The Scottish Government: A logo for Scotland   

Design - everyone has an opinion! Residents typically want to see something progressive or creative but recognise the tension in ignoring a clear connotation or becoming too abstract; overseas nationals are less sensitive to another country’s design but still acknowledge the importance of resonance and the value of something discernible, recognisable and totemic.

In assessing the pathway forward here, identifying performance against objectives through three phases of research and a number of design alternatives was key: an enduring emblem that symbolises Scotland, shining a light on the values that make it a welcoming and pioneering nation of generosity of spirit and creativity.

The design, developed and adapted through research and eventually adopted, combines a thistle for the modern day, inspired by the fanning pleats of kilts: its flowing, singular line has an upward momentum that creates a sense of positivity, energy and progression. The marque has been nominated for design awards and now adorns multiple Scottish-centric brand and identity pieces.