1

Paul Bunyan

Image: Abby Savage

Paul Bunyan , the colossal lumberjack of American folklore, is said to have cleared forests from the Northeast to the Pacific Northwest. With his blue ox, Babe , he performed incredible feats of strength, like carving out the Grand Canyon just by dragging his axe behind him, and creating the Great Lakes with his footprints.

Originating in oral traditions among lumberjacks, Bunyan’s exaggerated exploits gained momentum with the American westward expansion during the 19th century and soon became deeply ingrained in the popular imagination.

2

Johnny Appleseed

Image: Aarón Blanco Tejedor

Born John Chapman, Johnny Appleseed wandered the American frontier planting apple trees and spreading goodwill in the early 19th century. A devout Christian, he became a folk hero for his kindness, environmentalism, and pioneering spirit.

Contrary to the popular image of Johnny Appleseed randomly scattering apple seeds, he was a skilled nurseryman who meticulously planted apple tree nurseries. Each nursery was carefully fenced to shield the saplings from livestock and wildlife. After establishing these nurseries, he entrusted them to neighbors but revisited them periodically.

3

Pecos Bill

Image: JosephHershMedia

Pecos Bill , a fictional cowboy raised by coyotes in the wilds of Texas, became a larger-than-life figure known for taming cyclones and roping tornadoes. His adventures, first popularized in the early 20th century, embody the frontier spirit and Texas mythology, blending humor with tales of rugged individualism.

Among his many tales, one credits him with creating the Gulf of Mexico . According to legend, during a severe drought in Texas, Pecos Bill lassoed a storm cloud in California and brought it to Texas. The resulting deluge caused extensive flooding, ultimately forming the Gulf.

4

Davy Crockett

Image: Joseph Corl

Davy Crockett , known as the "King of the Wild Frontier," was a real-life frontiersman later turned politician whose exploits were mythologized even during his lifetime. Born in East Tennessee, he quickly gained fame for his sharp hunting skills and captivating storytelling.

During his time in the U.S. Congress, he staunchly opposed many of President Andrew Jackson’s policies, particularly the Indian Removal Act, and championed the rights of small landowners. Crockett’s life ended with valor at the Battle of the Alamo , solidifying his folk legend as a symbol of courage and patriotism. His legacy remains an enduring part of American history.

5

Calamity Jane

Image: Vidar Nordli-Mathisen

Martha Jane Canary, better known by her alias Calamity Jane, was a frontierswoman and scout famed for her sharpshooting skills and daredevil exploits. During her youth, she stepped up to provide for her large family, taking on various jobs, from ox team driver to scout for Fort Russell. Eventually, she embraced the rough and adventurous lifestyle that made her a legend.

Despite her fearsome reputation, Calamity Jane was compassionate and often helped those in need. Her adventures in the Wild West alongside figures like Wild Bill Hickok cemented her status as a legend of the American frontier.

6

Molly Pitcher

Image: Garry T

Molly Pitcher, the nickname given to Mary Ludwig Hays McCauley, became famous for her bravery during the American Revolutionary War. Although several historical figures are known by this moniker for similar deeds, Mary Ludwig Hays distinguished herself during the Battle of Monmouth in June 1778, where she served as a water carrier for the soldiers.

When her husband, an artilleryman in the Continental Army, fell to enemy fire, she took his place, swabbing and loading the cannon with such bravery and determination that she earned a commendation from George Washington.

7

Daniel Boone

Image: Scott Longerbeam

Daniel Boone was a legendary frontiersman and explorer who blazed trails through the Appalachian Mountains and into Kentucky. Born in 1734, Boone became famous for his expert hunting and survival skills, as well as his role in establishing the Wilderness Road, a trail that facilitated westward migration through the Cumberland Gap.

After serving as a militia officer during the Revolutionary War, he was briefly taken in by the Shawnees in the Northeastern Woodlands. After a few years, he returned and continued to help protect the Kentucky settlements.

8

Buffalo Bill

Image: Judy Beth Morris

William Frederick "Buffalo Bill" Cody was a legendary figure of the American West, known for his Wild West shows that toured the United States and Europe. Born in 1846, Cody was a skilled buffalo hunter, Army scout, and showman who brought cowboy skills and frontier life to audiences worldwide.

