The Cymru Leagues have officially unveiled a modernized visual identity for the Cymru Premier, Cymru North, and Cymru South divisions. This brand refresh arrives at a transformative time for Welsh domestic football, coinciding with a significant restructuring of the league’s top tier.
As the Cymru Premier prepares for the upcoming season, the league is set to transition into a new format and expand its membership to 16 clubs. This strategic growth required a visual identity that could match the league’s evolving ambitions and provide a unified voice for the sport across Wales.
A Research-Driven Brand Development Process
The development of the new brand began in April 2025 in collaboration with CREO, a creative agency based in Cardiff. The project was built upon four foundational pillars: Community Connection, Proudly Cymraeg, Driven by Ambition, and Always Authentic. These values were not chosen in isolation but were the result of an extensive 18-month consultation period.
To ensure the new look resonated with the heart of Welsh football, the Football Association of Wales (FAW) engaged in a comprehensive feedback loop. This included focus groups with individual clubs, interactive workshops, and wide-reaching supporter surveys. By speaking with local businesses, partners, and those with firsthand “lived experiences” at Cymru Premier matches, the designers were able to capture the unique atmosphere of the domestic game.
National Identity and the Symbol of the Dragon
A consistent theme emerged throughout the consultation phase: the importance of national heritage. Fans overwhelmingly expressed a desire for the dragon to be the centerpiece of the new identity. By incorporating this iconic symbol, the league has created a brand that is unmistakably Welsh, serving as a powerful statement of cultural pride and national belonging.
Julie Parienti, the FAW’s Senior Brand & Marketing Manager, highlighted that the project was a direct reflection of the people who support and sustain the league. She noted that the rebrand goes far beyond a simple logo update; it is a strategic effort to define how Welsh football presents itself to a global audience. The new identity is designed to be ambitious and authentic, providing a clear story that connects the league to its clubs, volunteers, and fans.
Impact on the Future of Welsh Football
The launch of this new identity is expected to have a lasting impact on how the Cymru Premier and the wider Cymru Leagues are perceived by broadcasters, sponsors, and local communities. By creating a brand that feels uniquely Welsh and deeply connected to its roots, the FAW aims to achieve greater visibility and a heightened sense of recognition for the domestic game.
Summary of the Cymru Leagues Identity Refresh
This comprehensive rebranding marks a pivotal chapter for the Cymru Leagues as it heads toward a 16-club expansion. By grounding the visual identity in community-driven values and the traditional symbol of the dragon, the league has successfully aligned its brand with the passion and heritage of Welsh football. This modernization ensures that the Cymru Premier is well-positioned for future growth, fostering a renewed sense of pride among supporters and stakeholders across the nation.
