Background Information – Brand Scotland
Formed in 2018, Brand Scotland is the collective communications efforts of the Scottish Government, VisitScotland, SE/Scottish Development International, Highlands and Islands Enterprise, Universities Scotland, Creative Scotland and Scotland Food & Drink to harness our energy, expertise and resources together and increase the impact of all our work in building Scotland’s global reputation and in order to stimulate renewed and sustainable opportunity. Our partners are sharing this campaign update with their networks and partners too so it might reach you more than once, but we wanted to share to be sure it reaches you.
Globally recognised for creativity and innovation, Scotland continue to lead from the front with a bold approach to nation branding with a fresh, creative, contemporary way of presenting our country, our values and the new single nation marque to share with the world what kind of nation we are and aspire to be in the future.
‘Scotland is Open’ Brand Launch
The new 80 second brand film called ‘Scotland is Open’ showcases our values (Welcoming, Generosity of Spirit, Pioneering, Determined, and Creative) in a way that is inspiring, has strong emotional appeal and can firmly position us as a ‘force for good’ representing an international outlook built on kindness, equality, fairness, and climate.
The Brand Scotland ‘Scotland is Open’ Campaign will run from today 8 November until 17 December on digital, social and through media partnerships with BBC Worldwide and New York Times.
The target audience for this campaign is people in major cities in Germany, France and the USA who reflect our Scotland Is Now values and who are open-minded, liberal and progressive.
Scotland Brand Marque Launch
Scotland’s new brand marque is inspired by the wild, free-flowering thistle, and its ability to thrive in the most unlikely places, reflecting our values of generosity and determination. The design concept also draws inspiration from fanning and swaying pleats of kilts in motion which is rendered in one single line of upward movement and momentum creating a unique, organic visual perspective.