He earned his nickname after the Civil War by providing Kansas Pacific Railroad workers with buffalo meat, hunting record numbers of the animal. He even engaged in hunting competitions with his partner, Bill Comstock. His legendary figure has been frequently portrayed in film and television, especially during the height of the Western genre in the 1960s.

9

Wild Bill Hickok

Image: Pablò

James Butler Hickok, famously known as Wild Bill Hickok, was a legendary figure of the American Old West. Born in 1837, Hickok gained fame as a skilled marksman, gambler, and lawman.

Though his exploits were certainly exaggerated by the outlandish tales he told about himself, he was involved in several notorious gunfights during his life. Most notably, he dueled with Davis Tutt, a local gambler with whom he had various disagreements, particularly over their mutual affection for the same woman.

10

John Henry

Image: Lucio Patone

John Henry was a legendary steel-driving man whose man-against-machine tale epitomized the strength and resilience of the American worker. An African American freedman, his dangerous job involved hammering steel drills into rocks to create holes for explosives used to blast open railroad tunnels.

According to the legend, John Henry's prowess was tested in a race against a steam-powered drill. He won the race but tragically died after victory, hammer in hand when his heart gave out from the immense physical stress.

1

The Roaring Twenties

Image: Carrie Borden

We’ll begin with one of the first fads invented right here in America. The 1920s in America were characterized by a period of prosperity and well-being that resulted in a dynamic and distinct cultural rise in major American metropolises. There’s a reason why this period was known as "The Roaring 20s": It signified an upheaval in American music, arts, and fashion.

The 20s saw the birth of avant-garde art forms like jazz music, as well as groundbreaking novels by authors like F. Scott Fitzgerald and Ernest Hemingway. This era is also remembered for the surge of the "Flapper" subculture: Modern, young women with a more carefree attitude toward entertainment.

2

Pin-up models

Image: Florida Memory

Who do you think about whenever you think of the word "pin-up model"? Chances are your answer is Marilyn Monroe or Betty Grable : After all, they both got their start as pin-up models, portrayed in thousands of mass-produced photographs. However, these actresses helped cement the notion of what defines a pin-up model, now considered to be an essential icon in American pop culture history.

Pin-ups defined the aesthetic of an entire period, present in everything from movies to advertisements. Not only that, pin-up models were often depicted on the side of American fighter planes during World War 2, helping raise the morale of our troops.

3

Greasers

Image: Sümeyye Candan

Although the word "greaser" definitively got its start as a derogatory term for this subculture, it ended up being the name of one of America’s most beloved periods. The 1950s are still revered as a golden age by millions of Americans, particularly because of the surge of many icons that make our country so wonderful: Things like Cadillacs, Rock N’ Roll music, and soda fountains were all born in this era.

In that sense, the "Greaser" look was heavily influenced by musicians and actors like Elvis Presley and James Dean . Greasers would showcase their fast motorcycles, stylish hairstyles, and leather jackets wherever they went. By the 1970s, this style was so well-known that it provided the basis of one of America’s favorite TV characters: Fonzie, perhaps now considered the quintessential greaser.

4

The Hippie movement

Image: Jamie Street

The Hippie movement is synonymous with 1960s America: This subculture influenced almost every art form during this period, from music to television, film, and literature. While it is nowadays mostly looked at as an aesthetic or cultural movement, the influence of hippies in American politics and society shouldn’t be overlooked.

Perhaps the biggest representatives of the hippie movement are those groundbreaking bands and musicians aligned with this movement, like Jimi Hendrix, Janis Joplin, or Jefferson Airplane. Hippies were also characterized by their groundbreaking fashion, which featured bell-bottom jeans, sunglasses, and colorful shirts.

5

Beatnik movement

Image: Pereanu Sebastian

Speaking of hippies, let’s take a little detour and focus on an American artistic movement that laid the foundation from which the hippie movement emerged. Much like with "greaser," the term "beatnik" was first coined as an insult, aimed at followers of the "Beat Generation," a literary movement that included names like Jack Kerouac or William S. Burroughs.

