Wales Evolution of the Dragon
Badge Drawing It is no surprise to find out that another football association has changed its crest. We have seen it with Japan, Italy, France, and even the USA for the past few years. A new trend is booming in football and the main goal these franchise want to achieve …
It is no surprise to find out that another football association has changed its crest. We have seen it with Japan, Italy, France, and even the USA for the past few years. A new trend is booming in football and the main goal these franchise want to achieve is to commercialize and profit out of their brand. Just recently, Wales revealed their new identity and its quite a nice update. The Football Association of Wales went as far as to updating their leagues and cup logos to create a cohesive identity. The Leagues and Cups were given their own independent identities.
Established in 1876, Wales is the third-oldest national association in the world. Member of the FIFA and UEFA, Wales teamed up with the creative agency Bulletproof to shock the fans with a brand new identity. Well, I wouldn’t completely say brand new but rather a nice update to what they already had. The elements of their previous crest (shield, color, banner, and dragon) remained the same, however, the design was updated.
To start, the fantasy shield of their previous crest changed and was converted into a French old style. The symbolic dragon was redesigned influenced by the traditional welsh art which is known as Slate Carving. The new dragon was illustrated as a solid icon with unique angles and crafted edges. The dragon silhouette was given a bolder look and is multifunctional to the point where it is able to work outside of the shield. The color palette was slightly updated in tone but still fall under the same family which are green red and white.
Although the main crest no longer contains the banner with the welsh football motto, the banner still plays a major role in the teams’ identity. The banner with the phrase Gorau Chwarae Cyd Chwarae which means ‘The best play is team play’ was also redesigned to be stitched below the back collar of the National Team shirts. The cohesive new look of the Wales football includes a custom typeface that was inspired by the traditional Trajan typography.
Overall, I believe it was a good change. As always I enjoy seeing evolutions of logos that respect the elements of their previous identities. This brand update shows that there are ways of modernizing football logos without getting rid of the teams’ history. I think the updated dragon is pleasant looking. However, the only element I’m not completely sold on is the shield; I did like the previous fantasy shield better. Although I feel I have seen this custom typeface before, I do think it goes well with the identity. See below the completely new look of the Football Association of Wales.
All images ©Football Association of Wales/Bulletproof