VISUAL IDENTITY GUIDELINES / WEB DESIGN / COLLATERAL / 150TH ANNIVERSARY IDENTITY

Lyle & Scott
[1] Visual Identity Guidelines, Web Design & Collateral

GIRL Studio undertook the task of revamping Lyle & Scott’s brand guidelines and creating a cohesive system for their identity, which was implemented across new collateral, web design, and editable templates for both print and digital applications. The key challenge the brand faced was maintaining consistency across a vast network of sub-brands and partners, each of whom needed to produce assets while adhering to the brand’s standards. Before GIRL’s involvement, inconsistent application of the brand across various platforms diluted its impact and weakened customer trust.

To address this, GIRL designed a comprehensive 96-page interactive digital brand book, which became the foundation for ensuring brand consistency. This brand book not only provided detailed guidelines but also embedded links for seamless navigation and included downloadable assets designed by GIRL. By centralising all resources into this user-friendly, interactive document, GIRL empowered both internal teams and external partners to apply the brand correctly, strengthening Lyle & Scott’s identity and ensuring a consistent customer experience.

[2] 150th Anniversary Identity

To commemorate the 150th anniversary of Lyle & Scott—founded in 1874 in Hawick by William Lyle and Walter Scott with an initial loan of £800—GIRL was entrusted with creating a visual identity that honoured the brand’s heritage while embracing its forward-looking ethos. Over the past century and a half, Lyle & Scott has evolved with the shifting tides of lifestyle, culture, and fashion, thanks to the hard work and dedication of thousands of employees who have contributed to its legacy.

To celebrate this monumental milestone of Scottish craftsmanship, the brand collaborated with three UK designers—Georgina Hunt, Arun Rose, and Esme Marsh—to reimagine its archive. GIRL’s challenge was to craft a visual identity that could seamlessly bridge the brand’s rich history and modern vision. The result was a series of versatile logomarks with a minimal, stamp-like feel—also with the inclusion of the brand's very first ever monogram brought back to life from 1874 as part of the collection—designed to speak to Lyle & Scott’s heritage and storied past while signalling its commitment to future innovation through a mix of monospaced and serif typefaces.​​​​​​​ These logomarks became the foundation of the brand’s 150th-anniversary campaign, rolled out across all digital and print collateral.