Scotsman ‘dares to be honest’ as it searches global subscribers

The Scotsman this week unveiled a new identity, drawing inspiration from arguably Scotland’s most famous poet.

Focused on its commitment to integrity, the refreshed branding draws inspiration from the iconic words of famous Scottish poet Robert Burns, “Dare to be honest.”

That tagline has been added to the paper’s identity. The phrase was used by Burns in a letter which is now on show at a National Trust for Scotland property.

Neil McIntosh, Editor of The Scotsman, emphasised the importance of honesty in the modern media landscape. “With the digital age bringing sensationalism and information overload, it’s more important than ever to uphold values Robert Burns advocated,” he said.

“Our new tagline is not just a nod to our Scottish roots but a pledge to continue being a trusted source for our readers. This comes at a time when The Scotsman is not only growing its subscriber base but also expanding its global reach, aiming to offer the most authentic insight into Scottish culture, heritage, and business.”

The new brand identity incorporates elements of the Scottish flag, transforming its white cross into directional arrows. The design reflects The Scotsman’s goal to cut through the noise, offering news that’s grounded in trust and integrity, the title said.

The new strapline has echoes of the Washington Post’s ‘Demcracy Dies In Darkness’ phrase, which it adopted in 2017 amid a tsunami of fake news and daily attacks on mainstream media by then president Donald Trump.