Scotland Tourism
This brand was created as a campaign for Scotland Tourism that can also be implemented as a revamped replacement for any other existing media created for this purpose. It is an initiative to not only draw visitors to Scotland but also to the different regions of it, through highlighting well know and less known localities throughout the country. It can be used inside the country to bring visitors to go to other regions or outside in neighboring countries of Europe to draw people to visit Scotland all together.
Role
Brand-Identity
Products
Challenges​
The challenge with this project came from creating the logos for Scotland and each of the localities. It was difficult to decide how to represent them in the logos through imagery, especially when recognizable images of crests or patterns usually pertain to specific klans and that could cause controversy of frustration among people if not everyone is represented. That is why landmarks were chosen in the final logo versions.
Scotland is a country with a rich history. It has beautiful recognizable landmarks, especially it’s castles. It is known for it’s interesting dishes, it’s Scotch Whiskey, and it is home to many historical artworks and artifacts. Most people visit Scotland for all it has to give from the past, but it has a lot of newer attractions as well. Some of the major cities like Edinburgh and Glasgow have booming shopping districts and amazing displays of modern and contemporary art. It is a great place to explore and create new memories.
Influences
Overall a lot of research was put into deciding how much influence traditional the depictions related to Scotland were going to be in this project.
The final direction chosen was to follow influences from recognizable monuments. Along with the Scottish flag and the Lion Rampant Symbol to further draw a clear connection to Scotland and it's amazing history.
Logo Sketches
For this project the goal was to have one parent logo to represent Scotland and then to also create logos to represent each of the localities or regions. This idea was tested using recognizable symbols of Scotland.
Final Logos
The final logos are inspired by famous monuments combined with the Scottish flag. The tagline for the main logo was inspired by all the attractions one can visit while in Scotland, both contemporary art and historical monuments.
Color Palette
The colors for this project were chosen are based on the landscapes of Scotland and the blue of the Scottish flag.
Typography
The typefaces used in this project were chosen because they lean into a historical and traditional style typically associated with this region of the world. The Augusta Regular font was sourced from DaFont, and by Dieter Steffmann.
Posters
A symbol used frequently in the designs for this project is the white “x” from the Scottish flag. Sometimes it is the whole X or just parts of it, as seen in these posters. The designs for this project are also heavily inspired by Scottish monuments because they are things well known and associated with Scotland. And to give viewers a taste of what they could see if they were to actually visit Scotland.
