Project Overview
Brand Scotland is a strategic nation‑brand initiative created to position Scotland internationally as a progressive, welcoming, and creative nation. It brings together communications efforts from the Scottish Government and key partners — including VisitScotland, Scottish Enterprise, Creative Scotland and others — under a unified brand narrative to strengthen Scotland’s global reputation.
The core aim was to develop a single nation brand marque and visual identity that would act as a strong, enduring emblem representing who Scotland is: a diverse nation united by shared values and recognised as a destination for culture, innovation, business, and experience.
Approach
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.
The logo features a strong stem that provides stability and adds a positive upward dynamic, introducing an organic sense of growth.
The typography draws influence from Scotland’s cultural heritage, with subtle references to Celtic and Mackintosh styles, combined with a vibrant palette inspired by both the landscapes and Scotland’s contemporary outlook.
For the brand’s color palette, we drew inspiration from Scotland’s landscapes, cities, and cultural heritage.
The tartan pattern is suggested through interweaving diagonals that culminate in the iconic shape of the thistle crown.
Leith Agency introduced a more dynamic style to represent the thistle icon, drawing inspiration from the movement of kilts during Ceilidh dancing (traditional Scottish folk dance). They retained the brand and color palette developed by our team, completing the final identity.
