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Miscellaneous > 17.1 Original Typeface – Text

Wales Nation Brand: Cymru Wales Sans

by Smörgåsbord
Best of Show

To create a unique family of fonts representing Wales in an authentic and creative way and nodding to Wales’ history within the context of Britain and the world. To incorporate a series of glyphs allowing designers to bring in as much sense of place and character as required. Cymru Wales Sans usage is pan sector Welsh Government marketing & communication teams, selected organisations and contracted external studios. A cornerstone of the new Nation brand with the Welsh language centre stage.
Brand History
‘Brand Wales’ had only really manifested itself in the past within ‘Visit Wales’ – the Welsh Government’s Tourism arm. Its last brand had been in place for over a decade and without any guardianship had evolved organically in many disparate directions. The abstracted dragon marque had little relevance to the Nation’s flag and there was little or no resemblance (visually or tonally) in the communication collateral produced by the different sectors – Tourism, Business, Food & Drink etc. 
Solution & Cultural Context 
The bespoke typeface takes cues from the Welsh typographical heritage but we didn’t wander into the territory of pastiche or parody. Our research informed the look, feel and personality of many consonants (d/h/l/m/n/u) and crucially 5 of the 8 diagraphs that are unique to the Welsh language, Ch/ch/ dd/Ff/ff/Ll/Th/th. These set the infrastructure for the more expressive, headline cut of the type, Cymru Sans (Welsh for ‘Wales’). Wales Sans acted as the English-language counterpart.

  • Creative Directors Dylan Griffith
  • Art Directors Joseph Burrin
  • Designers Alex Frew
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
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