I’ve been doing a real deep dive into tartan in the last couple of weeks in preparation for a new brand I’m working on for a client. The good news is that you get to read it all as well! You lucky sausage.
Tartan is a symbol of identity and heritage that has survived centuries of change. Tartan carries rich cultural significance from the Highlands of Scotland to haute couture catwalks. Interestingly, the story of tartan also holds powerful lessons for today hectic world of branding.
A Chequered History: Origins of Tartan
Tartan’s roots stretch deep into Scottish history. The word comes from the Gaelic breacan, meaning “chequered” – an apt description of its repeating cross-barred patterns (Setts). Archaeological evidence shows tartan cloth was worn in Scotland as early as the 3rd or 4th century AD, making it an ancient textile tradition. For centuries, tartan was standard in the everyday dress of Highlanders, eventually becoming synonymous with clan kinship. Each clan or region developed distinctive colours and patterns as an identity badge. Early tartans were often simple two- or three-colour checks using dyes from local plants and berries, meaning a pattern naturally corresponded to a locality (and by extension, a clan’s territory).
By the 1700s, tartan had become integral to Scottish culture and clan tradition. However, following the Jacobite uprising, it became intertwined with politics. After the Battle of Culloden in 1746, the British government sought to suppress Highland clan identity and banned the wearing of tartan, along with Highland dress and weapons, under the Dress Act. Tartan was illegal in Scotland for nearly four decades—a striking change for a fabric deeply rooted in local life. When the ban was lifted in 1785, traditional tartan weaving had significantly declined; many original patterns were forgotten as weavers passed away and their pattern sticks deteriorated.
Tartan made a remarkable comeback in the early 19th century. In 1822, King George IV visited Edinburgh, and with encouragement from author Sir Walter Scott, he inspired a tartan pageant. Attendees proudly wore their clan tartans in his presence, which sparked a significant tartan revival. Lost designs were reinvented, new patterns were created, making tartan popular in fashion. What was once considered rebel attire suddenly gained a regal and trendy status.
By the Victorian era, Scottish tartans were systematically cataloged and marketed, with specific patterns increasingly associated with particular family names or institutions. Interestingly, naming tartans after clans and families was as much a marketing strategy of the 19th century as it is today, similar to how car models or products are named for better appeal.
In 1800, fewer than 100 tartans were known, but today, over 7,000 designs have been recorded, showcasing the expanding tapestry of tartan culture.
Cultural Significance and Modern Meaning
Tartan holds significant cultural importance as a wearable symbol of identity. For a Highland clansman, wearing a clan’s tartan represented loyalty, pride, and a sense of belonging. Imagine attending a gathering and instantly recognizing allies by the patterns of their kilts—this was literally “wearing your colours” to declare your identity. One historical account notes that tartan in the Highlands was “synonymous with the symbol of clan kinship.” This strong connection to family and place imbued tartan with an emotional weight that continues to resonate today.
In modern times, tartan has transcended its traditional clan associations. Following its popularization in the 19th century, tartan has become a globally recognized emblem of Scottish heritage. It is worn by individuals of Scottish descent as well as by anyone who appreciates its style or symbolism. There are tartans available for almost every occasion and group. Many Scottish surnames still have an associated ancestral tartan (with variations such as modern, ancient, dress, or hunting versions), and nearly every province in Canada boasts an official tartan. Various organizations and causes have also embraced tartan; for instance, Amnesty International and Scotland’s Jewish, Sikh, and Chinese communities each have their unique tartan patterns today.
Tartan has evolved into a broader symbol of identity and affiliation that is not restricted by bloodline. While tradition suggests that you honor your “right” to wear a specific tartan connected to your name or clan, there are no formal laws governing who can wear which tartan. The prevailing ethos now is to choose a design that resonates with you and wear it with pride. (There is one important exception, however: the Royal tartan is reserved exclusively for the Royal Family, so it’s best not to wear that one to your next meeting!)
Even as tartan patterns capture attention on fashion runways, they retain their underlying significance of heritage and storytelling. When you wear tartan, you are donning a piece of history—potentially carrying forward a narrative of a clan, a place, or a cause embedded in the fabric’s colours and lines.
The Scottish Register of Tartans: Preserving Identity in Pattern
With the number of tartan designs increasing to thousands, how do we officially recognize and catalog them? The answer lies in the Scottish Register of Tartans, which is Scotland’s official database and registration system for tartan designs. Established by an act of the Scottish Parliament in 2008 and launched in 2009, the Register is administered by the National Records of Scotland, a government archive. It serves as a central record of all historic and newly created tartans. The purpose of the Register is to preserve this vital aspect of Scotland’s heritage and to prevent confusion over similar designs.
The Register currently features thousands of tartans, ranging from ancient clan sett designs to brand-new corporate and personal ones. It is fully searchable online, making it an engaging resource for looking up tartans by name, colours, designer, or category. Each entry typically includes an image of the tartan, along with notes about its inspiration or symbolism. For instance, you can find tartans created for weddings, centenary celebrations, universities, charities, sports teams, and even fashion houses. The Burberry check, for example, is classified as a corporate tartan; it has become so integral to Burberry’s brand that the company trademarked it!
Registering a tartan helps protect its uniqueness and allows its story to be documented. The Scottish Government has established a formal method for branding tartans and preserving their narratives, blending age-old tradition with modern record-keeping.
