Swansea

brand identity \ motion graphics \ wayfinding & environmental

Swansea is a small county, overflowing with talent. It is known for its poetry, its sport, for its unique industrial landscapes and townscapes, its coastlines, castles, and abbeys. However, until now, Swansea has not had a central visual brand identity that it’s people could relate to, interact with, or be a part of. With a £1 billion transformation story under way it seemed fitting to, at this pivotal time in Swansea’s history, make a brand identity that represents the movement and change that Swansea county is experiencing.

Despite 78% of Swansea’s population being born in Wales, only 10% are able to speak Welsh, and over half don’t feel connected to their history or environment. We want the Swansea brand to serve the county’s 246,600 population, in order to reconnect them with their environment and celebrate their homeland.

Within this proposal is a clear brand identity that locals can be proud of. It will connect the Swansea people to their history and culture. We don’t want to throw a set of branded elements at the county and expect our audience to interact with it, we want it to seep into their everyday and show that this brand identity is not just for them but part of them. We want the brand to grow as Swansea grows.

To find out more or explore the full proposal, get in touch!

Alphabet letters in black and white on a green background.
A blue vertical flag with white outlines of a map and the text 'Aerトwve' hanging on a flagpole against a clear blue sky.
A collage of four scenic images from Swansea, Wales, with text prompts urging viewers to explore and hashtag their visit. The first image shows dense green forest at Penllergaer, the second features the Mumbles lighthouse by the sea, the third depict
Diagram showing two decorative signs, one made from copper and one from concrete, with detailed close-up of their surfaces. The copper sign has a shape inspired by a logo, can be interacted with, and is made from copper as a nod to Swansea's historic
Four smartphone screens displaying photos of Swansea landmarks with overlaid map contours and location tags, set against a beige background with white map lines.
Soccer jersey with a white background, black short sleeves, and black abstract line designs. The front features a black and white club crest on the left chest, a yellow J logo on the right chest, and a red collar trim. The back displays the name Grim
A white tote bag with a drawn topographical map design, held by a hand against a teal background, featuring a checklist of popular Swansea attractions.
Modern bus stop with advertisement displaying a rocky shoreline and water, and a digital map with pink lines on a transparent panel, set against a brick building.
A map with a blue background and light blue contour lines overlaid, with the word 'Swansea' inside a white rectangular border in the center.
Blue flag with logo and text 'Advection' flying on a pole against a blue sky, with white abstract line design on the left and the words 'Brand Booklet' in white in the center.
Page from a report with the title 'Summary.' The text discusses the Welsh language in Swansea, a new Swansea brand identity, and a campaign called #ExploreYourswansea. The page features a pink line drawing of a face in the margins.
A grid displaying four black and white logos of Swansea and Aertawi, labeled as 'Primary Logos,' with the Swansea logo on a black background and the Aertawi logo on a white background.
Chart with colorful squares and white line drawings of a mountain range, with color hex codes written on each square.
A collection of twelve variations of the word "Swansea" in different colored text, each within a wavy rectangular outline, arranged in a 3x4 grid, with colorful wavy lines on the left side of the image.
Typography chart showcasing the alphabet in various fonts and styles with a green background and white and black text.
A hillside covered with dense bushes and trees, with the word 'tío' and a Wi-Fi symbol overlayed in white text.
Blue infographic with topographical map lines and white text titled 'Explanation' outlining three ways to celebrate Swansea's homeland and culture: environment, language, and partnerships.
Swansea coastline with sandy beach, green cliffs, and blue sky, overlaid with white text reading '#EichAbertwae' and 'Three Cliffs Bay' with a check box next to it.
A promotional graphic showcasing four travel destinations in Swansea, Wales, including Penllergare, Mumbles, Three Cliffs Bay, and Oystermouth Castle, inviting exploration with hashtags #YourSwansea and #EichAbertawe.
A scenic view of a waterfront promenade with a decorative metal railing, a concrete map sculpture, and a small pier with a cream-colored building with a red roof, labeled 'Life Boat.' Sailboats are on the water, and hills and city buildings are in th
A diagram of alternative signs made from concrete and copper, with text describing their design features and historical significance, featuring a copper sign with a textured, crumpled appearance and a concrete sign with colored contour lines.
Map of Wales with colored location pins and text about social media filters and contour line branding.
Four smartphones displaying Instagram stories with locations overlaid: Caswell Bay, Oystermouth Castle, Mumbles Pier, and Swansea City Football Club, on a background resembling a topographic map.
A tote bag featuring a topographic map outline of Southampton, England, with a checklist of visited locations including Mumbles, Three Cliffs Bay, Wind Street, Castle Gardens, Oystermouth Castle, Gower Peninsula, Uplands, Clyne Gardens, Penllergare,
Two pin badges, one labeled 'Uplands' with a dark blue and pink topographical design, and the other labeled 'Mumbles' with a green and orange topographical design. Below, a description explains they are collectible badges from Swansea County Council
A collage of two posters with Welsh words and their English definitions. The left poster shows a group of people protesting, with the Welsh word "Teulu" and its definition as "a family, household, clan or tribe." The right poster displays a rooftop w
A modern bus stop shelter with a digital display showing a coastal scene with rocks and water, featuring the word "Hiraeth" and its definition, and a pink abstract line art on one side wall, in front of a brick building.
A collage of four images with Welsh words and their meanings. The top left shows a coastal landscape for 'Hiraeth,' a homesickness for a place you can't return to. The top right shows a group of people at a protest for 'Teulu,' meaning family or hous

Concept to Creation

Diagram of the Swansea logo with annotations explaining its design elements, including the cursive wave shape inspired by the Swansea flag, the Welsh glyphs influenced by the Black Book of Carmarthen, and nods to Swansea's stadium and history.
Collection of logos representing various organizations and events in Swansea, including Swansea City AFC, South Wales Police, Swansea University, Ospreys rugby team, National Waterfront Museum, Mumbles Pier, Grand Theatre, Swansea Street Food Festival, and others.
Collection of labels and styles of the word "Swansea" in various fonts, colors, and formats, including physical signs and digital text.
Sketches and logo designs for the word "Swansea" in various styles, including handwritten, geometric, and letter-based logos, along with geometric patterns and grid-based letter explorations.