When travelers spot a colorful smile beaming across the sky from Moore’s water towers, they instantly sense the city’s unique blend of optimism and hometown pride. These vivid landmarks, paired with the enduring message of the “Smile America” campaign, represent far more than functional infrastructure—they are defining symbols of community identity for generations of Moore, OK residents.
A 1970s Vision of Positivity
The 1970s brought significant change and growth to Moore, Oklahoma. Amid expansion and renewed civic energy, city leaders recognized a need for unifying symbols that could foster a stronger sense of local community.
The answer came in the form of a smile. Inspired in part by the national popularity of the smiley face (first created by Harvey Ball in 1963 and commercialized widely in the ‘70s), Moore developed its own take on the emblem, painting a bold smiley face in patriotic red, white, and blue on one of the city’s central water towers.
Unlike generic municipal branding, Moore’s version had a uniquely grassroots appeal. Painted proudly on towering infrastructure visible for miles, the smiling face quickly became a beacon of belonging, reminding residents and visitors alike that Moore was a place grounded in friendliness, resilience, and optimism.
Water Towers with a Message
Water towers, by design, are meant to serve a purely functional role: maintaining water pressure and ensuring fire protection across a city. But in Moore, they took on a second purpose—acting as vertical billboards for civic identity.
The most recognizable water tower, positioned near Northwest 27th Street and I-35, welcomed thousands daily and often appeared as a backdrop for family photos, community events, and local stories. Other water towers in the city adopted various motifs over the years, with some honoring local heroes like country music superstar Toby Keith—a proud son of Moore.
For newcomers, these water towers offered more than directions—they were immediate indicators of having arrived somewhere special. For long-term residents, they marked the familiar transition home, embodying the “Moore civic pride” that the city continually strives to nurture.
Preserving the Smile
In recent years, as the city modernized its infrastructure, some of Moore’s original towers were retired or repainted. This sparked local debate. Should the city move forward with sleek new branding, or preserve the nostalgic symbols of its past?
Community members, including local historians, students, and long-time residents, voiced strong opinions. Many argued that the smiley face was no mere relic—it was a cultural artifact, embodying the spirit of 1970s civic optimism and local identity. Others saw the updates as necessary for reflecting Moore’s growth and diversity.
The tension between preservation and progress remains ongoing, but what’s clear is that the smiley face has secured its place in the hearts of residents. Even today, it can be seen in murals, school art projects, and event merchandise throughout the city.
A Broader Story of Civic Branding
The combination of the “Smile America” campaign and Moore’s water towers has left a deep, lasting imprint on the city’s culture. These symbols served as living reminders of the values Moore cherishes: optimism, inclusiveness, and unity in the face of adversity.
Community organizations routinely tap into the legacy of the campaign for fundraisers, school spirit days, and city festivals, keeping its cheerful message in the public eye. Publications such as Moore Monthly and The Moore American frequently recall the smiley-faced water towers when narrating pivotal moments in the city’s journey, especially as it recovers from challenges like tornadoes and economic changes.
In Moore, the smile has become more than artwork. It’s shorthand for belonging—a feeling that welcomes new residents, attracts visitors searching for “Moore OK water tower” or “Moore Oklahoma landmarks,” and continually encourages everyone to carry on the original spirit behind the “Smile America” slogan.
Smile On: Moore, OK’s Message for the Future
Moore’s journey is one of resilience and togetherness, echoed in every brushstroke of its iconic smile. The “Smile America” campaign has become an inseparable part of the city’s identity, reflected not just on a water tower’s curve but in community traditions, local news, and the collective heartbeat of Moore, OK. Long after the paint may fade, the legacy of optimism, hospitality, and neighborly spirit endures—greeting all who pass through with a story uniquely Moore.