What is a ‘logo’ worth in economic value? What does a logo say about a brand, more importantly, about your brand? What would you do to defend your own? Or would you defend it at all?
The first question is easy to answer with a simple Internet search on the value of a company a logo represents. Stock Analysis On Net, a NYSE service, report Nike’s Swoosh is worth a net profit of $2.7 million in net profit in the year ending May 31, 2018. Disney’s logos represent a $165 million company and Netflix has grown to challenge that at $158 million.
Wikipedia* reports “The Swoosh is the logo of American athletic shoe and clothing manufacturer Nike. Today, it has become one of the most recognizable brand logos in the world, and the most profitable, having a worth of $26 billion alone.” Beyond the theme parks world-wide, Disney means cruising the ocean on a family and adult vacations, an 80-year legacy of family entertainment, arguably the most popular television broadcast network (ABC), and generally an all-round good feeling about ourselves and our lives. Disney’s logo invokes dreams. Netflix’s logo represents bringing those dreams and more from other artists directly into our homes, onto our computers and every portable device we carry in this ‘connected’ world.
There is another logo I mean to discuss. This logo represents more than Nike and Disney and Netflix could ever dream of upholding. I mean our country’s logo, the National Ensign, Old Glory, the Stars-and-Stripes. I mean our flag. It represents all of us, in our work and in our dreams. It represents an ideal of the freedom to chose one’s way of life. It represents the ideal of honoring the men and women we stand next to day-by-day to do our work, work that continues to build the nation. The concepts of that ideal are embodied in the poetry of “Give me your tired, your poor, your wretched refuse…. I hold my lamp beside the golden door.” The ideal is embodied in a Declaration, “We hold these truths to be self-evident, that all men are created equal…”. The ideal is embodied in songs. “My Country ’tis of Thee, sweet land of Liberty…”, “God Bless America, land that I love…”, “This land is your land, this land is my land,…” and not the least which is our National Anthem, which constantly asks the question “Oh, say, can you see…” that flag still flying through all the turmoil and tumult of the day? How do we answer the Anthem’s question today?
A hundred years ago we taught our children in our public schools to stand and pledge allegiance to this flag as a core to helping them learn how it represents the ideals of our nation and every citizen of our nation, of how it is a beacon of hope to millions around the world. A hundred years ago, the entertainment mecca of Broadway was filled with songs and plays by George Cohan celebrating the flag and the ideals it represents. Twenty years ago, we stopped teaching our children to stand and pledge their allegiance, something about a multi-cultural society and offending non-citizens. Something about protesting injustice and bigotry in our country. We allowed, by court order in some places, our ‘brand’ to be denigrated. Today, that generation is kneeling to protest the ideals the ‘logo’ represents.
There are other ways and means to protest injustices and imperfections we suffer as a nation in not reaching our goals. Rosa Parks showed us a way. The hippies showed us a way with sit-ins. The million-man march showed us a way. We have ways of arguing against the wrongs we perceive. Our own people have burned our flag, continue to kneel during our national anthem, spread feces upon it and made for others to stand on it in the name of ‘art’. Doing harm to our flag is akin to stabbing ourselves with a knife. We do harm to those it is intended to honor. We do harm only to ourselves.
The Judeo-Christian religion presents this principle in Jeremiah (29:7) “See the welfare of the city to which I have exiled you: pray for it to the Lord, for upon its welfare your own depends.” Shall we see to the welfare of our nation by defending its logo? What would you do if your brand was damaged? What would you do if your logo was abused, its copyright infringed upon? Then, what will you do to improve, protect, and defend our flag? I humbly suggest we begin by proudly displaying it, and by writing to and speaking to our school boards to reinstate honoring it in the classrooms.
One last question. Who would bend a knee in protest when seeing the Stars-and-Stripes raised over the remnants of the twin towers that were once the World Trade Center in New York City?
*Wikipedia had and may still have a reputation as unreliable. I believe it has corrected the original difficulties of overwriting by pundits of any cause and is now as reliable as any resource for general information and knowledge, and as such resources,deserves to be cross-checked just the same.