Beyond the Logo: How Ancient Mottos Still Define Modern Brands
- Phillip Anderson
- 2 days ago
- 6 min read
During the process of helping design a new logo for a client, I was reminded of the rich history of incorporating mottos into heraldic shields, a practice deeply rooted in historical contexts. For those like me, with a background in institutions like the Royal Australian Navy (RAN), where mottos are not mere formalities but living statements of purpose, this connection is particularly resonant. The RAN itself operates under the powerful motto, "To fight and win at sea", a concise articulation of its core mission. Every ship and naval establishment, much like prestigious institutions and colleges, also carries its own unique motto. This historical continuity suggests that effective brand identity taps into a universal human need for clear, symbolic representation and shared meaning, fostering belonging and direction for any group, be it a medieval clan, a naval fleet, or a global corporation.
From War Cry to Enduring Identity: The Historical Evolution of Mottos
Mottos trace their origins back many centuries, emerging in the early days of heraldry. While some historical accounts suggest they evolved directly from war cries, it is widely considered that their roots are more likely found in the badges used for personal and household identification. As societies evolved, so too did the role of mottos. Beyond the battlefield, they became integral to the identity of prestigious institutions, colleges, and military forces, serving as a concise statement of their core values and aspirations.
In the Royal Navy, for instance, badges and mottos were created to graphically represent ships after the age of figureheads, signifying a shift from purely visual representation to a combination of visual and textual identity. Modern naval mottos, such as "Persist" for HMAS Cape Schanck and "Pioneer" for HMAS Cape Solander, are explicitly linked to the crew's spirit and commitment to the Navy's mission, strengthening maritime security and national defence capabilities. This demonstrates how mottos continue to embody the very spirit and purpose of an organisation.
HMAS Sydney's "Thorough and Ready": A Personal Anthem of Legacy
The connection to naval mottos runs deep, particularly with the name HMAS Sydney. The revered HMAS Sydney II, famously known as "The Grey Gladiator", which was tragically lost with all hands in 1941, bore the motto "Thorough and Ready". This motto has resonated powerfully through the lineage of ships bearing the Sydney name. My musical composition titled "The Grey Gladiator" bridges these legacies, embodying the enduring spirit of the Sydney name.
The genesis of my march "The Grey Gladiator" was deeply personal and commemorative. It was first performed during the ceremony to mark the 50th Anniversary of HMAS Sydney II's loss in battle, held at the Cenotaph, Martin Place, on 19 November 1991. The thematic material of the march was carefully chosen to reflect the profound sense of loss felt by the Australian population following the news of the ship's sinking. The melody for the march's trio was specifically based on the motto "Thorough and Ready," infusing the composition with the ship's enduring spirit. The performance itself was steeped in naval tradition, featuring the Royal Australian Navy Band, bugles, and fanfare trumpets, creating a powerful and evocative atmosphere. The composition of "The Grey Gladiator" serves as a powerful example of how creative expression can act as a vehicle for collective memory, emotional processing, and cultural preservation. By intricately weaving together a ship's nickname, a motto, traditional naval bugle calls, and original lyrics, the march transforms historical events into a living, emotive memorial. This demonstrates that for an identity—be it a ship's, a military unit's, or a brand's—to truly endure and resonate across generations, it often requires active reinterpretation, celebration, and embodiment through various cultural forms. The march does not merely state the motto; it performs it, making the legacy tangible, emotionally resonant, and accessible to new audiences.
The march incorporates several specific naval traditions and bugle calls, each adding layers of historical and emotional meaning:
"Grog" (The Rum Call): The march commences with the bugle call "Grog." While "Grog" is the affectionate name for the watered-down rum ration introduced by Admiral Edward Vernon ("Old Grog") in 1740, the call itself is traditionally known as "Rum Call" or "Up Spirits". This call signalled the daily rum issue, a significant tradition tied to sailor morale and daily life at sea.
"Heart of Oak": The baseline solo in the second phrase is developed around "Heart of Oak." This iconic tune was, up until 1990, the Official March of the Royal Australian Navy. Its lyrics, penned in 1759, celebrate British naval victories and the strength of the wooden ships ("Heart of oak are our ships"), embodying the spirit of "freemen not slaves". Its inclusion anchors the march in a rich, shared naval heritage.
"Saluting Guns Crew" (Evoking Gun Salutes): The trio is introduced by the bugle call "Saluting Guns Crew," and powerfully evokes the tradition of gun salutes. These salutes, dating back to the 14th century, are a maritime custom of firing cannons to show peaceful intent, honour dignitaries, or commemorate significant events. Its inclusion in the march symbolizes respect and solemnity.
"Pipe the Side": This boatswain's call is a traditional ceremonial greeting for flag officers, ship commanders, or members of royalty, signifying arrival or departure with honour.
"Last Post" and "Reveille": Excerpts of these solemn bugle calls are heard throughout the Trio. "Last Post" is played before a period of silence at commemorative services, symbolizing the end of the day or the final farewell. "Reveille," meaning "wake-up," is played after the silence at dawn services, signifying the new day and, symbolically, the hope for the living and the dead to rise together. Their presence underscores the march's commemorative purpose.
The powerful words composed for the trio directly address the legacy of HMAS Sydney and the sailors: "Men of the Sydney, we’re proud of your heritage. Young men of Australia’s Navy all at sea. Thorough and Ready, your motto stands you in pride. Go forth with your country’s blessing to victory."
Crafting Your Brand's Enduring Statement
The journey from ancient heraldry and naval traditions to modern business might seem vast, but the underlying principles remain remarkably consistent. Just as a feudal lord's motto articulated their motivation or a ship's motto defined its mission, a brand's motto or slogan serves as its concise "war cry" or statement of purpose, motivation, and core values in the competitive marketplace. Mottos can be a strong symbol and statement, and this power is as relevant today as it was centuries ago.
For instance, Nike's "Just Do It," introduced in 1988, transcended athletic performance to become a universal call to action. It broadened Nike's appeal beyond athletes to the general public. Similarly, McDonald's "I'm Lovin' It" revitalised customer loyalty and brought fresh energy to the brand's global image, contributing to its stock recovery and growth. Burger King's "Have It Your Way" emphasised customer choice, differentiating it from competitors and helping expand its market share. Apple's "Think Different," launched during a period of declining sales, successfully reestablished Apple's identity as a haven for innovators and creative thinkers, contributing to the company's turnaround and return to profitability.
While modern brand slogans are often considered external marketing tools aimed at consumers, the historical context reveals their important internal function. A war cry's primary purpose was to boost morale and identify allies within the chaos of battle. Similarly, a naval ship's motto embodies the crew's spirit and commitment to their mission. This suggests that a truly effective brand motto is not merely for attracting customers; it serves as a powerful rallying cry for employees, shaping internal culture, fostering a shared identity, and driving consistent behaviour aligned with the brand's purpose.
More Than Words, A Lasting Legacy
From the ancient battlefields where mottos served as a lifeline, to the proud decks of naval ships defining their purpose, and now to the dynamic world of modern branding, the timeless power of a well-crafted motto remains undeniable. It inspires, unites, and defines. Organisations are encouraged to consider the "war cry" for their own brand, their team, or even their personal professional identity. A powerful motto is far more than just a catchy phrase; it is an investment in legacy—a statement that can transcend time, shaping culture, inspiring generations, and leaving an indelible mark on history.
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