Sam Lane
Extended Practice
OUGD603
Great Britain Re-Brand
Brief / Background
Target Audience & Tone of Voice
Scotland are calling for Independence from the United Kingdom, and the vote will go ahead in 2015. The brief is to re-design the Union Jack with Scotland not in mind. This could be through Evolution of the Exsisting Flag, or complete Revolution of it. It’s important to consider the cultural relevence of the flag, and to handle it with care.
The target audience is the Great British public. It really is a massive audience to consider. It has to be appreaciated by your 12 year old rebel nephew, but also by your 90 year old Grandfather who might have one day fought a war for that flag.
Consdierations
Deliverables
It’s important to consider the cultural relevence of the flag and to keep in mind it’s history, heritage and usuage. A Kingdom’s flag is everywhere, from Politics to The Monarchy. Souvenires to World Events. It’s massively globally used and recognised so this is a huge thing to consider.
- Flag Redesign - Flag Application - Brand Campaign - Copy Writing
01/08
Extended Practice
Sam Lane
01
Reference
OUGD603
Great Britain Re-Brand
02/08
An important thing to constantly reference throughout this brief is the flags cultural and historical meaning. A Kingdom’s flag is everywhere, from Politics to The Monarchy. Souvenirs to Interior Decor to World Events. It’s massively globally used and recognised so this is a huge thing to consider. Let’s not forgot probably the most important thing to consider and probably what the flag was created for and that is Warfare, Battle and also how it looks on other countries flags (eg. Australia)
Extended Practice
Sam Lane
02
Research
OUGD603
Great Britain Re-Brand
03/08
I did quite a lot of research into existing country re-brands as well as city and place re-brands to see what had been successful (and not so successful) in the past. I recently visited Amsterdam and realised how successful the ‘iamsterdam’ brand was in making the city come to life. I felt this was something to bring into the new Great Britain Re-brand, to help change something negative into something positive, bringing the Kingdom closer together as a group. Other successful re-brand shown here are for Sweden, Canada and Colorado.
Extended Practice
Sam Lane
03
Development
OUGD603
Great Britain Re-Brand
04/08
The development of this brief was extensive and the way I started to by breaking the original creation of the flag down and seeing how it works when the Scottish Flag was removed. I also experimented with different ways of symbolising britain that didn’t use the flags such as the lion, but in the end reverted back to the original flags.
Sam Lane
04
Extended Practice
The *New Union Jack
OUGD603
Great Britain Re-Brand
05/08
The concept behind the new Union Jack is derived from dismantling the current flag and building it back from the elements we have left. As you can see in the image above, the Scottish Solitaire has been removed and replaced with the wider diagonal cross of Northern Ireland. The background colour has also been altered to red, as this is the dominant colour that makes up the flags of the remaining countries left in the Union.
Sam Lane
05
Extended Practice
Primary Campaign
OUGD603
Great Britain Re-Brand
06/08
The concept behind the campaign is a play on words around the word ‘Great’ and ‘Britain’. When I was researching, I thought it was quite funny and unique that our kingdom has the word ‘Great’ in front of it, so it felt appropriate to play on this through the promotional campaign for the re-brand. New Britain, Just as Great.
Sam Lane
06
Extended Practice
Secondary Campaign
OUGD603
Great Britain Re-Brand
The idea to create a longer serving campaign was also implemented, again, playing on the word ‘Great’. Icons, musicians, film stars, sports stars and other famous faces will be used as part of the campaign which follows specific copy writing, again playing on the fact that the kingdom is great.
07/08
I’m Great, We’re Great, It’s Great. Britain.
Sam Lane
07
Extended Practice
Colour Schemes
OUGD603
Great Britain Re-Brand
Within the brand guidelines, separate colour schemes were generated and proposed to be used for specific sectors with Britain. Shown as an example here, is the gold, silver and black tones that make up the flag and that represent Royalty and History. You can see how this would be applied within the Brand Template appropriately.
08/08