Honestly, if you haven't seen the old Pocatello Idaho city flag, you’re missing out on a piece of design history that was so bad it actually became legendary. We’re talking about a flag that didn't just break the rules of design; it basically took the rulebook, shredded it, and threw it into the Portneuf River.
It was ugly. Really ugly.
But here’s the thing: Pocatello’s story isn’t just about a bad flag. It’s about a community that got roasted on the global stage and decided to do something about it. Most cities would have just ignored the internet trolls. Not the "Gate City." They leaned into the chaos and turned a civic embarrassment into a masterclass in rebranding.
The Design That Launched a Thousand Memes
To understand why the Pocatello Idaho city flag became a punchline, you have to look at what it was. For nearly two decades, the city used a design that was never really intended to be a flag. It was a logo. Specifically, it was a Chamber of Commerce logo from the late 90s that someone decided to slap onto a white nylon sheet.
It had everything you aren't supposed to put on a flag.
There were two purple mountain silhouettes that looked like they were drawn in MS Paint.
There was a "Proud to be Pocatello" slogan in two different, clashing fonts.
Wait, it gets worse.
It actually had a trademark symbol (™) and a copyright notice printed directly on the fabric.
Who does that?
In 2004, the North American Vexillological Association (NAVA)—which is basically the governing body for flag nerds—conducted a survey of 150 city flags. Pocatello didn't just lose. It came in dead last. It scored a 1.48 out of 10. For context, the "Good" flags like Chicago or DC usually score in the 8s or 9s.
The Roman Mars Effect
The flag might have stayed a local secret if it weren't for Roman Mars. In 2015, the host of the 99% Invisible podcast gave a TED Talk titled "Why city flags may be the worst-designed thing you've never noticed."
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It went viral. Like, millions of views viral.
Mars spent a significant portion of that talk absolutely dunking on Pocatello. He called it the "worst city flag in North America." Suddenly, people from London to Tokyo were laughing at a small city in Eastern Idaho because of its purple mountains and copyright symbols.
Turning the Tide: The Great Redesign
You’d think the people of Pocatello would be salty about it. Kinda, at first. But the city government, led by people like Logan McDougall, saw an opportunity. Instead of hiding, they formed an Ad-Hoc Flag Design Committee in 2016.
They didn't just hire a fancy agency. They opened it up to everyone.
The response was insane.
- 709 total design submissions.
- Entries from 26 different countries.
- Submissions from 31 U.S. states.
- Thousands of public comments.
The committee didn't just pick one winner. They acted like a DJ, sampling the best parts of several entries to create a "greatest hits" design that actually meant something to the locals.
What the New Pocatello Idaho City Flag Actually Means
On September 19, 2017, the city officially retired the old "Proud to be" eyesore and hoisted the new standard. It’s a complete 180. It’s clean, it’s modern, and honestly, it looks pretty sharp on a flagpole.
The new Pocatello Idaho city flag is officially known as "Mountains Left." It uses a palette of blue, red, gold, and white. But unlike the old flag, every single line and color has a specific purpose.
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The Three Peaks
The three red triangles aren't just random shapes. They represent the three most iconic peaks visible from the city: Scout Mountain, Kinport Peak, and Chinese Peak. Beyond the geography, they stand for the three pillars of the local community: industry, recreation, and education.
The Compass Rose
Sitting atop the tallest peak is a yellow compass rose. This is a nod to Pocatello's history as a massive transportation hub. Whether it was the Oregon Trail, the Union Pacific Railroad, or the intersection of I-15 and I-86, this city has always been a place where people meet and move through.
The white portion at the bottom of the star is a clever bit of design. It represents the snow-capped summits that locals see for half the year, but it also forms an abstract arrowhead—a quiet tribute to the Shoshone-Bannock Tribes who lived on this land long before the city existed.
The Blue Line
There’s a thin blue line running across the bottom. That’s the Portneuf River. It’s simple, but it anchors the whole design.
From Worst to (Almost) First
The redemption arc is basically complete now. In a 2022 NAVA survey—the same group that roasted them 18 years prior—the new Pocatello Idaho city flag was ranked the 11th best city flag in the United States.
It went from a score of 1.48 to an "A" grade.
You see the design everywhere now. It’s on t-shirts, beer cans, and stickers. People actually want to fly it. That’s the real test of a flag. If the citizens aren't embarrassed to put it on their porch, you've won.
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Why This Matters for Other Cities
Pocatello’s journey is a blueprint. It shows that civic identity isn't static. If your city has a flag that looks like a "soup sandwich" (as some vexillologists call them), you don't have to keep it.
The "Gate City" proved that you can take a global roasting and turn it into a point of pride. They didn't just fix a flag; they fixed their brand.
If you're looking to apply the lessons from Pocatello to your own local symbols or branding projects, here are the actionable takeaways:
1. Admit when it’s broken.
The city didn't get defensive. They acknowledged the design was flawed. That’s the only way to start a real change.
2. Crowdsource, but curate.
The committee received 709 entries. If they had just let the internet vote for a winner, they might have ended up with "Flaggy McFlagface." Instead, they used the public's creativity as a foundation and had experts refine the final look.
3. Stick to the "Five Principles."
If you're designing anything civic, follow the NAVA rules: keep it simple, use meaningful symbolism, use 2-3 basic colors, no lettering/seals, and be distinctive.
4. Tell the story.
The reason people love the new flag isn't just because it looks good—it's because they know what the compass rose and the red peaks stand for. Symbolism creates a sense of ownership.
The next time you’re driving through Eastern Idaho and you see that blue and red flag snapping in the wind, remember that it used to have a trademark symbol on it. We’ve come a long way.