5. Context

Flags are constantly redrawn and reinterpreted. They must be easily read when small or at a distance, and they’re often seen together, so should look like a flag, not a pictogram. This is where our designs get really interesting. How do they look when they’re out being used in the world? Do the previous 4 guidelines in theory, make the design better in context?

Let’s see…

Silver Fern (Black, White and Blue)

It we start with the top row centre image, we see our flag flying as if we were looking at it from the other side, it’s spun around the flag pole and has been reflected. This means that our design has been reversed, and in this case the asymmetry of all the elements has meant that the fern reads awkwardly. It doesn’t really read as it should. In the next image across we see the flag limp against the flag pole, on a windless day. Of course it’s difficult to read a flag when it’s like this, but it is a very common situation for it to be in, and that’s just another reason why pictogram styles don’t work very well in flag designs. All of the fern is lost here, and because that is the largest recognisable motif in the design, that works negatively for it in this situation.

On the bottom row far left we can see our flag flying amongst other national flags at the UN building. In between the flag of Argentina and The Netherlands is looks horribly cluttered. The design is busy and the colour palette is moody. Next across we see a small version on a travellers backpack. Flags should always be scalable, for moments like this, and for when viewing them at a distance. This design shows how the loss of detail at small sizes takes away from the impact of a flag; we can’t see the stars and it’s difficult to make out the detail of the fern. Lastly we see someone flying the flag at an event. The flag retains integrity here, but remember, when the person waves the flag back and forth, it’s going to be flipping over and over and be seen constantly reflected, which we’ve already discovered, for this design, is bad.

I’m giving this design 0 out of 5 for Context.

Red Peak

Here we really start to see why the previous guidelines are so important. The simplicity and symmetry of this flag means when it’s reflected on the flag pole it retains its readability perfectly. When it’s limp against the flag pole the colour legibility is in tact and there are no icon to be lost. Amongst other national flags it looks like a national flag, and compared to the others has a strikingly bold and confident motif. The small patch on the backpack shows us how well it reduces, maintaining full legibility even at that size. And the flying flag at the event is clear and will remain that way while being flown. This is a perfect example of why these guidelines are the way they are. It’s not about icons, pictures, national symbols — it’s simplicity and clarity that forms the basis for national identity, of which flags are only one part. “Flags are constantly redrawn and reinterpreted” — and we’ve already seen Red Peak inspire people to do just that — here.

I’m giving this design 5 out of 5 for Context.

Koru

Despite some earlier discrepancies, at first glance this design seems to hold up well in context. Reflected, the Koru swirl holds true. The beautifully simple colour palette means that when the flag is limp, and the swirl is lost, it could remain readable. In amongst the other flags the palette is striking, although the swirl does look pretty weird. The scalability of the swirl is, surprisingly, actually pretty good, we can still see the distinct shape of the swirl in that patch. And flying at the event it looks great too.

I’m giving this design 4 out of 5 for Context, because everything works well, but at the end of the day, sorry, but that Koru swirl is just too whacky for a flag design. Mind control anyone?

Silver Fern (Black & White) .

When we reflect this design, it actually holds up reasonably well, despite its complex nature. Limp against the pole the colour palette holds true, but bits of that fern make it a little more complicated, and makes it look like a bit of a mistake. Amongst other flags, again, the palette is striking, yet the pictogram looks out of place. Perhaps the bold black and white palette was the answer here, but the reduction still manages to maintain some readability despite the complexity of the fern. The flag flying at the event also holds true, and the reflection won’t be too drastic.

I’m giving this design 3 out of 5 for Context, because while the simplified colour palette does do this design a lot of favours, the complexity of the fern is inescapable.

Silver Fern (Red, White and Blue)

Context shows why this design is better than its Black, White and Blue equivalent. No, it doesn’t reflect well, hang well, nor does it sit well with others, and the details are all but lost when it’s small, but the colour palette does slightly improve how it works in each of these cases, and we get the sense that a stronger identity could evolve from this.

I’m giving this design 1 out of 5 for Context, because although it is the same design, the colour palette sets it above its Black and Blue brother.