Welsh Rugby Union
Principality Stadium brand identity


Create a brand for the renamed Millennium Stadium that conveys to a wider audience the stature and impressive footprint it creates in Cardiff.


Using the striking and unique architectural features of the stadium as a starting point, the brand captures the awe inspiring nature of attending a match, concert or event. The iconic spires come to the fore in the logo and the wider rollout, while the only closing roof in the UK features in the graphic language, expressing the atmosphere generated inside the stadium.


Concepts, creative direction, design direction.