The purpose of Brand Scotland, and its partners, is to bring together communicators from across Scotland to join up their work, and target audiences in a united and consistent way – increasing the impact of all the work across any and every iteration.
The challenge of this project was creating a uniquely Scottish marque that will represent Scotland’s core values on the international stage. A Scotland which is progressive, welcoming, pioneering, determined and has generosity of spirit and creativity.
To prepare our proposal, we organised several workshops with the different stakeholders and users from key markets. This research told us that motifs such as thistles, tartan and the saltire resonated strongly and positively with audiences globally in relation to Scotland. The thistle being the most recognisable emblem, closely followed by tartan.
Our design development aimed to layer these two motifs into a single icon. The result being uniquely and inherently Scottish but with a contemporary and enduring nature.