Theatr Cymru
A platform for
Welsh creativity
Project overview
Strategy
Brand identity
Motion design
Digital design
Theatr Genedlaethol Cymru, Wales’ national Welsh-language theatre, was founded in 2003. Since then, it has established a reputation for innovative and engaging performances, using a touring theatre model to take the arts to audiences across the nation. Two decades on, we were tasked with crafting a new identity to reflect the evolving role it plays in Wales’ cultural life. They wanted a brand that would continue to help shift perceptions of what theatre is in modern Wales, embodying their inclusive, welcoming and people-focused approach to performance.
The brand
We created a dynamic, flexible brand identity that provides a platform on which Welsh creativity can be elevated — a space where stories come to life, where Wales and the world can connect through drama, joy, and dialogue.
A new name for a new era
The switch to using the simpler Theatr Cymru signals confidence and approachability, making the brand accessible to broader audiences without losing its national significance. This concise name highlights the theatre’s evolving mission while celebrating its cultural roots.
Logo and platform device
At the heart of the brand is a bold, adaptable logo paired with a dynamic platform device. The logo is simple and approachable with individually crafted letters adding a hint of warmth and welshness. The adaptable platform provides a flexible device, allowing individual productions and projects to shine, whilst maintaining brand.
Typography
GT Pressura headlines and Inter ensure a welcoming, contemporary and legible type system. A standout feature is the attention to Welsh digraphs, such as the TH, ensuring linguistic nuances are celebrated.
Colours inspired by Wales
Theatr Cymru’s expressive colour palette – including Lilac Llandeilo, Gwyrdd Twm, and Coch Mynwy – draw from the Welsh landscape and cultural vibrancy. These tones bring warmth and energy to digital campaigns, merchandise and printed materials alike.
Design for a digital-first world
The brand extends seamlessly into motion design, emphasising fluidity and dynamism. Animated elements bring the platform device and logo to life, enhancing storytelling through trailers, social media content, and digital promotions. These elements highlight the theatre’s innovative approach and its focus on engaging modern audiences.
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