Welcome back, Union Jack!

| September 11, 2012

One of the biggest things 2012’s orgy of celebration and sport has done for us is snatch the good old Union Jack brand, the very essence of britishness, from the sweaty paws of the far Right. 

If I’d flown a Union Jack outside our place last summer, I’d have looked like a member of the BNP. This year, thanks to the Olympics, Paralympics, Jubilee and royal wedding,  it belongs to the people again and we’re free to use our national flag as we wish without feeling weird about it.

Not that I’m hugely nationalistic or patriotic. But in a marketing and brand context, the flag is brilliant shorthand for a hard-to-pin-down concept that otherwise takes an awful lot of carefully-crafted words to express: Britishness.

So it does the spirit good to see people with flag-covered fingernails, shirts, shorts, pens, phone covers, t shirts, laptop decor, posters, watches and notebooks. Welcome back, Union Jack!

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By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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