tsuko

Royal Edinburgh Military Tattoo - A new brand for a new era

Posted on Monday, July 05, 2010 By Tsuko

Edinburgh-based brand agency, Tsuko, today, (Monday, July 5), unveils the much-anticipated new brand to usher in a new era for the Royal Edinburgh Military Tattoo.

The unique event, which attracts an audience of 217,000 and last year generated some £6.2 million in box office receipts - reaches a particularly important milestone as it celebrates its 60^th Diamond Jubilee Anniversary - and the award of the coveted 'Royal' title.

The Tattoo's revitalised image is being warmly welcomed by Edinburgh's tourism industry. 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 12 years and plays a significant role in attracting visitors to Edinburgh who often go on to explore many other areas throughout Scotland."

The new brand and its supporting graphic style will bring a renewed elegance, vibrancy and drama to the presentation of the Tattoo, while maintaining an inherent reverence for the military tradition and prestige of the internationally renowned showcase.

Tsuko has worked closely with the Tattoo to define and articulate its brand values. A commitment to the expression of these values drove the design team at Tsuko to produce an evocative design scheme that was whole-heartedly embraced by the Tattoo.

The Tattoo's new brand is accompanied by a rich palette of colours which have their roots in military tradition and the Scottish landscape.  Emotive words and imagery that captures the magic of the event have been selected to express the brand's values and personality.

The Tsuko team, led by founder and managing director, Susanna Freedman, pitched an ambitious plan for the re-brand to the Tattoo organisers. Susanna commented: "The Tattoo is refreshing and imaginative every year and we at Tsuko aimed to match this in our creative thinking for the re-brand. 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 Tattoo now, and for the future."

Tattoo Chief executive & producer, Major General Euan Loudon, said: "We are pleased to have Tsuko's creative talents onboard in our Diamond Jubilee year, as we look forward to delighting and surprising visitors at this summer's very special 60th anniversary production."

The Rt Hon George Grubb, Lord Lieutenant and Lord Provost of the City of Edinburgh said: "The conferring of the 'Royal' title this year represents a significant milestone for the Edinburgh Military Tattoo. The timing is absolutely right for a new brand identity that celebrates the proud heritage of this immensely popular event, while looking forward to even greater future success."

Fiona Burnett, Design Director at Tsuko said: "Working with the Tattoo on this significant project has been a refreshingly positive experience. The enthusiasm and drive from the client team has been enormously motivating and the success of the outcome is evidence of that. This is demonstrative of a strong client-agency collaborative relationship working at its best."