The Nazi Brand: The unapologetically excessive use of the Swastika

The Swastika was the most influential and successful aspect of the Nazi ‘brand’, and Hitler knew he had to get the design perfect - much Nazi design “either Hitler designed himself or had a hand in designing” (Heller, 2008), and the Swastika was no exception. He justifies the final form of the Nazi flag by stating that the “red expressed the social thought underlying the movement; white, the national thought, and the swastika signified the struggle for the victory of  Aryan mankind and at the same time the triumph of the ideal of creative work which is in itself Anti-Semitic’” (Heller, 2008). After its creation and unveiling, Hitler ensured that the Swastika was not put to waste - it was used to the extent that it became an ever-present symbol of Nazi values; it was everywhere, and in unapologetic excessiveness. It could be found hanging from buildings, on uniforms and vehicles, at rallies and shows of force, and on almost every piece of Nazi propaganda.  

The swastika, corrupted and stolen from history by Hitler, worked to inspire and mobilise his allies, and provoke and intimidate his enemies.