Animation Scotland has unveiled a dynamic new brand identity to mark its three-year anniversary and signal a confident new chapter for the country’s animation and VFX sector. The refreshed brand and positioning, launched with support from Screen Scotland, cement Animation Scotland’s commitment to championing local creative excellence while elevating Scotland’s presence in the global industry.
The milestone is being celebrated on the international stage at MIFA 2025 in Annecy, France, the world’s leading animation market, where Animation Scotland is showcasing its bold new positioning and a united studio network under one powerful creative banner.
Since launching in 2022, Animation Scotland has worked to unify and amplify the voice of Scotland’s animation and VFX sector, strengthening collaboration across studios. Through partnerships with organisations such as Screen Scotland, Scottish Enterprise, and Dash Accounting Services, the organisation has laid the groundwork for a thriving national network. It has also developed strong relationships with academic institutions to support graduate employment and futureproof the sector’s talent pipeline.
Industry engagement has been central to this strategy, with Animation Scotland representing the country at major national and international events including MOVE Summit, Glasgow Film Festival, Manipulate Arts, and the World Animation Summit. Most notably, Animation Scotland has played a key role in attracting international investment, such as the recent arrival of Halon Entertainment, demonstrating that Scotland is not only creatively strong but also commercially ready.
At this year’s MIFA, this mission takes center stage. Visitors to Stand B.02 will experience not only the strength of Scotland’s animation sector but also the spirit of its identity. A bespoke Animation Scotland tartan will be present, along with a partnership with Raasay Distillery and Edinburgh Gin to bring a true taste of Scotland to France.
Sueann Rochester, Animation Scotland Board Chair said: “Scotland is home to world-class animation and VFX talent. This new identity reflects our collective strengths, our ambition, and our growing influence in the global market. It’s not just a new look, Animation Scotland’s new identity reflects our evolving role as the national voice for a dynamic industry, championing talent and breaking down barriers to help animation thrive.”
David Smith, Director of Screen Scotland said: “Screen Scotland has worked with Animation Scotland to enable them to take this next step in their invaluable work. This is the first time Scotland’s animation sector has been showcased in this way at an international market – a clear indication that animation in Scotland continues to grow. This momentum in the sector reflects the international reputation of Scotland’s highly skilled animation and VFX workforce, who continue to work on globally significant content as well as exciting local productions.”
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Image credits
Header image: Valorant Oni Skins, courtesy of Revenant / Riot Games
Image 2: The Legend of Luna, courtesy of Eyebolls / BRC Imagination Arts -/Great Wolf Entertainment