The Trump administration has pushed the limits of branding for decades, but the latest move — rebranding the John F. Kennedy Center for the Performing Arts as the “Trump-Kennedy Center” — hits a hard legal wall.
Trump’s hand-picked board voted to approve the new name, and the White House quickly promoted it. But here’s the thing: a board vote isn’t enough. The Kennedy Center was created by Congress in 1964 as a formal memorial to President John F. Kennedy. That name isn’t just a label. It’s written into federal law.
Georgetown law professor David Super put it plainly — because the name is codified in statute, the only way to legally rename the building is for Congress to change the law. Without that, the new title is symbolic, not binding. A board resolution, a new logo, or fresh signage can’t override federal statute.
House Republicans have already floated legislation to make that change. One proposal, the Make Entertainment Great Again Act, would strip the Kennedy name entirely and replace it with the Donald J. Trump Center for Performing Arts. If that bill — or anything like it — passes both chambers of Congress and is signed into law, then the name change becomes real. Until then, the Kennedy Center remains the Kennedy Center, at least legally.
Super noted that an “informal” name change is still possible — the building can be advertised or referred to by a different name — but he also made clear that this has no legal standing. Swapping out signs or changing the website doesn’t make it official. And while the move may invite outrage, it probably won’t invite a lawsuit. Even descendants of President Kennedy wouldn’t have the legal standing needed to overturn the board’s decision.
The uproar comes at a moment when the Kennedy Center’s reputation is already slipping. Ticket sales have been falling since Trump took office, leaving musicians and staff performing in half-empty halls. For them, the branding fight isn’t abstract — it’s financial, professional, and personal.
And the Kennedy Center isn’t the only institution getting a makeover.
A pattern of political rebranding
Since returning to the White House, Trump has leaned hard into transforming government spaces into Trump spaces. Among the most notable:
US Institute of Peace → Donald J. Trump Institute of Peace
The administration recently rebranded the organization, plastering Trump’s name across its headquarters. Legal disputes over control of the institute are ongoing.
National park passes printed with Trump’s face
The 2026 America the Beautiful park pass will feature Trump alongside George Washington. An environmental group is suing, arguing the image violates federal contest rules that determine which photo appears on the pass.
A million-dollar “Gold Card”
Trump launched a program offering a $1 million pathway to U.S. residency — essentially a premium alternative to the long-standing EB-5 visa program. Corporations can pay $2 million per worker.
A prescription drug site called TrumpRx
Trump unveiled a drug-pricing platform named after himself, saying it will help Americans find dramatically cheaper medications.
And more may be coming. Florida lawmakers are discussing renaming Palm Beach International Airport after Trump, and reports suggest Trump wants Washington’s NFL team to name its planned new stadium for him.
So what’s the bottom line?
Trump can call the Kennedy Center anything he wants. The board can update branding materials and splash his name across digital signage. Supporters can cheer, opponents can protest, and the political messaging will roll on.
But legally — and this is what matters — the institution’s name stays exactly where Congress put it in 1964.
John F. Kennedy Center for the Performing Arts.
At least for now.
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