Conservative, Lib Dem and Labour logos are all in need of a makeover. Some enthusiasm and passion would help. Lessons from Educating Rita.

Willy Russell scripted a poignant scene in Educating Rita between Rita and her mother. They are in a pub for a family sing-song. Her mother observes: “There must be better songs than this…” A statement of resignation, sadness, predictability, frustration, lack of purpose and going nowhere.

Sums up the dilemma of the parties as they try to work out their analysis of our current condition and struggle for solutions.

In the business world, logos are fought over jealously. They provide instant recognition and identification with the product. See the lengths Coca Cola go to ensure their squiggly line is protected. Compare this to our political world.

We are now in the season of party conferences. Banner logos cascade from ceilings and walls. A backdrop to Newsnight reports, speeches and fringe meetings. Logos appear on every piece of corporate literature and repeatedly readers are influenced by the images before them.

The Liberty Bird, Red Rose and Scribbled Oak (£40000 fees paid) are the results of considered research and planning but they have the impact of magnolia paint. They are passive and do not exude enthusiasm and passion.

Part of the problem for our political branders is that in a state of fluid politics, the parties are finding it difficult to create a coherent analysis of their current condition. If your product is fuzzy what chance the branding? What chance the visual imagery?

Freedom, patriotism, liberty, tradition, choice, environment, strength, endurance, growth, renewal and individuality seem to have been some of the words party strategists sat down with as they brain-stormed for the images we have now.

Perhaps this is the time to get our some new words: enthusiasm, optimism, responsibility, energy, and assertiveness would be good for starters. Wonder what logos we can get out of them?

A cameo scene from the West Wing should be required viewing for all of our politicians before the party conferences.

A pattern is emerging across our political parties. They seem to be having a problem remembering who they represent and what they stand for.

Tim Farron for the LibDems observes that his party has “suffered a loss of identity....and support”. Whilst Ivan Lewis at Labour suggests his party “looks like and speaks on behalf of an urban metropolitan elite". Complete the cycle with the Conservatives humbled from their retreat on forests and now succeeding in getting the National Trust to launch a petition over planning. It takes something to upset your natural supporters whatever the party. How has this detachment come about?

Revisiting the second episode ( Series Four ) from the iconic West Wing fictional drama, one is reminded of a scene where White House staffers, Josh Lyman and Toby Ziegler, having lost the presidential motorcade, have a conversation with an ordinary Joe in an Indiana bar.

He is not a wastrel just someone caught out by events beyond his control. He wants a little help so that he can keep his head above water. In a slow drawl and gestulating slowly with his fingers, he indicates that he wants just an inch of government support. Ziegler listens uncomfortably and asks if they can talk. It is a humbling piece of drama. The cameo just highlights the insularity of the Washington bubble and ditto Westminster.

So what one might ask? Well, our political elites and the media circus will soon be at their party conferences. As they retire to their hotel bedrooms, perhaps they should put the DVD in the player, start the episode and reflect on what they are doing, why and for whom.