Swasti-wha?

As an amateur typographer, logoligist and world historian specializing in the 1930s to the mid-40s, I'm often asked, "Angry Isabella, what is the most disappointing part of World War II to you?"

Well, the answer may surprise you, but my common response is grounded in the unfortunate decision of the Nazi Makerting Department (NMD) to utilize the "crooked cross" (aka "swastika") as their logo of choice. It is a clear and unfortunate misappropriation of a geometrically brilliant emblem. Forget the fact that the design is often misclassified as a hateful symbol, in its hay-day the SANSKRIT (as the kids called it) was used to symbolize good luck. While I think we can all agree that the jews may or may not have been the enemy and destroyer of the purity of blood (and on and on and on), we can all also agree that this symetrical symbol would be more revered today for its beauty than even the recycling triangular arrows if not for this unfortunate decision of the NMD.

In todays marketing rich environment, the "crooked-cross" naturally lends itself to semi-productive groups like 4-H, or Bell Helicopter. With Hindu roots meaning 'evolution', it's not difficult to imagine the listless Steve Jobs adopting the "hook cross" to replace the outdated "apple silhouette" (iSwastika anyone?) Minor league baseball would have a field day (get it?) with this logo once known as a "thundercross". [Does Swampscott have a team?]

What really gets my goat though is that the striking beauty of the sun wheel is in no way reflective of the Nazi ideals. It would be as if Greenpeace chose the Whammy from Press Your Luck for their uniform lapels...it just doesn't make sense. Perhaps before the main roll-out of the fresh angled swastika in the late 1930s, the NMD could have had a retreat to discuss other options...a concentration camp if you will.

But alas, what makes this period in our history most troubling, (aside from the 100 million deaths) is the fact that the ol' Allied powers couldn't come up with anything. No logo. No color scheme. No witty slogan. Even Wingdings had enough creatvie juices to churn out 3 font types. Damn you Shepard Fairey being born too late.