An (imaginary) rebrand fit for a Queen: a Beacon gift for the Platinum Jubilee

featured image

Hers is one of the most instantly recognisable faces in the public eye and this weekend Her Majesty The Queen is celebrating her Platinum Jubilee. But you don’t make it to 70 successful years on the throne without some carefully considered work on your branding. 

Here at Beacon, we take time to get to know our clients’ brand values and ethos, so we can create the perfect branding that feels just right. And we like to aim big, imagining our clients could be anyone and everyone. So we thought, what would we do if The Queen came knocking on our door and asked for our help with creating a new brand.

How do you begin to tackle a rebrand for a Queen? Especially one as familiar and beloved as our own? We sat down with our Creative team to imagine how – if we were ever given the chance (and hey, we can dream) we would tackle a rebranding project for The Queen. Because we can’t give her much to be able to celebrate her Platinum Jubilee, but we can give her this. So your Majesty, if you’re reading this, congratulations. Just drop us a message if you want us to make any of this a reality.

 

View this post on Instagram

 

A post shared by Nails.INC (@nailsinc)

Firstly, how do we approach tackling any brand, royalty aside? Well, we believe a company’s values and personality are at the heart of any brand creation. So that’s where we always start, so we can understand the ‘why’ that drives our clients.

Her Majesty’s ‘why’ has always been obvious: hers is a world of duty, loyalty and dedication. Even after 70 years on the throne, she still gives herself over to her sense of duty to her country. Plus we know she has a little bit of a cheeky side, she loves her horses and family, and over seven decades of regal fashion, has worn some of the most iconic outfits of any member of the Royal family. So that’s how we began. 

 

View this post on Instagram

 

A post shared by BBC (@bbc)

Next we consider the words that come to mind when you think of The Queen: regal, considered, respectful, bejewelled, floral, appropriate, colourful and, well, British. All of these influence our creative decision making. No brand is complete without a tone of voice, after all. And her brand’s tone of voice feels very distinctive.

In terms of colour palette, Her Majesty has worn pretty much every colour in the book, always perfectly coordinated with a handbag (which apparently contains a mirror, lipstick, mint lozenges and reading glasses. She’s just like the rest of us!). But for our Creative team, one colour stood out above all the others: purple. 

“Purple definitely needs to be central to her brand,” they tell us. “But also jewel tones like golds, pearl and reds. And her favourite colour is reported to be blue, so we’d create her a colour palette that had some lovely shades of blues and purples, offset with regal golds and saving the odd splash of throne red for special occasions.”

 

View this post on Instagram

 

A post shared by Last Yarn (@lastyarn)

When it comes to imagery for logos or iconography, her face is already so widely used – you just have to look inside your wallet and chances are you have a few of her looking back at you. So our Creative team decided on an alternative approach for her Jubilee rebrand.

“When I think of Her Majesty, I think of horses,” they tell us. “She’s loved horses all her life and it’s clear how much they give to her, both for relaxation and excitement, as well as her interest in breeding and racing. So I’d include horses in her rebrand designs. I think she’d like that.”

 

View this post on Instagram

 

A post shared by The Royal Family (@theroyalfamily)

There is one other iconic image we couldn’t not mention. You just have to look at anyone celebrating the jubilee and chances are you can see at least one form of Union Jack appearing. Adorning bunting, table cloths and novelty hats the country over, our humble flag has become an iconic symbol of Britishness, so it’s therefore intrinsically linked to The Queen. From a marketing standpoint, it’s a fantastic asset to have in your branding kit, because the flag isn’t licensed, so anyone can print off their own patriotic paraphernalia, without having to pay any royalties (if you’ll pardon the pun). The Union Flag has gone from something a bit embarrassing to now Cool Britannia. And we’re here for it. Plus, Her Majesty surely never gets tired of people waving them at her wherever she goes, right?

Finally, we believe in creating whole-person brands, and love to include experiential marketing in our approach. So if we were going to create a room where people could go and experience the brand that is Her Majesty, we think there are some key features it would need to have. As a soundscape, we’d create the gentle clinking of china, because no British monarch is ever far away from a meeting over a cup of tea. On the air would be the scent of florals that are native to her beloved holiday homes in Norfolk and Scotland. And the room itself would be decorated with a fabulously luxurious wallpaper, straight out of Buckingham Palace. But the only furniture would be a single bench with her walking boots on the floor next to it and her iconic oilskin coat hanging from a single wooden peg, with one of her tartan headscarves tucked into its pocket. And on the bench would be a wooden horse grooming brush alongside one of the red boxes she receives ministerial paperwork in. But when you open it, inside is a photo of her family all together. 

 

View this post on Instagram

 

A post shared by The Royal Family (@theroyalfamily)

If you’ve got a branding project you’d like to collaborate with us on, get in touch. We work with all sorts of brands across a range of industries, delivering beautiful, bold, marketing to clients throughout the world. We’re passionate about bringing stories to life, and every service we offer allows you to tell your brand’s story in a different way. From live-streamed panel events and perfectly-created print or digital designs to social media management and full marketing strategy project plans, our teams have the tools you need to execute your marketing campaigns and achieve your goals.

We’ll be the extension of your marketing team, getting to know your brand inside and out, using our industry knowledge, market research and analytical approach to fully support your marketing efforts and help you achieve results fit for a queen. 

PS. Thanks to the pupils of St Teresa’s Catholic Academy in Wokingham for their fantastic portraits of The Queen, which we walk past on our lunchbreaks every day as they are up the road from our office. When we saw them, we knew we wanted to include them in our blog post. Thanks for inspiring us with your creativity and for showing the world that you can still think innovatively, even when designing for someone who has spent over 70 years in the public eye.

 

View this post on Instagram

 

A post shared by The Royal Family (@theroyalfamily)