The 78th wore red doublets, kilts, sporrans, feather bonnets and red and white checkered hose stockings. Since the regiment was raised by the Head of the Clan MacKenzie, and most of the men of the regiment came from the Clan MacKenzie lands in Ross-shire, its tartan was the MacKenzie tartan. The regiment’s facings on collar and cuffs were buff, which gave rise to 78th also being known as the "Ross-shire Buffs". In keeping with the contemporary custom the regimental pipers wore contrasting green uniforms.

In honour of its founder, many of the regimental symbols and traditions of 78th are shared with those of the MacKenzie clan. The regimental motto of the Ross-shire Buffs is "Cuidich ‘n Righ", gaelic for "Help the King". Clan legend states that in 1266, King Alexander III of Scotland was charged by a stag while hunting. Colin of Kintail, then the MacKenzie Chief, charged to the King’s aid yelling "Cuidich ‘n Righ" and, with sword in hand, cleaved off the stag’s head. The king, as a token of his gratitude, granted the MacKenzies the motto "Cuidich ‘n Righ" and the stag’s head or "Cabar Feidh" as its clan crest. The 78th adopted the clan crest as it own regimental badge, and the 18th century pipe tune Cabar Feidh as their Regimental Charge.