No road trip is complete without the license plate game. Whether you’re cruising down highways, winding through scenic byways, or navigating the interstate, this classic pastime has entertained countless Americans for generations. The rules are simple: spot and keep track of license plates from as many different U.S. states as possible. Some players aim to find all 50 states, while others compete to see who can collect the most in a single trip.
To celebrate the tradition, we identified the most popular custom license plates in the U.S., including the top pick in each state. From favorite sports teams to wildlife initiatives and career-themed designs, these unique plates do more than just tag your car; they showcase personality. Whether you’re driving your own vehicle or a rental, these standout plates are stealing the spotlight on the road and winning the license plate game.
The Top 5 Most Popular Custom License Plates in the U.S.
1. Unbridled Spirit, Kentucky
With more than 2 million of these custom plates sold, Kentucky’s blue and white horse-themed plate is the most popular in the country, with more of these plates on the road than any other. Introduced in 2004, the plate was part of a statewide rebrand aimed at promoting Kentucky and capturing the spirit of the Bluegrass State.
2. Life Elevated Arches, Utah
Featuring iconic red rock arches, Utah’s ‘Life Elevated’ plate highlights the landscape that makes the state a top destination for roadside adventures. It celebrates Utah’s natural beauty and world-renowned outdoor recreation, with over 1 million plates currently on the road.
3. Life Elevated Skier, Utah
Featuring snowy mountain landscapes and celebrating Utah’s world-class ski culture, the ‘Life Elevated’ skier plate reinforces the idea of Utah as a year-round outdoor playground. With nearly 900,000 plates on the road, it mirrors the iconic Arches plate in staying true to the state’s adventurous spirit.
4. Pure Michigan Plate, Michigan
Michigan is known for its natural beauty—from the Great Lakes to dense forests and scenic shorelines. In 2013, the state released a plate to acknowledge just that. Michigan’s ‘Pure Michigan’ license plate is part of the state’s popular tourism campaign. Out of the 8.6 million plates registered in Michigan, 700,000 feature the ‘Pure Michigan’ design, taking pride in the state’s outdoor charm to a whole new level.
5. California 1960s Legacy, California
Introduced in 2012, California’s 1960s Legacy Plate gives over 700,000 cars a unique, vintage feel. The retro black-and-gold design offers a nostalgic nod to classic California cruising and continues to be a favorite among drivers looking to stand out on the road.
The Most Popular Custom License Plates in Each State
From plates highlighting school spirit to those with vintage appeal, there is a design for nearly every occasion. Each one reflects the unique character and beauty of its own unique state. Whether bold, nostalgic or scenic, these plates tell a story beyond the numbers.
Showing School Spirit: University License Plates Reign Supreme
It’s no surprise that Americans show fierce loyalty to their favorite sports teams and alma maters, and that pride shows up not just in stadiums but on the road. College-themed custom license plates are especially popular in parts of the country where football is more than just a game—it’s a way of life.
In Southern states like Alabama, Georgia, and Mississippi, school-based plates dominate specialty plate registrations. The University of Alabama has over 109,000 plates on the road, while the University of Georgia counts more than 77,000. These numbers reflect a culture where Saturdays revolve around SEC football, and displaying your team colors on your car is just another way to show your devotion.
The trend carries into the Midwest as well. Schools like Indiana University and the University of Arkansas have tens of thousands of plates in circulation, showing that college pride doesn’t stop after graduation. In these regions, custom plates serve as year-round symbols of loyalty and a little friendly rivalry.
Where Tourists Roam: High-Traffic Destinations Drive Custom License Plate Popularity
Tourist-heavy states like California, Michigan, Utah, and Nevada see some of the highest custom plate counts in the country. Plates in these states often feature iconic imagery or slogans tied to their identity, like Utah’s Life Elevated Arches or California’s 1960s Legacy design. With more people on the roads, there’s more incentive to make a statement.
Whether showing love for the land or celebrating a state’s unique vibe, custom plates give drivers a way to bring a piece of home with them wherever they go. It’s state pride on full display.
Methodology
To identify the most popular custom license plates in the U.S. and by state, we requested each state’s transportation department to provide the number of custom plates based on their most recent data available. Alaska, Delaware, Hawaii and North Dakota were unable to provide data upon request. Data is accurate as of July 8, 2025.
