The federal government is entering an unprecedented phase of branding under President Donald Trump, as his administration attaches his name to a wide array of entities and initiatives—from governmental buildings and military vessels to pharmaceutical websites and national park passes.
Since Trump’s re-election, there has been a significant push to reinforce his identity within the federal framework, transcending standard governmental procedures. This effort includes renaming several infrastructures in his honor, such as roads and airports.
While not all endeavors have garnered success—such as attempts to name a New York City train station or an airport in the Washington, D.C. area after the president—the scope of initiatives is noteworthy. This includes the historic decision to incorporate Trump’s signature on U.S. banknotes, marking a first for any sitting president.
This branding initiative sharply contrasts with previous administrations, including Trump’s first term, during which the inclusion of his name on coronavirus relief checks sparked significant controversy. This time, however, the marketing push appears more extensive and calculated.
United States Institute of Peace Named After Trump
In December 2025, the headquarters of the United States Institute of Peace in Washington, D.C. became the first federal building to bear the name of a sitting president. This agency, established by Congress in 1984, underwent a name change facilitated by the State Department.
Secretary of State Marco Rubio proclaimed on social media that Trump would be “remembered as a president of peace,” emphasizing the significance of the name change.
Renaming the John F. Kennedy Center
Shortly after the Institute of Peace was renamed, the newly appointed board for the John F. Kennedy Memorial Performing Arts Center voted to add Trump’s name to this prestigious venue. The board justified their decision by citing Trump’s role in rescuing the institution from financial distress.
However, this decision has faced legal challenges from some Democrats and members of the Kennedy family, who argue that the renaming violates the original intent of the center as a memorial to JFK. A lawsuit filed by Representative Joyce Beatty is still pending.
Introduction of Trump-Class Battleships
In December, then-Secretary of the Navy John Phelan announced the unveiling of a “Trump-class” battleship during an event at Mar-a-Lago. This new class of warships, including the USS Defiant, is set to be characterized as the most advanced and formidable in the world, as highlighted by Phelan’s remarks.
Launch of the Trump Gold Card Visa
In a move designed to attract foreign nationals, Trump introduced the Trump Gold Card visa, allowing individuals to pay $1 million for the opportunity to live and work in the United States. The President characterized it as a “green card on steroids,” intending to help students and their families remain in the U.S. post-graduation.
Mintage of the Trump Commemorative Coin
In March, a federal commission, predominantly composed of Trump appointees, approved the designs for a 24-karat gold coin to commemorate the nation’s 250th anniversary. This coin will feature Trump’s likeness along with a bald eagle, pending Treasury Department approval.
Signature Addition to Future U.S. Banknotes
Also in March, the Treasury Department announced plans to include Trump’s signature on future banknotes as a part of the 250th anniversary celebrations. Treasury Secretary Scott Bessent emphasized this as a powerful recognition of Trump’s impact on the nation’s history.
Release of President Trump’s Passport
April saw the announcement of a limited series of U.S. passports featuring Trump’s likeness on the cover, designed to enhance the celebratory spirit of the 250th anniversary. White House officials touted this new design as a patriotic addition for citizens.
Trump National Park Pass
In November, the Department of the Interior disclosed that annual park passes featuring Trump alongside George Washington would be issued. This decision, however, has led to legal disputes from environmental advocacy groups concerned about its alignment with established regulations.
Justice Department Banners Featuring Trump
The Department of Justice, among other federal agencies, displayed large banners featuring Trump, with messages such as “Make America Safe Again.” Officials stated these displays were part of commemorative efforts for the nation’s anniversary while reflecting on safety initiatives undertaken during Trump’s administration.
Launch of TrumpIRA.gov
In April, Trump ordered the Treasury Department to create a new platform, TrumpIRA.gov, aimed at aiding American workers in discovering and comparing private sector retirement savings options.
Introduction of the Trump Account
This summer, the administration plans to unveil the Trump Account—a tax-advantaged investment initiative for children under 18, funded by a $1,000 contribution from the Treasury for each child born within specific dates, described as a special opportunity by President Trump.
TrumpRx.gov Launched for Prescription Drug Savings
In February, the administration initiated TrumpRx.gov, a self-pay prescription drug website intended to provide coupons for cost savings at pharmacies. Trump remarked that this platform is poised to significantly benefit healthcare overall.