The beatnik subculture had a defining image, often exaggerated by detractors: Think about the caricature of a modern poet, complete with a black turtleneck, beret, and bongos, and you’ll be thinking about a stereotypical beatnik. Regardless, historians believe that the term "hippie" comes from "hipsters," which is a term first used to describe the beatnik subculture.

6

The 80s

Image: Eric Nopanen

Fashion during the 1980s can be best summed up by this phrase from Charles Dickens's "A Tale of Two Cities": "It was the best of times, it was the worst of times." While it can’t be denied that this decade brought forward groundbreaking styles to music, films, and culture, it should also be noted that some of these changes were extreme, to say the least. At the end of the day, whether the 80s were good or bad will ultimately depend on who you are asking.

Personally, we would like to focus on those 80s things that we absolutely love: Things like synthesizer music, mullet hairstyles, and neon-bright clothing. This decade was also the birthplace of several subcultures, including the post-punk, preppy, and new-wave movements.

7

The 90s

Image: Panos Sakalakis

If the 70s and 80s were characterized by their loud and flamboyant styles, the 90s were defined by a more minimalist approach: Bands like Nirvana or Pearl Jam helped promote the "grunge" aesthetic, which featured simple items of clothing like jeans, flannel shirts or hoodies.

Although definitively minimalist, the 90s were also the birthplace of subcultures like the goth movement. During this era, numerous extreme sports like skateboarding gained popularity, in line with this decade’s alternative outlook on culture.

8

Disco

Image: Dustin Tramel

Ready to dance "The Hustle"? The late 60s and early 70s were determined by the emergence of one of America’s most remembered subcultures. While disco music first appeared in New York City and Philadelphia, it quickly swept over the nation: Think of a tornado filled with disco balls, roller skates, and nightclubs, and you might be able to paint a picture of how influential this subculture was.

Although disco got its start in iconic nightclubs like Studio 54, it soon expanded to other mediums like movies and television. Most notably, shows like "Soul Train" helped promote this genre’s appeal, while films like "Saturday Night Fever" cemented the ultimate aesthetic of the disco subculture.

9

Digital age

Image: Xiong Yan

We have now arrived at our modern times ! The advent of the internet represented such a groundbreaking innovation in our everyday lives that it stands to reason that the digital age also influenced many of our fads and movements. The late 2000s and early 2010s were determined by this new massive access to information, which completely changed the way we consume culture and entertainment.

In that sense, this new, instant way to share information immediately meant that culture was now not only limited to geographical locations: Your favorite band or fashion icon could easily live on the other side of the world. This cultural exchange resulted in a rich and diverse movement, which is still developing to this very day.

10

All those wonderful memories…

Image: COSMOH LOVE

We have reserved the final entry on this list for the many objects that defined each of these decades. It is sometimes easier to picture an era through a specific item: Think about the 50s and their timeless jukeboxes, or the 90s and the above-mentioned flannel shirts.

In that sense, we have selected a few of our top picks. Some, like the Hula Hoop or the Frisbee, have truly transcended time: Although they were created decades ago, they are still thoroughly enjoyed by children and adults alike. Time hasn’t been that kind with others, though, like with the now practically extinct Tamagotchi. This digital pet was all the rage during the late 90s and early 2000s, but it ultimately fell into obscurity thanks to other digital mediums.

1

I’m lovin’ it

McDonald’s tapped into the 2003 zeitgeist with its slogan "I’m lovin’ it," one of its most enduring campaigns. It also has a catchy tune originally produced by Pharrell Williams, and Justin Timberlake was paid millions to sing the first radio edit and make it cool.

The catchphrase hits home because it focuses on happy emotions we can all relate to. The active grammar of "I’m lovin it", instead of the passive "I love it", implies an ongoing pleasurable experience, not just one isolated bite .

2

Just do it

How many times have we renewed our New Year’s resolutions, promised to start going to the gym, or get outdoors as soon as spring arrives? But actualizing our ambitions isn't as easy as it sounds.

