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American Flag or Corporate Logo?
By Thomas D. Segel
September 5, 2002

If you will think back a little more than one year and remember the landscape of that time, you will understand these observations. Prior to the terrorist attacks of September 11, 2001, finding the American Flag in a local store could be a difficult task. Today you can find flags available in malls, supermarkets, and the local convenience store, through catalogs and on the Internet.

American flags may be purchased in any size and on any material from silk to ceramic. In some ways this is very good, but the commercialization of our flag has also brought about some very unacceptable merchandise.

A review of store shelves, a vast collection of mail order catalogs and a large listing of Internet sites has brought about the realization that the American Flag now is sold in many forms. There is every imaginable sized flag for display. There are also American Flag decals, bumper stickers, pins and buttons.

It would not be America if we didn't have the flag on our T-Shirts and caps. There are also American Flag shirts, scarves, jackets and even pants. In this country it is expected one would see the American Flag license plate or even the American Flag parking sign.

From this point on the commercialization of flag items gets a little weird. You may purchase American Flag shoe covers, bucket and dish covers, candles, playing cards and rubber stamps. There are American Flag floor mats, rugs, blankets and throws. How about a new American Flag soccer ball, Frisbee, beer cooler, bowling bag or set of golf balls?

If the house needs to take on a more patriotic look, there are American Flag tablecloths, magnets, tea sets and coffee mugs, along with photo albums, clocks, and wall hangings.

One interesting thing noted on the Internet was... even though most companies sold flag products in various strange formats. Most of them also sold books about Flag Etiquette, Standards and Respect.

A quick review of those books will inform the reader we have a Flag Code, which formalizes and unifies the traditional ways in which we give respect to the flag. It also contains specific instructions on how the flag is not to be used.

Some of the instructions are to never dip the flag to any person or thing. You should also never fly the flag upside down, unless it is being used as a distress signal.

The flag should never be used as a drapery or to cover such things as a desk or speakers podium. It should never be used as a general decoration.

The flag should never be used for any advertising purpose. It should not be imprinted on such things as cushions, handkerchiefs, napkins, boxes, or on any items which are intended to be discarded after temporary use.

The flag should not be used as part of a costume or athletic uniform, except that military personnel, policemen, fire fighters, and members of patriotic organizations may wear a flag patch.

One of the important standards of etiquette is... the flag should never have placed on it, or attached to it, any mark, insignia, letter, work, number, figure, or drawing of any kind. Still, many companies are offering for sale to the public, the American Flag containing a large imprint of the "American Eagle", "the Statue of Liberty", "Our Fruited Plain" and even the "Twin Towers of New York."

In corporate America, the zeal and enterprise used to increase a profit line can often out distance common sense. That is why the standards of patriotic conduct related to use of the flag are often ignored. Sadly, the American public remains unaware of these same rules and standards.

So, they continue purchasing inflatable American Flag coolers, American Flag beach towels, American Flag lawn furniture, mouse pads and computer covers. Again the question needs to be asked. Does the American Flag continue to be the symbol of a great nation... or has it taken on the status of a corporate logo, similar to the Nike slash?