Eric Trump unveils new logo as his father's brand takes over U.S. Government

By TheStreet Roundtable

9 days ago

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It's no secret that President Donald Trump is fond of himself. A businessman, a media darling, and a political personality, he has several entities named after him.

From Trump Tower buildings in several countries to Trump National Golf Club across several U.S. states, his name is imprinted across the globe.

There is, of course, The Trump Organization which also launched Trump Mobile last year.

The signature cocktail of the Trump International Beach Resort in Miami, Florida, is called Trumptini, a portmanteau of Trump and martini.

Airport to be renamed after Trump

Now, the Palm Beach International Airport in Florida is also going to be renamed in Trump's name, and it comes following legislation.

In February this year, the Florida Legislature approved a bill to rename the airport to the President Donald J. Trump International Airport. Florida governor Ron DeSantis signed the bill into law in March.

The rebranding will require the Federal Aviation Administration to approve it. According to the text, the act would take effect the beginning of July.

However, the president's son, Eric Trump, unveiled the official logo for the to-be-renamed airport on X on May 5.

He wrote, "Congratulations Dad! Looking forward to seeing flights landing at “DJT” very very soon!"

For the first time, I am extremely proud to share the OFFICIAL logo for the Donald J. Trump International Airport in Palm Beach, Florida. There is no person more deserving of this incredible honor than @realDonaldTrump! Congratulations Dad!

Looking forward to seeing flights… pic.twitter.com/QUyPKJYixy
— Eric Trump (@EricTrump) May 5, 2026

Trump Gold Card

After Trump became the president for the second time, the U.S. administration under him has often attempted personal branding of state symbols.

For instance, the gold-plated visa letting wealthy foreigners buy their way into the U.S. for a minimum of $1 million is called the Trump Gold Card.

The official website of the immigration program features Trump's face, and the tagline reads, "Unlock life in America."

Here is the entire process.

An individual pays a nonrefundable processing fee of $15,000 just to apply to the program. If approved, they contribute $1 million in "unrestricted gift" to the Department of Commerce.

A corporation can sponsor a foreign-born employee for $2 million, with a 1% annual maintenance fee.

The card qualifies holders for EB-1 and EB-2 immigrant visa categories and even opens a path to permanent residency and eventual citizenship.

But there is a catch.

Since its launch in December 2025, only one individual has been granted the visa under the program, Commerce Secretary Howard Lutnick confirmed last month. He didn't identify the individual and said "hundreds" of applications are already in the queue.

The lone entrant stood in stark contrast to the number thrown by the administration back in December when Lutnick claimed the U.S. government had sold $1.3 billion worth of gold cards within days of launch.

Trump's signature on U.S. dollar bills

It doesn't stop there.

The U.S. Treasury announced in March that the U.S. dollar bills in the future will carry Trump's signature to commemorate the 250^th anniversary of the the United States Declaration of Independence.

It would mark the first time a sitting president’s signature would get printed alongside that of the Treasury Secretary and the U.S. Treasurer.

“There is no more powerful way to recognize the historic achievements of our great country and President Donald J. Trump than U.S dollar bills bearing his name, and it is only appropriate that this historic currency be issued at the Semiquincentennial,” said Treasury Secretary Scott Bessent.

The announcement didn't address whether the change will apply to all denominations or how long the new currency will remain in circulation.

It's a historic change because though the U.S. dollar's design has changed multiple times, it never had a sitting president's signature printed on it.

Trump commemorative gold coin

In March, the U.S. Commission of Fine Arts approved the final design for a 24-karat commemorative gold coin in honor of Trump to celebrate the Semiquincentennial.

The coin portrays Trump with his fists pressed against a desk on the obverse and an eagle on the reverse side.

Source: Commission of Fine Arts (CFA)

Trump and Melania meme coins

Trump and the first lady, Melania, launched two eponymous meme coins, Official Trump (TRUMP) and Melania Meme (MELANIA), on Jan. 17, 2025—only days before his second presidential inauguration.

A meme coin is a cryptocurrency inspired by internet memes, jokes, or viral social media trends.

Unlike traditional cryptocurrencies like Bitcoin (BTC) or Ethereum (ETH), which are designed to solve technical problems or act as a store of value, meme coins generally lack strong fundamentals or real-world utility.

In fact, they are often created as a form of satire or parody of the broader crypto market. Nonetheless, some meme coins have become very popular. Dogecoin (DOGE), for instance, is the world's tenth-largest cryptocurrency with a market cap of $17.5 billion.

Both TRUMP and MELANIA also hit their record-high prices within days of their launch. While the former's price hit the all-time high (ATH) of $73.43 on Jan. 19, 2025, the latter's price hit the ATH of $13.05 on Jan. 20, 2025.

But both have since crashed and have failed to recover despite modest spikes.

At press time, TRUMP and MELANIA were trading at $2.39 and $0.1058—both more than 90% lower than their ATHs.

The only advantage so far seems to be that the top holders of the TRUMP meme coin can get a chance to meet the president at his Mar-a-Lago estate in Florida.

The tradition, which began last year, continued this year too. However, many TRUMP holders have often sold their tokens and taken looses instead of suffering more price crash just to attend the gala events.