THE CYMRU Leagues is delighted to share a new brand and identity for the Cymru Premier, alongside the Cymru North and Cymru South.
The 2026/27 season is a hugely exciting time for domestic football in Wales, as the Cymru Premier transitions to a new format and expands to 16 clubs – bringing more jeopardy, drama and entertainment.
A new adventure required a new identity, and since April 2025, the Cymru Leagues has been working alongside Cardiff-based creative agency CREO to build the new brand with a set of clear values: Community Connection, Proudly Cymraeg, Driven by Ambition and Always Authentic.
The process has involved club focus groups and workshops, supporter surveys, engagement with partners and local businesses, and building a strong understanding of lived experiences at Cymru Premier games.
The feedback was honest and passionate, yet clear. The brand needed to be bolder and more confident, gritty and unapologetically Welsh.
It needed to represent local pride, have a strong emotional connection and have people at its heart.
As a result, the Cymru Premier’s new brand is a story shaped by the communities and towns that breathe life into every club. This is more than a league. This is our heartbeat, our heritage and our identity. Through unwavering community connection, the Cymru Premier will stand as an authentic and ambitious national league that is not just watched but truly lived.
Throughout the rebrand process, one symbol appeared time and time again. Fans wanted a dragon. Not as decoration, but as a statement of identity. A symbol that belongs unmistakably to Wales.
The result is a modern interpretation of the legendary Golden Dragon of Owain Glyndŵr – Y Ddraig Aur – a symbol of ambition, courage and belief.
Drawing inspiration from both Glyndŵr’s dragon and some of the earliest forms of Welsh dragon symbolism, it has been reclaimed and redefined for the Cymru Premier. Rather than looking outward for inspiration, we looked deeper into Wales’ own stories and symbols.
The colour palette draws from the black and yellow of the flag of Saint David, our patron saint, creating a bold and distinctive visual identity unlike any other league.
Bespoke typography draws from historic Welsh manuscripts, including early versions of the Mabinogion, reinterpreted through a contemporary lens.
A vibrant ember inspired gradient reflects the passion burning within Welsh football’s communities, from proud terraces to the volunteers and supporters who keep the game alive.
A consistent 16-degree angle runs throughout the visual language, creating movement and forward momentum while nodding to the league’s new 16-team format.
The dragon symbol is retained in the new identities of the Cymru North and Cymru South, which draw inspiration from the most universally recognised playing field on earth – the football pitch.
When brought together they complete the Cymru Leagues system. Julie Parienti, FAW Senior Brand & Marketing Manager, said: “I’m incredibly proud to share the outcome of a project that has been shaped over the last 18 months through extensive research, collaboration and listening to the people who live and breathe Welsh football.
“For the first time, the Cymru Premier and the wider Cymru Leagues have a brand built from the voices of the communities they serve, with a clear story and identity at its heart. This rebrand is about far more than a new logo. It is about defining who we are, what we stand for, and how we present Welsh football to the world.
“Working alongside CREO and my wider FAW team has been a hugely rewarding experience. Together, we have created a brand that feels uniquely ours, authentically Welsh, ambitious, and deeply connected to the clubs, supporters, volunteers that make this league special.
“I’m excited to see the identity come to life across clubs, broadcasters and communities throughout Wales, helping the Cymru Premier achieve the visibility, recognition and sense of pride that it deserves.”
CREO Managing Director Kat Shaw and Creative Director Jordan Thorne said: “From the very beginning, this project was never about creating a logo. It was about listening.
“Over the past eighteen months, we’ve had the privilege of spending time with players, supporters, volunteers, club staff, local businesses and communities across Wales. Their passion, honesty and unwavering belief in their clubs shaped every decision we made. This identity belongs to them.
“What struck us throughout the process was the authenticity of the Cymru Premier. In a football landscape that can often feel distant from its roots, this is a league that remains deeply connected to the people and places it represents. The volunteers opening gates on matchdays, the supporters travelling the length of the country, the players balancing football with everyday life, and the communities that carry their clubs with pride. Those voices became the foundation of this brand.
“Working alongside the FAW and the dedicated team behind the Cymru Leagues has been an incredibly rewarding experience. Their ambition for Welsh domestic football, combined with a genuine commitment to protecting what makes it special, has left a lasting impression on all of us at CREO.
“We hope this identity reflects the confidence, character and belief that already exists throughout the league. More importantly, we hope it helps tell the stories of the people who make Welsh football what it is. A story to be noticed far beyond our borders. “Throughout this journey, we’ve carried one thought with us: the Cymru Premier is a chance to taste European football for communities that should only have the right to dream about it. Where in the world but Wales could something so extraordinary feel so close to home?”
