Britannia Waves the Rules

In this year of many UK centric celebrations (be it the Olympics or the Jubilee) it is hard to ignore the graphical patriotic fervour. Flags, bunting and party hats abound and despite being brand spankingly new – all looking like they’ve been dragged from the depths of a dusty box that last saw the light of day when another generation considered a street party to be the height of entertainment.

It is important that a Country and it’s inhabitants have an identity which fosters a sense of pride and well-being but I’m beginning to think that UK Plc is in desperate need of some rebranding.

I would hazard a guess that if the top branding and media companies in the UK were commissioned to generate a standard for Grand Britannia it would not be so simplistic as to take the flags of the Countries and principalities that make up the United Kingdom and just overlay them… Hence the lopsided Union Jack flag… and yes it does have a top and a bottom. The flag is seen not only as a symbol of unity but also an expression of diversity, a coming together of 3 very distinct nations, England, Scotland and Northern Ireland. The Welsh dragon was not incorporated into the Union Flag because Wales had already been united to England when the first version of the Union Flag was designed in 1606… History lesson over… So why is branding crucial in the success of a product be it a toothbrush, interior or indeed, Country?

The sense of pride and belonging has already been mentioned and the ability to visually identify the desired entity at speed and without much conscious thought is all paramount in the success of a brand. But what could we select as an image that is quintessentially British and graphically represents us as a nation? Well we are known for and love our grub, so how about the Sunday roast, bangers and mash, fish and chips, cream teas or pork pies and picnics. Perhaps the humble cup of tea? Actually the curry probably better represents us as a nation now and its not really the stirring stuff to inspire blind faith as you roar into battle.

We’re renowned for music but that’s so subjective a topic just who or what would adorn the fabric? We are a multicultural nation, referred to as a nation of pet lovers, a green and pleasant land, a nation that knows the way to queue, a nation of shoppers, twin set and pearls, tweed jackets… actually a tweed flag would be cool. How about tweed one side and pin stripes the other? Hmm, So far we have a tweed background with a family sat eating a curry with a cat and dog in attendance… not much of a flag is it?

It needs something altogether more punchy, more graphical perhaps with a nod to the past. Perhaps a Baroque sequinned motif on a black background, very fashionable right now but an image I suspect would ultimately look like a flying picture frame. Tribal tattoos? Nope they’ve had their day. Iconic James Bond shot or a Peter Blake Multi person mosaic image? The mighty oak? No.

Perhaps it is the flag itself that has had it’s day. Surely with all the graphic bombardment we suffer in every environment and in every form of media any of the ridiculous ideas above would be lost in a sensory sea of images. Perhaps the solution is not a flag perhaps its something far more of the times. We could have the first national lenticular flag. At least it would seem to move even when the winds not blowing, no more sad limp uninspiring flaccid banners hanging impotent against a pole. We could replace it with something functional and more representative, how about we replace the flag with shiny spinning windmills or umbrellas?

Maybe that’s the key, the flag should represent what we would want to be and not focus on tradition which let’s be honest came about by us trampling on a lot of people to attain. A friendly hand shake or a ring of multi-coloured people holding hands would denote that to a point but its far too corny in a clip art kind of way. No my monies on following the lead of the emerging nations. Bright colours, simple cheery shapes something altogether more up lifting. I’m going for something we as a nation all hope for everyday of our lives. It’s got to be sunny skies with a bright shining sun in the corner of an azure flag. Where ever you would turn you would see a bright sun in the sky and you know how happy you feel about that.