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It’s not ugly (it reminds me of British Airways, if anything), but there’s a loud, post-Brexit insecurity to the prevalence of the flag. At least they ditched the Tory-era plan to redraw the BR arrow logo in the style of the cross on the Union Jack (though maybe Farage will revive it to distract from whatever looting his goons will be doing).
What's insecure about using the British flag on a British state owned railway?
We already know what country we're in.
Whats it communicating? State ownership?
Any idiot can use the union jack in a logo. And they do.
I dont entirely hate it and theres an argument the state should make the flag mean something by using it. I just dont think they can.
Any trust and brand awareness they build up can be undermined immediately by someone using almost identical branding to sell soggy cardboard sandwiches outside the station.