Good or Bad Design: The Controversy Surrounding Nike's New England Kit

Recently, Nike released the new England Kit, and it has sparked a considerable amount of controversy, particularly around the changes to the St. George’s Cross detail on the back. 

This has led to heated discussions among fans, designers, and branding experts alike.

The Importance of the Cross

From a brand perspective, the Cross of St. George is a crucial element of the England national team’s branding. It acts as a supporting logo to the iconic three lions. 

In the realm of branding, logos and symbols are handled with a strict set of guidelines, ensuring their integrity and consistency across all applications. 

They are symbols that fans and the public connect with deeply, often stirring a sense of pride and identity.

The Playful Take on Logos

However, the world of branding is not without its moments of playfulness. 

There are countless examples of brands releasing creative and whimsical takes on their primary or secondary logos. 

This approach can refresh a brand's image, make it more relatable, or commemorate a significant event. 

Nike, in a tweet, explained that the intention behind the change was indeed a playful take. 

They clarified that the design was inspired by the 1966 England training kit colors – the year England famously won the World Cup.

Sensitivity and Symbols

Despite the explanation, the alteration of a national flag symbol requires an extra level of sensitivity. National symbols, like cherished logos, embody a collective sentiment and history. 

Any modification, even with the best intentions, must be approached with respect and careful consideration.

The Need for Better Communication

Nike’s decision to communicate the change via a tweet fell short of addressing the sensitivity and significance of the symbol. 

A mere tweet does not suffice for such a substantial alteration. The situation demanded more than a brief social media post; it required a thoughtful and comprehensive approach.

Nike could have easily mitigated the backlash by releasing a short, creative video. Such a video could showcase the history and inspiration behind the design, providing context and insight into the thought process. 

Alternatively, sharing some behind-the-scenes shots of their designers’ process in developing the idea would have added depth and transparency.

This incident highlights the critical importance of transparency and communication between brands and the public.

When a change is made to something as significant as a national symbol, it is not just about the design but also about how the story behind the design is told.

Was It a Marketing Stunt?

Given the uproar, one cannot help but wonder if this was all part of a calculated marketing stunt. Controversy often fuels conversation, and conversation keeps a brand in the public eye. 

In an age where visibility is crucial, stirring the pot can sometimes be a deliberate strategy. 

Whether intentional or not, the result is that people are talking about the new England Kit and Nike, which in the realm of marketing, is often considered a win.

Conclusion

In conclusion, the controversy surrounding Nike’s new England Kit underscores the fine line between innovative design and respecting established symbols. 

While brands have room to play and innovate, certain elements require a higher degree of sensitivity and respect. 

This case also serves as a reminder of the power of effective communication and transparency in branding. 

Whether or not this was a marketing stunt, it has certainly achieved one of the fundamental goals of any design or branding effort: it has got people talking.