Bulletproof has created a new global brand identity for the Football Association of Wales (FAW). The studio drew inspiration from both the brand's motto, 'Together, Stronger' as well as the Welsh landscape - from the rolling hills of Glamorgan, to the valleys of the Rhondda and the peaks of Snowdonia - in creating a new visual identity for the FAW representing all facets of the association.
"A land built on centuries of pride, resilience and determination, Wales is a modern nation with an ancient heart," Bulletproof commented. "Right from the outset, it was very clear to us that this is a place where football is so much more than just a game.
"With that in mind, we knew we needed to deliver more than just a badge refresh. We needed to create a modern, iconic brand that would incorporate the National Association, National Team, and Leagues & Cup competitions - allowing each individual facet to shine in its own right.
"Inspired by the spirit of the nation and the FAW's positioning as a provider of support and inspiration, 'Built on Welsh Spirit' became our creative idea. Respecting the FAW's rich heritage and traditions, while embracing a more progressive outlook, this idea formed the foundation of every aspect of the brand.
"The FAW underpins all levels of football in Wales, so we felt our Dragon should embody that. Taking inspiration from previous iterations, we set out to craft something new that would reflect the indomitable spirit of the nation - something strong and solid to support every level of football in the country. A proud icon of strength and resilience, that embraces the traditions of the past, while looking ahead to the future.
"The execution was inspired by chiselled rock and slate carving, representing centuries of Welsh craft and industry, yet sufficiently simple and iconic to look - and feel - at home in today's modern global sporting arenas.
"Our new brand uses a modular system based on building horizontal rows to create something that represents growth and support from the ground up. And proudly anchoring it all is our Dragon, providing a strong, solid bedrock for everything else to shine upon.
"Working alongside a typographer, we also created a bespoke typeface, 'Welsh Spirit' in line with our creative idea. Designed specifically with chiselled, firm foundations, it celebrates the traditional art of Welsh slate carving, yet is also inspired by the modern condensed sans serif typefaces used in sport.
"And finally, our brand colours are all grounded in the Welsh landscape: from the rolling hills of Glamorgan, to the valleys of the Rhondda and the peaks of Snowdonia."