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.
![](https://images.prismic.io/smorgasbord-v1/7e386b0296774cf6df185482e598268e624070c6_wales_white.png?auto=compress,format)
Brief—
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.
Approach—
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.
Result—
• 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.
![](https://images.prismic.io/smorgasbord-v1/d1e83016814a9492280fb45ed859af05777364a5_dragon_circles.jpg?auto=compress,format)
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.
![](https://images.prismic.io/smorgasbord-v1/8f7c259b-141e-47c2-a5ba-6e3128d291c1_Brand-H.jpg?auto=compress,format&rect=0,0,2800,1575&w=2560&h=1440)
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.
![](https://images.prismic.io/smorgasbord-v1%2F8f243d82-d5c9-4269-87d3-95b96afe9d45_welsh-flag.jpg?auto=compress,format&rect=0,0,2800,1575&w=1920&h=1080)
![](https://images.prismic.io/smorgasbord-v1%2F4e135a43-edf2-4cec-a69b-5d209519b140_horizon.jpg?auto=compress,format&rect=0,0,2800,1575&w=1920&h=1080)
![](https://images.prismic.io/smorgasbord-v1/f8bcd353a9268c7238696c2025a4989c98fcb341_paint.jpg?auto=compress,format)
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.
![](https://images.prismic.io/smorgasbord-v1/508d2b66-c869-4cfc-92aa-c1a3d0625bcd_CS_Sans_Serif.jpg?auto=compress,format&rect=0,0,2800,1575&w=2560&h=1440)
![](https://images.prismic.io/smorgasbord-v1/6e03cfa5-4ff7-40a0-92da-fc686f0cc12f_Tidy.jpg?auto=compress,format&rect=0,0,2800,1575&w=2560&h=1440)
![](https://images.prismic.io/smorgasbord-v1/b0e365f2-6063-4e92-b4e8-67289b1ddf76_Coal.jpg?auto=compress,format&rect=0,0,2800,1575&w=1920&h=1080)
![](https://images.prismic.io/smorgasbord-v1/e568c9ac-2bc3-4c4b-b96f-a40dbb37ffcd_Meat.jpg?auto=compress,format&rect=0,0,2800,1575&w=1920&h=1080)
![](https://images.prismic.io/smorgasbord-v1%2F2df402e2-e9b7-4aee-9e28-189ccad9646a_abereiddy.jpg?auto=compress,format&rect=0,0,2800,1575&w=2560&h=1440)
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.
![](https://images.prismic.io/smorgasbord-v1/c0e845029dd8433d657d664b74f41fe0433a5f1f_colour-wheel.jpg?auto=compress,format)
![](https://images.prismic.io/smorgasbord-v1%2F29c5cc94-c03d-4d52-ba26-163026c2c0e4_colour_bloack.jpg?auto=compress,format&rect=212,114,2382,1340&w=2560&h=1440)
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.
![](https://images.prismic.io/smorgasbord-v1/9ecd64a97a9db7fb7f75199087a94327e583d37a_mags.jpg?auto=compress,format)
Disciplines
Brand Identity,
Strategy,
Creative Direction,
Typeface Design,
Digital,