Making Wales Proud
Cricket faces a familiar tension in the sporting world: how to welcome a new generation of fans without losing the loyalty of those who have followed the game for decades. For Glamorgan, the challenge was to broaden the appeal of matchdays while still respecting the traditions and rhythms that long-time supporters value.
In anticipation of the 2026 season we crafted a creative wrapper designed to capture the excitement, intensity and fun of cricket. The approach was deliberately more grown up. The identity allows the emotion of the sport to do the work: the anticipation before a ball is bowled, the eruption of a boundary, the tension that sits between moments. By simplifying the visual language, those feelings had space to breathe. We wanted to create something that could appeal to long-time followers while also welcoming new audiences. A brand that respects the traditions of the game, but feels comfortable as part of modern Welsh culture. As something people want to experience, not just observe.
The ambition was to position Glamorgan not just as a team to follow, but as a destination to experience and a symbol of Welsh identity. Whether for lifelong supporters or first-time visitors, the club becomes a place where people gather around the game and the culture that surrounds it.
Cricket lives in the moments around the game: the crowd leaning forward for a catch, the applause after a spell of bowling, the laughter between overs on a warm evening. The identity reflects this wider atmosphere, shifting the focus towards scenes that capture the experience of the sport.
The result is a richer story of Glamorgan cricket. The big moments, the small ones, and everything in between.
To support this ambition, we built a flexible brand system to run across 2026. The system provides a clear visual framework that can flex through the season while keeping every matchday communication recognisably Glamorgan.
The typography was chosen to feel established yet relevant, confident enough for competitive sport but refined enough to give the club a stronger cultural presence in 2026. We expanded the colour palette to introduce more vibrancy and introduced an emotive and atmospheric art direction principles. Together these elements create a system that is cohesive but flexible, allowing Glamorgan to move fluidly through the season while always feeling like itself.
