The $100 bill, Florida International Airport, national park passes will bear Donald Trump's name. There are also plans for warships, highways, and everything else that already adorns the face and name of the current American president.
In one of those post-historical moments when reality is no longer reflected in facts, but in the reach of media and brand propaganda, it appears Donald tramp - as a self-imposed toponym, a personality that is constantly reflected in the world around it. Trump's name and surname, like a living organism, seems not satisfied with one function or point on the map - it tends to spread and multiply. Thus, since Trump returned to the Oval Office, it has been on the facades of federal buildings in Washington, developed in the form of large banners, as a kind of visual footnote to the work of institutions. Recently, all these ministries look more like some kind of galleries of one and the same author, where the character does not change, but because of that, the places of exhibition of that "artist" are constantly multiplying.
Trump's name has long ceased to be just a personal label. It has spread through architecture, finance, institutions and symbols of public life, turning into a kind of brand that shapes reality. Having once inherited the company from his father, Donald Trump has been engaged in construction for years: his Trump Tower on Fifth Avenue in New York remains the most famous example - a glass tower that has served as a symbol of personal success and luxury since 1983.
But that was just the beginning: there is also the Trump International Hotel and Tower in Chicago, the Trump International Hotel in Las Vegas, the Trump Towers complex in Florida, the former Trump Taj Mahal and the Trump Plaza Hotel and Casino in Atlantic City, as well as numerous golf resorts and residential complexes around the world that bear his name. These objects are not just buildings - they are a kind of points of presence, places where the brand functions as a sign of power and not as a simple inscription.
Since he entered politics, Trump's logic of renaming everything and everything in itself has spread to the wider public space, entering cultural and other state institutions. It is as if the ultimate goal is that the most important points of American public life, in some parallel administrative reality, look for their new holder. One of the most controversial examples is the renaming of the John F. Kennedy Center for the Performing Arts to the "Trump-Kennedy" Center, where Trump himself became chairman of the board, and his name was added to the facade and official communication of the institution.
The same dynamic is visible in the financial and even the symbolic domain. The Trump Gold Card program, launched by executive order in 2025, allows wealthy foreigners to receive a fast-track path to a green card and permanent residency in the US through a donation of at least $1 million (or $2 million if paid by a corporation). It is a kind of "golden visa" that bears his name, but also a drawn character.
"They're going to be rich and successful, they're going to spend a lot of money, they're going to pay a lot of taxes and they're going to employ a lot of people, and we think it's going to be extremely successful," Trump said of the project in the Oval Office.
Only, wealthy foreigners will soon be able to expect an even more advanced, "Trump Platinum" card, which can be purchased for five million dollars and will have additional benefits for foreigners. And the American president, the media wrote about it, recently launched his own cryptocurrency $TRUMP, which brought him even more wealth.
And that's not all. Going even further is the decision to have Donald J. Trump's signature appear on new US bills (starting with the $100 bill, from June 2026) – marking the first time in history that a sitting president's signature has graced US currency, marking the 250th anniversary of independence.
It is worth quoting the inspired statement of US Treasury Secretary Scott Bessent here: "There is no more powerful way to recognize the historic achievements of our great country and President Donald J. Trump than with US bills bearing his name, and it is entirely appropriate that this historic currency be issued on the occasion of the 250th anniversary," Bessent said in a statement.
The infrastructure world was not immune either. Florida has already passed a law signed by Governor Ron DeSantis according to which the Palm Beach International Airport will be renamed after the US President and will be called President Donald J. Trump International Airport - which, by the way, is the closest to his Mar-a-Lago resort. There have also been proposals to name roads after him, such as the President Donald J. Trump Highway initiative on parts of I-73 in South Carolina or other states.
Wherever people move, travel or fly, it seems that the idea from the White House is that it is always desirable to know whose name is behind each direction of travel.
Numerous programs bearing the name of the current president were introduced, such as the TrumpRx web platform for purchasing drugs, as well as plans for new "Trump class" warships, as part of a broader vision of the future so-called "golden fleets". His name and frown also appear on commemorative gold coins, and there are attempts to give Trump's name to other public facilities, such as Dulles Airport and Penn Station in Washington, though those proposals have not (yet) been implemented.
Starting in July 2026, the US Treasury Department will pay $1.000 into "Trump accounts" for children born between 2025 and 2028. These bills were introduced after the One Big Beautiful Bill Act was passed. And there are annual passes for US national parks, which from this year will feature the face of the first president, George Washington, as well as Trump's face, instead of the usual depictions of nature.
All these cases show the extent to which marketing can spill over from the personal to the commercial and then to the political and institutional domain, turning the name into a system where the brand becomes the principle of embodying an almost surreal reality. In that persistent need of the US president to have his name included on banknotes, institutions or warships, a thin but steady line between absurdity and megalomania is reflected - as if the world is no longer regulated according to its internal logic, but according to someone's need to sign it, measure it and, in the end, appropriate it.
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