Britology Watch: Deconstructing \’British Values\’

25 July 2008

The Re-branded Saltire, And the Football Kits Of Scotland and England

I didn’t realise, till I looked into it, that the blue background colour of the Saltire – Scotland’s national flag – had beenĀ officially changed in 2003 by the Scottish Executive, as it was then. Well, not changed, exactly; more, standardised.

I’d noticed in pictures of the flag at football matches, SNP photo opportunities, and on car badges that a lighter blue colour seemed to be being adopted than what I had always regarded as the proper blue for the flag: a dark navy, as seen on the Scottish football and rugby team shirts. I assumed this was simply because this is a more popular shade of blue nowadays than traditional navy or royal blues. In this, it was akin to examples of corporate re-branding where companies adopt more universally appealing colours for their logo for marketing purposes. An example of this was a re-branding exercise carried out by the electronics firm Philips a few years ago, where they replaced the traditional royal blue colour of their logo with a lighter, brighter tint that is, in fact, rather similar to the new official colour for the saltire. (See Philips’ website to have a look at their logo.)

In some respects, the change in colour for the Saltire could indeed be described as a marketing exercise, the primary beneficiary of which was the SNP. The blue colour concerned – technically called ‘pantone 300’, which you can see here – is thought to have more universal appeal than traditional navy or royal blues, which are perceived as too masculine and (by that token?) dull. Lighter, brighter and softer blues are said to be more attractive to women (while not being perceived by men as ‘too’ feminine and therefore putting them off), which means that products marketed or packaged with these colours can be aimed at women as well as men, or at women exclusively.

Now, far be it from me to impugn the masculinity of the Scottish male by implying that Scotland has traded in a properly masculine blue for an ‘effeminate’ shade on its national flag. But – and you knew that was coming! – would Scottish football and rugby fans be happy to see their national teams wearing pantone 300 instead of their traditional deep, dark blue, which you can see in the background colour on the Scottish FA’s website.

Well, maybe some fans would have no qualms about a kit change – not just the women fans! After all, colours similar to pantone 300 are used for many football teams, such as Chelsea and Everton in the English Premier League. I guess a decisive factor would be how nationalistically minded the fans in question were, with more pro-Union Scots being perhaps less willing to make the change; although it has to be said that Glasgow Rangers (traditionally associated with the unionist ‘demographic’) seems to have thrown themselves unreservedly into pantone 300 territory, to judge from their latest squad photo. But then maybe, in this case, the marketing imperative was the overriding factor!

The reason why the adoption of the new colour for the national flag (and its possible adoption by the football and rugby teams) was such a coup for Scottish nationalists is that it clearly differentiates the Scottish flag from the traditional version of it that was incorporated into the Union Flag (which uses a darker blue, between royal and navy: pantone 280 if you’re interested). This means that my previous idea of creating country-specific versions of the Union Flag that have the national flags as ‘inserts’ in the top-left-hand quadrant wouldn’t really work very well in the case of Scotland: you’d be using two different shades of blue, and the visual impression would be a bit of a mess.

Does this mean that we should change the blue colour used in the Union Flag to pantone 300 in order to demonstrate a will to keep Scotland in the Union? Well, I haven’t seen Gordon Brown rushing to suggest this, thereby proving his alleged Scottish patriotism at the same time as sticking up for the Union, by ensuring that Scotland’s colours remained nailed to the UK mast. Maybe pantone 300 would look just a bit, well, effeminate combined with the red and white of the Union Jack! But really, suggesting that we should amend the Union Flag to better incorporate the re-branded Saltire is just as daft as the notion that the UK’s flag should include an explicit symbol for Wales, such as the red dragon or the yellow-cross-on-black-background of St. David. The whole point of the Union Flag, supposedly, is that it is the emblem of a unitary state and therefore is a self-sufficient symbol, showing the incorporation at a given moment of history of three nations (Wales being at that time part of the Kingdom of England) into a United Kingdom. Wanting to change things now to better bring out the individual symbols of the four nations is in fact to demonstrate that that Union is breaking down.

Which shouldn’t really, and doesn’t, bother an English nationalist such as me. But this is only to bring out the point that it really was quite a clever marketing ploy on the part of nationalist backers of the Saltire’s colour change to make sure that it was in fact clearly differentiated – separated out from – the blue of the Union Flag.

But what are the implications for England? Well, from a nationalist perspective, it would be satisfying to see the Scots adopting the lighter blue now used on their flag for their sporting kits. I’m assuming that the Scots are more likely to take the lead in this matter, as they did in ‘unilaterally’ differentiating their flag colour without considering (or while very much considering) the implications for the Union Flag. If the Scots made this change, then it would give us English the licence, as it were, to get rid of the Union blue we’ve so far retained for our football kit: the blue shorts of the home colours, which pick up the blue in the Union Flag and, hence, the blue of Scotland. If Scotland were to adopt a new kit colour that was unambiguously that of their national flag, not that of the Union Flag, then we English can do the same without any pangs of misplaced guilt.

The England football team could then play in all white with red trim as its home colours, just as the rugby team does: properly reflecting the white and red of the Flag of St. George. These would be colours our overpaid and jaded players could hopefully wear with renewed pride, as they’d be representing a nation that was clearly marking itself out as a nation distinct from the UK, whose colours England has played under hitherto.

Throw in Jerusalem as the national anthem, and we’d be half-way to self-rule!

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