London design agency Bulletproof has developed a new visual identity for the Football Association of Wales, featuring a modernised version of its red dragon badge.
Bulletproof was tasked with overseeing the first major refresh of the association's branding in a decade. The brief called for a new identity that would encompass all football in Wales and embody the organisation's motto of "Together, Stronger".
Basing its design on the country's heritage and traditions, the agency set out to create a system of graphic assets for the digital age with the dragon as its central element.
Other aspects of the project include a new typeface and a colour palette inspired by the Welsh landscape.

"We knew we needed to deliver more than just a badge refresh," said Bulletproof. "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." The dragon emblem, which is found on the shirts of the Welsh national teams, was last updated in 2010. Since then, the Football Association of Wales has modernised its practices and wanted its new identity to reflect its progressive and diverse outlook.

The new dragon at the core of the branding project features a pared-back form with cleaner edges and sharper angles. This aesthetic aims to create a symbol that is bold and forward-looking, while referencing the traditions of the past....