Wales Re-brand

Cardiff based design agency Smorgasbord designed their countries new identity...

Here is part of the article from Design Week and a link to the full article...

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Wales has been given a new national brand, which aims to “do the country justice” and stop it being “eclipsed” by other UK countries.

Cardiff-based consultancy Smörgåsbord was commissioned by the Welsh Government to complete the rebrand, which will see a new unified logo used across Wales’ tourism, business, and food and drink sectors. It has been designed so that the Government can use it across public service sectors such as healthcare and education, alongside its own branding.

An abstract, “painterly”, red dragon – previously used for Wales’ tourism arm Visit Wales – has been replaced with a flatter, graphic representation of a dragon which aims to better reflect the red dragon seen on the Welsh flag.

“The Government was missing a trick, as the previous dragon had very little relevance,” says Smörgåsbord co-founder Dylan Griffith...

A video from the Smorgasbord Vimeo featuring the new branding...

Read the whole article by clicking the link below or watch the video above.

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