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Stunning Rebrand For Wales Includes Bespoke Typeface & Gorgeous Aerial Visuals
By Yoon Sann Wong, 16 Mar 2017
Out with the old, in with the new. Steering clear of the dull and cliché, independent outfit Smörgåsbord Studio has crafted an invigorating and versatile new national identity for Wales.
The country’s fresh look includes: a core marquee of the ‘Ddraig Goch’–also known as ‘The Red Dragon’ that sits proudly on the flag of Wales; bespoke typeface inspired by Welsh typographical heritage; unique color palette comprising hues named after specific places across the nation; eye-catching photography featuring 90-degree aerials and bold horizon lines.
Together with the rebrand comes a new campaign called Year of Legends featuring Welsh actor Luke Evans, who played ‘Gaston’ in the recently released live-action movie Beauty and the Beast.
The bespoke typeface ‘Cymru Wales Sans’ was made by Colophon Foundry and incorporates diagraphs exclusive to the Welsh language. Smörgåsbord’s Dylan Griffith explained, “Our research informed the look, feel and personality of several of the consonants (d, h, l, m, n, u) and crucially five of the eight diagraphs that are wholly unique to the Welsh language, Ch, ch, dd, Ff, ff, Ll, Th, th.”
Watch the branding video and Year of Legends below. What do you think about Smörgåsbord’s new national identity for Wales?
[via It’s Nice That, videos via Smörgåsbord]
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