From Clans to Brands: “Wearing Your Colours” in Branding
Proudly wearing one’s colours isn’t just a tradition of Scottish clans; it is a concept that transcends cultures and history, central to modern branding. Just as a Highland warrior would wear the family tartan to signify “I’m a Drummond” or “I stand with Clan Campbell,” today’s sports fans often wear team jerseys, and employees may proudly don company t-shirts to express, “I’m part of this group.” The underlying psychology behind these acts is strikingly similar. For centuries, we have used textiles, patterns, and colours to declare our identities and affiliations. Tartan served as a personal brand for clans, while a brand’s logo and colour scheme fulfill a similar purpose in business: they visually embody identity and allow people to rally around a shared emblem.
Identity & Differentiation
A tartan’s distinctive pattern immediately set one clan apart from another. In the same way, a strong brand identity (unique logo, colours, and typography) sets a company apart from competitors. It announces, “This is who we are.” Branding, at its core, is about identity – who your company is and how it’s recognised. Just as no two clan tartans are exactly alike on the Register, your brand visuals should be unique to you and consistently used. This uniqueness builds recognition over time.
Storytelling & Heritage
Every traditional tartan carries a story—whether it’s linked to a geographic origin, a legendary weaver, or the symbolism of its colours (green for the hills, blue for lochs, etc.). Similarly, great brands infuse meaning into their visuals. Consider how a brand logo’s specific colours or design elements reflect the company’s values or history.
Some modern tartan designers make this connection explicit. For example, the CREATe Glasgow tartan, a recently registered tartan for a research initiative, incorporates specific colours to represent its mission: black for its core branding, red for partner universities, purple for creativity, blue for law, green for enterprise, and yellow for technology.
This serves as a fantastic reminder for brands to be intentional with their colour palette. When your brand colours have a story or purpose, your audience is more likely to connect emotionally. This transforms a simple visual into a narrative about who you are and what you stand for.
This year, a new tartan has been created to honor those persecuted by Scotland’s Witchcraft Act. Between 1563 and 1736, thousands of individuals were executed under this law, which aimed to enforce godliness in the newly Protestant country. It condemned anyone suspected of conspiring with the devil, with women being the most common targets.
The newly designed Scottish tartan serves as a memorial for the victims of the Witchcraft Act. Featuring a pattern of black, gray, red, and pink, it was officially registered with the Scottish Register of Tartans in February and will soon be used in kilts and other garments.
Consistency & Ownership
Clans fiercely maintained their tartan patterns – and today, tartans are formally registered to prevent duplicates. In branding, consistency and legal protection of your identity are equally critical. Trademarks on logos, proprietary colour codes, and brand guidelines all serve to ensure your “colours” aren’t misused or copied. The famous Burberry check has been trademarked and is “regarded as a corporate tartan” in its own right. The strength of that pattern is that anyone worldwide seeing a beige-black-red check immediately thinks “Burberry.” That’s the level of consistent recognition to which brands aspire. By guarding your visual identity and using it consistently across all touchpoints, you build trust and familiarity – just as tartans became trusted markers of who was who over generations.
Community & Pride
Perhaps the most potent parallel is the sense of belonging that “wearing your colours” creates. When clan members wore their tartan, it wasn’t just about personal pride; it bonded the group. It signified a shared identity and mutual loyalty – we are kin. Successful brands cultivate the same kind of community. Getting customers, fans, or employees to sport your branded apparel or evangelise your brand proudly is the modern equivalent of clan pride. This can be as literal as people wearing company swag or as abstract as users feeling they’re part of the “Apple tribe” versus the “PC tribe,” for example. Colour psychology plays a significant role here: studies show that colour can increase brand recognition by up to 80%, and 85% of consumers cite colour as a primary reason for choosing a product. When people identify with your brand’s colours, they internalise that identity (think of how Harley-Davidson fans famously tattoo the logo – the ultimate show of loyalty!). You probably won’t ask your clients to tattoo your logo, but the goal is to foster that level of allegiance. If your branding is done right, when someone “wears your colours” – whether via a coffee mug, a LinkedIn post, or a team hoodie – it’s a statement of trust and affinity for your brand’s tribe.
Tartan’s journey from humble Highland wool to global icon is a story of identity, adaptation, and resonance. It teaches us that symbols – be they patterns on cloth or logos on a website – have the power to evoke belonging and pride. With its formal registration system and centuries of lore, the Scottish tartan tradition is a precursor to modern brand management: ensuring uniqueness, consistency, and meaning in the symbols we choose to represent us.
Tartan reminds branding professionals and businesses that branding is ultimately about “wearing your colours” with pride. It’s about creating an identity so distinctive and meaningful that people want to align themselves with it. So, as you craft your brand strategy, ask yourself: What story do our colours and patterns tell? Will our community wear these colours proudly? Get those elements right, and you might build a brand as enduring and beloved as tartan itself.
Sources
https://www.historic-uk.com/HistoryUK/HistoryofScotland/The-History-of-Tartan
https://www.scotland.org/inspiration/scottish-tartan-scotlands-official-register-of-tartans
https://www.smithsonianmag.com/smart-news/see-the-new-tartan-pattern-created-to-honor-women-accused-of-witchcraft-in-scotland-between-1563-and-1736-180986172/
https://scottishtartansmuseum.org/education/brief-history-of-tartan
https://www.tartanregister.gov.uk/registerGuidance.aspx
https://www.tartanregister.gov.uk/tartanDetails?ref=440
https://www.tartanregister.gov.uk/tartanDetails?ref=11327
https://www.tartanregister.gov.uk/tartanDetails?ref=14651