Vermont's Driving Slogans
License Plate Slogans and Vermont’s Identity
License plate slogans serve as brief yet powerful expressions of a state’s image, values, and cultural heritage. In Vermont, these slogans reflect not only the state’s landscape but also its deep commitment to independence, civic engagement, and environmental preservation. Vermont’s slogans are few but meaningful, offering insight into the state's character both on and off the road.
Historical Development
Vermont first introduced slogans on license plates in the 1950s, a time when many U.S. states began using plates to promote tourism and express state pride. The earliest and most enduring slogan,“Green Mountain State”, appeared in 1957 and continues to be used on most standard-issue plates today. While Vermont’s official motto, “Freedom and Unity”, rarely appears on plates, it remains deeply connected to the state’s cultural and political identity.
Green Mountain State
The phrase “Green Mountain State” originates from the French “Verd Mont,” a name given by explorer Samuel de Champlain in 1647 to describe Vermont’s forested mountains. It represents the state’s physical beauty, rural character, and environmental values.
- Environmental Identity: Reflects Vermont’s forested, mountainous geography and its focus on sustainability and conservation.
- Tourism and Branding: Symbolizes Vermont as a peaceful, scenic, and eco-friendly destination.
- Civic Values: Expresses harmony between people and nature, aligning with Vermont’s progressive environmental policies.
Freedom and Unity
Though not printed on standard plates, Vermont’s state motto—“Freedom and Unity”—captures the state’s defining philosophy. Freedom represents independence and self-reliance, a legacy from Vermont’s time as an independent republic (1777–1791) and its leadership in social progress such as the early abolition of slavery.Unity reflects cooperation and commitment to community, seen in the state’s civic-minded culture and local governance.
Cultural Significance
Vermont’s slogans—especially “Green Mountain State”—convey authenticity rather than marketing flair. They embody modesty, environmental respect, and community values, reflecting Vermont’s preference for consistency over commercialism. This restrained approach reinforces the state’s reputation for integrity and sustainability.
Specialty and Historical Plates
While the “Green Mountain State” slogan remains on standard passenger plates, some specialty and historical designs omit slogans or feature specific affiliations such as:
- Veteran and military recognition plates
- Conservation or agricultural themes
- University and nonprofit partnerships
Regardless of design, Vermont’s license plates consistently represent the enduring connection between its people, landscape, and values.
Summary
Vermont’s driving slogans are more than decorative—they express the state’s identity.“Green Mountain State” celebrates Vermont’s natural beauty and environmental ethos, while“Freedom and Unity” embodies its balanced philosophy of individual liberty and collective responsibility. Together, these messages define what it means to be part of Vermont—on the road and beyond.