New branding for Royal Edinburgh Military Tattoo revealed by Tsuko

The new brand features a palette of colours entrenched in military tradition while also displaying colours from the Scottish landscape, alongside the use of emotive words which aim to capture the magic of the event and express the brand’s values and personality.

Susanna Freedman, managing director of Tsuko, who led her team in pitching the rebrand to the Tattoo organisers, explained that the agency aimed to match the ‘refreshing and imaginative’ approach of the Tattoo, through the new identity.

“With this new visual identity, we are building on the great sense of affection and exhilaration audiences associate with this spectacular event, and defining the tremendous attributes of the Royal Edinburgh Military Tattoo now, and for the future,” explained Freedman.

The annual event, held at Edinburgh Castle, generated £6.2 million in box office receipts last year, attracting an international audience of 217,000 and will this year celebrate its 60th anniversary, while also being awarded the ‘Royal’ title.

Mike Cantlay, chairman of VisitScotland, commented: “As well as acknowledging the event’s proud traditions and heritage, the new brand identity also recognises the importance of attracting new audiences to this fantastic celebration of music and dance. The Tattoo has been a sell-out for the past 11 years and plays a significant role in attracting visitors to Edinburgh who often go on to explore many other areas throughout Scotland.”