STATE AUTO TAGS OFFER OPPORTUNITY FOR SELF-PROMOTION

Missouri's standard license plates are ugly: a solid dark red for automobiles, solid black for trucks. A move to spice up the plates has fallen short in year's past, but the effort is gaining momentum this year.

About a dozen bills addressing the state's plates are before the Motor Vehicle and Traffic Regulations Committee in the Missouri House. Rep. Larry Thomason of Kennett anticipates a real battle in changing the plates. License legislation is also being considered in a Senate committee.

It is time to take a look at redesigning Missouri's standard plates, for more than simply cosmetic reasons.

For one thing, the plainness of Missouri's plates have spurred hundreds of specialized plates. These vanity plates promote state universities, veteran organizations and other groups. The plates feature various colors and logos. For example, plates promoting Southeast Missouri State University are white with red lettering.

The Department of Revenue says more than 360 different types of license plates can be purchased. This causes obvious confusion with law enforcement. A new standardized plate with room left for a logo or working could alleviate the confusion. At first glance, the plate would be recognizable as a Missouri tag.

The state of the plates is another concern. Missouri's standard plates were issued in 1979, and many of these are still in use. That means plates that were supposed to last three years are now 16 years old.

Many states have used their license plates as a marketing tool with charming phrases and colors. What does rusty, aging plates say about Missouri?

Safety is another consideration.

These older plates don't contain the latest reflective materials. More reflective plates -- especially on the rear -- could increase visibility of parked cars when illuminated by headlights. It is worth looking into.

Colorful plates can be a catchy as a tourist promotion, probably much more than signs in a handful of locations. License plates can be traveling reminders of our state.

Thomason's suggestion to take license plate designs out of the hands of the legislature also deserves merit. He wants to put the decision in the hand of a five-member committee for that purpose. He also hopes guidelines can be enacted outside the legislature for groups that want special plates.

License plate designs should not be political debate. It is just a license plate. It shouldn't take years to change the design. There are obviously too many people involved -- like the entire General Assembly.