This 4th of July, it’s worth taking a moment to admire and be inspired by the U.S. Identity System (naming and design firms unknown). What lessons can we who are in the business of brand identity draw from the U.S. system?
An aspirational and inclusive identity: The system is based upon the universally desired attributes of Freedom, Justice and Equality. The system is not intended to favor, or to appeal only to any single cultural, ethnic or religious group. It is not intended to balkanize the U.S. into separate groups with interests prejudicial to others, or to allow one group to abuse other groups.
A cohesive architecture: The U.S. system allows for increasing levels of loyalty. U.S. citizens can be proud Americans, but they can also be proud citizens of Texas or California and proud citizens of Dallas or Houston and Los Angeles or San Francisco, and The Mission District or Pacific Heights. These loyalties to states, cities and neighborhoods under the United States umbrella provides plenty of room for individual identities within a collective identity. In addition, we benefit from the cultural contributions of African Americans, Italian Americans, Irish Americans Hispanic Americans, Gay Americans, Catholic Americans, Muslim Americans, Jewish Americans, Native Americans, liberal Americans and conservative Americans and many more. Large companies with dispersed operations, multiple products and diverse customers should hope to achieve such a cohesive yet diverse and vibrant identity.
Unique and evocative naming: The names of U.S. states provide a rich tapestry of stunningly beautiful and unique names. How could names be more wonderful than: California, Texas, Arizona, Montana, Oklahoma, Colorado and Alaska? The uniqueness and beauty of these names stand as a mighty challenge to those in the business of naming companies, divisions and products.
Clarity of purpose: The U.S. also has major Divisions, and each has a clear and powerful mandate: Justice, Energy, State, Treasury, Budget, Agriculture, Commerce, Trade, Small Business, Labor, Health, Veterans, Housing, Transportation, Education, Environmental Protection, Defense, Interior and Homeland Security.
Great graphic design: The unique graphic impact and flexibility of the American flag’s stars and stripes are unlimited. There have been beautiful applications of blue fields with white stars and vertical or horizontal uses of red and white stripes and combinations of both. We have a wide range of authoritative seals and symbols (some better designed than others).
People who embody the “brand promise”: And, we must never forget the brave men and women in the U.S. Army, Navy, Marine Corps, Air Force and Coast Guard, each with its own uniforms, units, symbology and rousing anthem, who protect and defend all that we enjoy.
How did we get so lucky?