Cymru Wales

Building and reinforcing a new visual identity for Wales.

Creating a new visual identity for Wales that is ‘authentic, creative and alive’ in equal measure. We addressed every brand touchpoint — from core marque to two bespoke typefaces, from tone of voice and photography guidelines to experiential initiatives. A unified, multi sector brand approach.

Read More


A key requirement of the brief was to introduce continuity and creative excellence across all Welsh Government industry sectors. A fully bilingual, future facing nation brand with the power to create a confident new way of thinking and behaving.


A feeling as much as a graphical kit of parts — the aim of our rebrand was to provide a platform for the Welsh nation across a wide range of industry sectors; seeking to engage, inform, invite, challenge and support in equal measure. It draws together disparate strands of activity — creating a ‘glue’ that unites the great people and places of Wales: digitally, physically and culturally.


• 45% Increase in Visit Wales’ social media followers, taking the total close to 1m.
• 5 million+ unique visitors to the Visit Wales website in the past 12 months.
• North Wales voted as the 4th ‘top location’ in the world to visit in 2017 according to Lonely Planet’s annual ‘Best in Travel’ list.

Y Ddraig Goch

This new reductive and contemporary rendering of the familiar icon re-establishes the link with our national flag, and in turn creates a brand marque that will ensure that everything it graces is unmistakably Wales.

Graphic language

The horizon line

Referencing the graphic horizon featured on the Welsh national flag, we use the horizon device in a subtle way across photography, film and video.

A custom font family

Cymru Wales Sans & Serif

Our bespoke typefaces takes cues from the Welsh typographical heritage, designed specifically to work in a bilingual nation. Custom glyphs and diagraphs bring a sense of place and character. A unifying cornerstone of the visual brand identity, representing Wales to the world in an authentic and creative way.

Colour palette

Inspired by the Welsh landscape and its vernacular each of the 18 colours is named after a specific place or location in Wales.

A flexible kit of parts

Different weights and cuts of Cymru Wales Sans and Serif allow designers to introduce personality when needed, aiding subtle differentiation between various sectors such as tourism and business.


Brand Identity




Creative Direction


Typeface Design




Related Projects