Robert H Myers

Roman Mars hosts “99 Percent Invisible,” a radio show/podcast about the principles of good design. In this Ted Talk, he waxes philosophical about city flags and why some get embraced. Trust me, you’ll love it.

The biggest takeaway from the talk is the intentionality required to make something beautiful. Our host covers the “rules” of flag-making and they breakdown like this:

1. Keep it simple – fine detail is out.
2. Use meaningful symbolism
3. Use 2-3 basic colors
4. No lettering or seals – you can’t read them at distance
5. Be distinctive (or be related)

These principles apply to most areas of design. But they becoming shockingly obvious when you realize what a flag is for; to be easily identifiable from hundreds of feet away (rules 1, 3, and 4). Rules 2 and 5 ensure the populace embraces the flag as their own – it tells their story.

If Seth Godin were here he’s ask “What’s it for and who is it for?” And the answer would be “For Chicagoans to recognize at a distance.”

The Chicago flag fits all these criteria. The blue stripes represent the river and the lake. The four six-pointed stars represent major events in the history of the city including its founding, the great fire, and two world expos.

We’re designing our own flags, every day. We’re creating rules, routines, and practices and most of the time we’re putting the minimum required thought into it. To make something beautiful, something that lasts, we have to do it deliberately, intentionally, and with care for the final output.