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Rebranding the swastika


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Rebranding the swastika

What was once an emblem representing fertility and well-being became one of the most-hated logos in Western Europe in the 20th century. But the swastika, renowned internationally as a symbol of Nazism, is now having an image revamp.

American designer Sinjun Wesson has created a distinctive range of clothing and accessories called ‘Spiritual Punx’, which aims to promote the insignia’s original meaning.

While the swastika as we know it in the modern day was designed by Adolph Hitler, it was inspired by a pre-existing symbol.

In reality, even the term “swastika” has little to do with Nazi ideology. It originally derives from Sanskrit, meaning (loosely) “be good”.

As such, Wesson believes his project will “inspire people to be more loving”.

The Joplin, Missouri, native began designing when he was still in high school. He says he has always been attracted to drawings with “positive messages”. By using the swastika in a light-hearted manner, he aims to exploit its ancient meaning. His “Swazidonut” design is linked to an Indian pastry in the shape of a swastika; something he hopes will inspire people to learn more about the history of a logo originally meant to be a symbol of good luck and eternal happiness.

July 2014 saw the first international day for the rehabilitation of the swastika’s original meaning.

It is an initiative promoted by the Raëlian movement, a group which believes scientists from another planet came to earth thousands of years ago. Upon arrival, they are thought to have created all the forms of life we see today on the planet, including humans who are said to have been created in the image of the scientists.

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