Creating a new brand is always a huge challenge, and when you’re talking about Wales’ national radio station, the challenge is that much greater.

BBC Radio Wales’ identity was a familiar image across Wales, on television screens, on poster sites, and on bus sides, it gave the station a unique look and a brand personality all of its own for the first time.

BBC Radio Wales is a communicator – providing information for the whole of Wales, whilst also reflecting all that goes on in Wales – a two-way communication process. In Wales, we are great consumers of information in its many forms – news, sport, entertainment and gossip. Whatever the subject we love to talk, whether over a pint, over the garden fence or in the corridors of power. And to talk, we need to be informed.

Building on these central themes of communication, the brand evolved from the shapes of quotation marks and speech bubbles. We were looking for a way to capture the dynamism of communication in a simple, friendly way. It was from this process that the birds were hatched.

Looking back the most significant feature of this BBC Radio Wales branding, is the lack of stereotypical Welsh icons - not a dragon, or leek, or celtic knot in site.

That’s got to be a good thing yeah?