Britain 'Remain' and 'Brexit'

http://www.covi.org.uk/designing-brexit/

"The Stronger In campaign used predominantly blue, with accents of white and red, referencing the colours of the Union Jack. This flag motif is also alluded to in the logo, where a red ‘IN’ is clad by a white border on a blue background, mimicking the geometry of the flag."
"Stronger In’s heavy use of the flag references a Union Jack which was reinvigorated as a design icon during the London 2012 Olympics. This presumably aimed to position the Remain campaign as more visually patriotic, attempting to challenge Vote Leave’s positioning as the campaign of sovereignty and national pride."
"The use of blue by Stronger In also reached out both to Scotland and to Conservative voters. The Leave (majority Conservative) and Remain (majority Labour) campaigns swapped political party colours in an attempt to reach out to each others’ voters."

https://www.creativereview.co.uk/brexit-how-design-made-the-difference/?mm_5be1a69d201e8=5be1a69d2029f

"Design works by creating a strong emotional pull. This is something that focus groups struggle to measure because, when asked, people will use logical, rational explanations for their choices. Our brains don’t like admitting they’ve been undone by our hearts."

"the words we choose are important, and as brand identifiers they become extremely powerful."

On 'Brexit'
"As irritating as it is, ‘Brexit’ ticks all the boxes for a strong brand name: short, easy to spell, good mouthfeel. "
"Vote Leave had a brutal simplicity about it. It’s literally the thing you’re going to do when you get your hands on the ballot paper."
"If you want to stir things up, red is what you need: the colour of blood, fire and action. So not only did Leave have the most powerful name, they took the most active colour. This gave middle-class aunties in the Home Counties the chance to do something that felt radical."
"Vote Leave succeeded because it persuaded its audience to do so. It designed a campaign which wasn’t about aesthetic value – it was about making an emotional connection."

On 'Remain'
"By contrast, the instruction to Vote Remain was a passive ‘so what?’. It’s about maintaining the status quo, which means it’s always going to lack the active ingredient of leave."
"Vote Stay might have been a bit needy, but would at least provide the opportunity to tell a more emotive story. It would also have played up the divorce factor that was clearly on people’s minds."
"It worked as one of those flexible brand systems we all love these days."
"So it lacks both the urgency and consistency of Vote Leave. And in political campaigns, the need to unite behind a consistent idea is more vital than for any commercial brand."
"Blue is the most institutional colour, the colour of continuity and not rocking the boat. "

"We’re told we’re living in an era of ‘post-fact politics’. Where myths are far more powerful than truths. Where ‘people have had enough of experts’. That’s why the guttural, emotive stuff won people over ahead of more rational, logical arguments. The urge for action was stronger than the desire for continuity. And the respective campaigns proved that emotional will beat rational every single time."