.” It is devoid of images.
Pity the passing driver who tries to make out any of the 46 words and phrases. Because they are jammed together in light gray lettering, they blur into a hazy backdrop. Don’t take CityBeat’s word for it. Pull up behind a car with one of the new plates. Maybe you’ll be able to make out two of the larger-print items, “Birthplace of Aviation” and “DiscoverOhio.com.”
The cacophony of slogans and products gives the new Ohio plate an edge over the regular plates of many states, said Greg Gibson, president of the ALPCA.
Ohio Bureau of Motor Vehicles spokesman Dustyn Fox said no one in the Kasich administration objected to the Beautiful Ohio plate, which was designed with the help of former First Lady Frances Strickland.
“Traditionally, each new administration redesigns the Ohio plate,” Fox says. “A selection committee made up from BMV officials, Ohio Department of Public Safety officials and representatives from the governor’s office choose final designs. The governor and first lady make the final decision.”
The review panel considered five or six designs before settling on one submitted by students at the Columbus College of Art and Design. The selection, however, represents an act of artistic regression in a milieu that has gone wild for visual elements in the past decade. Wyoming, for instance, has a bucking bronco, Oklahoma a Native American archer, Utah a skier and South Dakota, Mt. Rushmore. Elsewhere, we see trees, mountain ranges, peaches, oranges, a cactus, a pelican and a buffalo.Closer to home, Indiana has a blue license plate depicting the state seal, but which looks like a clock face in traffic. Kentucky plates bear the slogan “Unbridled Spirit” and the head of a hurtling race horse. Cleverly, they also show the vehicle owner’s home county, which allows police officers to snag out-of-county drivers for traffic violations.