Broneah Kiteboarding, a company based in Traverse City, has adopted the M-22 marker as a logo and sells merchandise such as clothing and bumper stickers featuring it. As such, the logo has become a popular symbol for the company as well as a cultural symbol for the western Grand Traverse Bay area. The private corporation has attempted to trademark the road sign, which has been legally opposed by the Michigan Attorney General Bill Schuette; that formal opposition was removed by his successor Dana Nessel in 2019.