That’s exactly what Nike captured so well in its iconic slogan, "Just do it", because it motivates action, inspiring a resilient and go-getter attitude. But the origin story is darker than most people know. It was Gary Gilmore, a convicted murderer, who uttered the words "Let’s do it" before his execution in 1977 . Advertising executive Dan Weiden later said that that blunt line inspired the slogan.

3

Maybe she's born with it, maybe it's Maybelline

It’s natural to wonder about the beauty secrets of celebs or people we know. They could be genetics, a healthy lifestyle, or a skin-care routine. Whatever it may be, when we admire someone’s look, we want to find out how they do it.

That’s why this slogan, introduced in the 1990s by the cosmetic brand, works so well. It cleverly leaves room for doubt: maybe it’s natural beauty, or maybe it’s the product . Either way, it connects directly to the desire for effortless, flawless beauty.

4

Think different

Who hasn’t felt different at some point? And being different is often perceived as a negative. Apple flipped the idea, asserting that those who don’t fit in are the ones who change the world ; they are the true visionaries, the rebels and the geniuses.

This two-word slogan, "Think different", used by Apple from 2002 to 2007 and created by art director Craig Tanimoto, appeals not just to what you buy, but to who you become by buying it . The audacious campaign even invoked such history-making icons as Albert Einstein and Martin Luther King Jr. It’s also believed to be a response to IBM’s "Think," adding boldness by even breaking grammar rules (since "Think differently" would be technically correct).

5

Like a good neighbor, State Farm is there

Have you ever run out of sugar and knocked on your neighbor's door? Or has a neighbor fed your cat when you’re away? At the end of the day, everyone wants a good neighbor .

State Farm, one of the largest insurance companies in the U.S., turned a faceless corporation into a helpful friend next door through this jingle, created by Barry Manilow in 1971. It is still widely used today, alongside the "Jake from State Farm" character.

6

Have it your way

Wanting things our way is one of the most universal human desires. But from a young age, we’re taught the opposite: that not everything can go our way and we need to adapt.

Burger King promises the opposite: at this eatery, you can "Have it your way" . Introduced in 1974, it emphasizes customization by letting customers choose their toppings and make the burger their own; turning it into a promise of choice, like no pickles or extra sauce. Here, at least, buyers are the boss.

7

Built Ford Tough

When it comes to vehicles, durability matters, especially over long distances, in tough conditions, and through unpredictable weather.

That’s why this slogan, introduced in 1979 for the Ford F-series, was so effective. It highlights endurance and reliability, while elevating the brand to a whole new level of toughness , asserting that Ford stands out from the rest.

8

Melts in your mouth, not in your hands

Even if we’re not that hungry, thinking of our favorite treats can make our mouths water. This slogan is a good play on this reaction, although its origin is unexpected.

"Melts in your mouth, not in your hands" is the 1954 catchphrase promoting M&M’s candy-coated chocolates. The outer shell is what keeps it from melting, letting you enjoy it without the sticky mess. Reportedly, it was during the Spanish Civil War (1936 -1939) that the creator, Forrest Mars, saw soldiers eating a chocolate pellet that wouldn’t melt in the heat. In fact, during World War II, M&M’s were sold exclusively to the US military for this reason .

9

Don't leave home without it

Getting ready to head out the door is no simple task. Even today, we double-check essentials like keys, wallets, and more.

American Express made a fantastic play on this in its 1975 slogan, first coined by advertising legend David Ogilvy for traveler's checks. Although at first glance it’s simple travel advice, it subtly suggests worldliness, wealth, safety, and security; ultimately making people feel that traveling without the card is simply a bad idea .

10

Can you hear me now?

How many times have you asked this during a call, a Zoom, or a FaceTime? A bad connection leads to poor communication, and Verizon turned that frustration into a memorable message.

Launched in 2002, "Can you hear me now?" reminds us of all the times we’ve asked this question when trying to talk with someone, highlighting signal reliability over cheaper plans. The actor Paul Marcarelli was featured in various locations across the country yelling the question and, after a pause, saying, "Good" . The catchphrase and Marcarelli became so well known that people would shout it at him in real life, and, allegedly, even at his grandmother's funeral.