Trump's Name Now Stamped on U.S. Currency and Cultural Landmarks
A Marketing Genius Before the White House: How Trump Branded America
Long before he moved into the White House as U.S. president, Donald Trump was a marketing mastermind. His mantra: If it bears the Trump name, Trump is what you get. So it came as no surprise when he announced his first presidential bid in 2015 from the lobby of Trump Tower. His name adorns every product under the Trump brand—hotels, golf clubs, vodka bottles, even Sharpies, the felt-tip pens he uses to slash his signature across laws and executive orders with a flourish.
A President's Signature on the Dollar Bill—An Unprecedented Move in U.S. History
Recently, one bold claim followed another. During a White House cabinet meeting, the president mused that he was so popular, the people of Venezuela might just elect him their leader after his term. He raved about Treasury Secretary Scott Bessent's glasses and made no secret of his fondness for Sharpies.
At the same time, it emerged that to mark America's 250th anniversary on July 4, the $100 bill would not only bear Bessent's signature but also Trump's—an unprecedented move for a living president. Since Republican President Abraham Lincoln ordered the change in 1861, U.S. banknotes have carried only the signatures of treasury secretaries and treasurers.
A Democratic Contrast to Monarchy
Symbolically, this sets the U.S. apart from its former colonial ruler, Britain, where monarchs appear on coins and pound notes. The fact that the new dollar bills are being issued in June—just in time for Trump's 80th birthday—fits the pattern. Democratic Senator Jeanne Shaheen called it "a slap in the face to the ideals of our nation," arguing that heroic figures should be honored instead.
Brandon Beach, the treasurer, naturally stepped aside: "This is not only appropriate but well-deserved." His boss was even more effusive. "There is no more powerful way to honor the historic achievements of our great nation and of President Donald J. Trump."
A Stern Gaze on a Gold Coin
To commemorate the 250th anniversary, the Federal Reserve has already released a $1 gold commemorative coin in 24-karat gold, featuring Trump's likeness—his expression stern, his posture combative. A collector's item for Trump enthusiasts.
The administration also introduced the Trump Gold Card—a kind of VIP visa for foreign multimillionaires willing to pay $5 million for residency. By comparison, a national park annual pass with Trump's portrait—$80 for U.S. citizens, $250 for foreigners—seems like a bargain. Even during his first term, Trump had his name emblazoned in lordly fashion on COVID-19 relief checks for Americans. In his second term, he followed up with a Trump-branded family fund check.
Sacrilege for Kennedy Loyalists
Trump's unilateral decision to prepend his name to the Kennedy Center—Washington's premier cultural institution—is not just sacrilege to Kennedy fans and Democrats. The center had been named in memory of the late JFK, as was New York's airport. This move inspired a Republican admirer in the House of Representatives to propose renaming Washington's Dulles International Airport—honoring former Secretary of State John Foster Dulles—after Donald Trump instead. A warship bearing the Trump name is said to be next. U.S. aircraft carriers have traditionally been named only after deceased presidents, generals, or admirals.
With plans to reshape the White House and Washington—adding a ballroom, a visitor center, and a triumphal arch near Arlington National Cemetery—Trump aims to immortalize himself in stone.
"America First" Award
The capital already hosts a think tank named after the president. At the Trump Institute for Peace, he convened his Gaza Peace Council for its first session in February. The cult of personality surrounding him knows no bounds, much like that of emperors and autocrats. Some fans even want to carve his face into Mount Rushmore.
His party loyalists have long showered him with accolades—including the FIFA World Peace Award, a consolation prize of sorts after he missed out on the Nobel Peace Prize. Not to be outdone, Mike Johnson, the Speaker of the House, stepped in. As the third-highest-ranking official in the U.S. government, he presented the president with the newly created "America First" Award.
