New brand identity for Stirling Castle
The Union and London-based Corporate Edge have worked in partnership with Historic Scotland to develop a new brand identity and logo for Stirling Castle.
Until now the logo used for the castle has been that of Historic Scotland, which is responsible for the property.
Part of the £12m Stirling Castle Palace Project, which will see the royal lodgings at Stirling Castle returned to the Renaissance magnificence of the mid 16th century, the logo contains references to Scotland’s coat of arms, the unicorn tapestries and the sculptures on Stirling Castle’s Great Hall roof. The unicorn, the mythological beast, features throughout Stirling Castle and the new mark also takes its shape from the famous circular wood-carved Stirling heads. Its references and complex detail are emblematic of pageantry and royal status, and features Stirling Castle sitting high up in its green and leafy setting.
The logo will be phased in at the attraction for a wide variety of uses including signage, vehicle livery, staff uniforms, publications for visitors, and interpretation of the castle’s history, as well as in Historic Scotland’s website details on the site.
Rebecca Hamilton, marketing and media manager at Historic Scotland, commented: “This new logo we have created conveys a sense of depth, experience, royal authority, richness and intimacy. Marrying the highly decorative with an intimate experience is very apt for Stirling Castle.
“Our aim was to create a distinctive, memorable and stronger visual identity which embodies the special importance and character of Stirling Castle. It is a truly outstanding attraction with a range of visitor experiences. And the completion of the Stirling Castle Palace Project in 2011 will see the visitor experience enhanced further.”