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Cairngorms National Park brand charter scheme

The Cairngorms National Park is an outstanding place, home to some of the rarest and most endangered species in Scotland and has a rich and diverse cultural heritage. The National Park brand reflects a customer promise to celebrate the best the area can offer.

Why use the National Park brand?

The Cairngorms National Park brand captures the essence of the UK’s largest national park situated in the heart of the Highlands. It has been developed to enable businesses and local producers to celebrate their connection to the Cairngorms National Park.

Research repeatedly shows that visitors and customers are looking for high quality, sustainable, authentic and distinctive experiences and that’s exactly what the brand represents. Associating your business, organisation or event with the Cairngorms National Park can really help to meet these expectations.

Over 60% of local tourism businesses say that being in a National Park is very good for attracting visitors. And over 96% of our visitors say they love the Cairngorms National Park!

Proud to be part of brand of Cairngorms National Park

 (Ref: Cairngorms National Park Visitor Survey 2019/20)


The Cairngorms brand first launched in 2005 has undergone a refresh in 2023, whilst continuing to provide a strong identity for the National Park. The brand features prominently on entry point signage and visitor information and, used consistently, will continue to help build visitor and customer loyalty and awareness of the National Park.

various examples of use of Cairngorms National Park brand

In an ever changing climate the brand can be used across a range of channels, including your website, social media, promotional items and signage. 



Who can use the National Park brand?

Everyone! To learn more about how you can benefit from signing up to the Cairngorms National Park’s brand charter scheme take a look at the guidelines for brand charter holders.

How do I apply to use the National Park brand?

Simply complete our brand charter and application form and return it to:

Cairngorms National Park Authority, FREEPOST NAT21454, Grantown on Spey PH26 3BR

or email it to [email protected].

This document confirms your commitment to help promote the best the Cairngorms National Park can offer.

What happens next?

Once we’ve received and processed your signed application and brand charter you will be sent a brand welcome pack which includes electronic versions of the brand along with design guidelines so you can start using it straight away! We’ll add you to the current brand charter holders and our brand charter mailing list, that provides charter holders with relevant and up-to-date information. You are free to unsubscribe from this mailing list at any time.


If you have any questions or would like to discuss the brand charter in more detail, please contact Jacki Munro, Corporate Services and Communications Administrator at the Cairngorms National Park Authority, on 01479 873 535 or email [email protected].