Branding & Logo Design
Historic Ally & Friends is a Scottish tour experience led by Alistair Heather, combining history, music and storytelling through small-group and bespoke travel.
As a new venture, the brand needed to build trust quickly while capturing the personality behind the experience. The challenge was to create an identity that felt warm and personal, without relying too heavily on Ally’s public profile, and to avoid the predictable visual cues often associated with heritage tourism.
Project Objective
The aim was to develop a brand identity that captures the conversational and personal nature of the tours. It needed to feel credible and well-considered, while remaining warm, approachable, and flexible enough to work across print, digital, and marketing materials as the business grows.
Design Strategy
The identity is copy-led, reflecting the informal, storytelling style of the tours. A clean, typographic logo provides clarity and consistency, while hand-drawn elements introduce warmth, personality, and a sense of place.
A soft, earthy colour palette draws inspiration from Scotland’s landscapes, creating a tone that feels welcoming and authentic. A custom tartan pattern offers a flexible, ownable Scottish reference, while illustrated details draw on Scottish cultural references, adding texture and informality across the wider system. Together, these elements create a balanced identity that feels distinctive and approachable, supporting the tours without overshadowing the experience itself.
Created in collaboration with Cat Loots.
