The state motto of "Live Free or Die" is another political touchstone. In 2006, when welcome signs at the border began to display the marketing slogan, "You're Going to Love It Here," a firestorm erupted and Governor John Lynch acceded to a privately financed effort to erect new signs bearing the state motto. In 1997, a comparable firestorm had greeted a new issue of car license plates on which the motto was printed rather than embossed; the design was promptly changed to increase the size of the motto. (However, the U.S. Supreme Court had ruled in 1977 that those who object to the motto may tape over or cover up the words, either partially or completely.)