As we found in our last blog, the language of Britishness is difficult to pin down. In comparison to benchmarks of national branding such as Brazil, Bahamas and Spain, our current representations fall short.
Interestingly each of these countries uses abstract colours and shapes to express national character, rather than using a flag or icon. This week we consider how British character could be expressed in the same way, with reference to brands that have taken evocative stances on Britishness.
Perhaps unsurprisingly, these brands can also be grouped in terms of three prominent national characteristics.
1) Authentic and earthy. Graphics are colourful, deep, rich and busy but above all honest.
2) Smart and bold. As could be expected from these quintessentially British brands, their message is simple, clean, candid, and to-the-point.
3) Eccentric and self-deprecating. While being arguably the most sophisticated, these designs use humour to avoid taking themselves too seriously.
All these brands seem to capture Britishness in a more evocative way than David Cameron's recently unveiled 'GREAT...' campaign or the Olympics logo.
What agency wouldn't love the chance to do our country justice?
