Abstract

The paper tests the Advance Australia National Flag in the context of an extended visual identity program. The colonial flag system used by the Britain to brand its empire has provided an insight into the possible implementation of any new Australian flag design. The flag of the colonising country assumes a position of dominance in the canton or first quarter. The individual symbol or badge of the colony is then positioned in the field (prominent back ground colour) of the flag. If it is important for Australia to retain its state flags then any new Australian flag design should consider the Commonwealth’s requirement for supporting ensigns. Few new Australian flag designs have considered this issue. Most have been designed as stand alone national flags without consideration of an extended visual identity. In this proposal supporting ensigns have been re-designed to comply with standards based on the new national flag design. They include ensigns for the Australian states and territories, mercantile shipping, civil aviation and the national defence institutions. The paper recommends the retention of current indigenous flags including the Aboriginal, Torres Strait and Reconciliation flags. It will also recommend the addition of an Australian army and a national sporting ensign. This vexillological project is primarily an exercise in corporate identity and brand management. However as with any brand its design is only as good as the company or in this case the country it represents.

COinS
 
Nov 17th, 12:00 AM

The Big Brand: Designing A National Identity System. A New Australian Flag and Supporting Ensigns.

The paper tests the Advance Australia National Flag in the context of an extended visual identity program. The colonial flag system used by the Britain to brand its empire has provided an insight into the possible implementation of any new Australian flag design. The flag of the colonising country assumes a position of dominance in the canton or first quarter. The individual symbol or badge of the colony is then positioned in the field (prominent back ground colour) of the flag. If it is important for Australia to retain its state flags then any new Australian flag design should consider the Commonwealth’s requirement for supporting ensigns. Few new Australian flag designs have considered this issue. Most have been designed as stand alone national flags without consideration of an extended visual identity. In this proposal supporting ensigns have been re-designed to comply with standards based on the new national flag design. They include ensigns for the Australian states and territories, mercantile shipping, civil aviation and the national defence institutions. The paper recommends the retention of current indigenous flags including the Aboriginal, Torres Strait and Reconciliation flags. It will also recommend the addition of an Australian army and a national sporting ensign. This vexillological project is primarily an exercise in corporate identity and brand management. However as with any brand its design is only as good as the company or in this case the country it represents.

 

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