The Perception of Totalitarian Symbols – The Visual Identity of Fascism, Nazism and Communism in Light of the Branding Process

Abstract

The article examines the manner in which the symbols of the three totalitarian regimes, or rather ideologies of the 20th century (Fascism, Nazism and Communism) are perceived in light of marketing insights concerning the branding process. The symbols of totalitarianism have primarily been powerful propaganda and indoctrination tools, while the imposition of totalitarian ideologies can be discerned in its depth (and breadth) through the interrelationship between party and state symbols. The actions of totalitarian regimes and ideology enforcement practices affect a change in the original meaning of the symbols which they use. The symbols of totalitarian regimes today are therefore not viewed in light of their original meaning. Symbols of Fascism and Nazism are banned or are deemed undesireable in the majority of countries, while those of Communism are freely displayed in many lands. They are banned only rarely, the reason being that the crimes of some are publicly denounced, while those of others are not. Condemnation of actions committed under a particular symbol affects also its public perception.