An auction listing for FDR’s book On Our Way advertises it as “on Roosevelt’s policies to make America great again.”
March 15, 1940 - Senator Alexander Wiley (R-WI)
In remarks entered into the Congressional Record during the 76th Congress, Wiley urged a national effort to “make America great again.” “What is the way? Here is America. There are 130,000,000 of us. America needs a leader who can coordinate labor, capital, and management; who can give the man of enterprise encouragement, who can give them the spirit which will beget vision. That will make America great again.”
August 2 1964 - First use on paid campaign advertising
Florida’s Orlando Sentinel ran a campaign clipping headlined “Make America Great Again, Goldwater, 1964” Showing the slogan on bumper-sticker–style ads for Goldwater.
1979-80 Ronald Reagan TV spot & GOP-convention speech
Adopted the variant “Let’s Make America Great Again.” It appeared on buttons, posters, and in his July 17 1980 GOP-nomination acceptance speech.
1991-92 Bill Clinton candidacy announcement, Little Rock
Worked the line into stump speeches “Together we can make America great again” Not an official slogan, but documented in radio spots and press coverage.
1998 - Novel "Parable of the Talents" by Octavia E. Butler
“Join us!...Leave your sinful past behind, and become one of us. Help us to make America great again.”
December 13 2011 Donald Trump uses line in a statement
Explaining why he might still run for president "...above all else, we must make America great again."
November 7, 2012 - Day after Mitt Romney's defeat
Trump says the line pops into his head and he asks his lawyers to “get it registered.”
November 12, 2012 - Trump Signs an an intent-to-use trademark application
Filed at the USPTO on Nov 19 2012 as Ser. No. 85783371
November 19, 2012
Application formally filed and docketed by USPTO
October 29 2013 Application is published for opposition
No one objects
July 14, 2015 - After Trump tenders specimens
Showing the slogan on fund-raising e-mails and web pages, the USPTO issues Reg. No. 4773272 - his first MAGA registration.
August 13, 2015 Trump files a second intent-to-use application
Ser. No. 86724115 Covering hats, T-shirts, bumper-stickers, on-line stores, etc.
December 15 2015 - Examining attorney issues a non-final Office Action
Refusing registration as “merely ornamental/fails to function” saying the slogan is highly laudatory.
January 19 2016 - Campaign answers
With sales figures, press coverage and a §2(f) acquired-distinctiveness claim. The refusal is withdrawn.
February 23, 2016
Second mark published for opposition
August 16 2016 - Registration No. 5020556
Giving the campaign exclusive nationwide rights for "MAGA" on appeal, paper goods, online stores, and other campaign collateral.
September 23 2016 - Appeal/Challenge with TTAB - Trademark Trail and Appeal Board
Illinois citizen files Cancellation No. 92064514 alleging the phrase is a political slogan, not a mark. After motions and briefing, the TTAB dismisses the petition with prejudice; the registration survives intact.
Trademark infringement instances
GPT sites six instances
2016-2017 TrumpPAC.us and Make America Great PAC
Trump campaign sent letters to various PACs and fundraising groups using the slogan without authorization. Some shut down, others renamed themselves.
2017 Trademark dispute - Make America Great Again - California PAC
Trump campaign attorneys filed a formal trademark infringement complaint with the FEC and threatened suit; PAC disbanded.
2018 - Clothing - Make Integrity Great Again
Trump campaign filed a formal opposition to this trademark application Opp. No. 91241318, claiming likely confusion. The parties later settled, and the application was abandoned.
2018 - Make Cannabis Great Again
Opposed by Trump's legal team on grounds of dilution and confusion. Opp. No. 91242294, Settled - No registration issued.
Ongoing - Individual sellers of MAGA on merch
Several Etsy and Amazon vendors have reported takedowns after complaints by Donald J. Trump for President, Inc., citing registered trademarks. No known lawsuits filed in these cases.
Ongoing - MAGA parody merch
Mixed enforcement, Have not sued over parody phrases, e.g. "Make America Gay Again" due to fair use protections Although informal takedown requests have occurred.