Smörgåsbord’s Dylan Griffith on rebranding Wales, and the "definitive dragon"

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“Call me biased, but I think Wales is pretty epic,” says Dylan Griffith, whose design studio Smörgåsbord was behind the recent rebrand of the country. Commissioned by the Welsh government, the visual identity is all encompassing, with a bespoke Cymru Sans typeface, a logo, and treatment for all types of communication that subtly but unmistakably references Welsh heritage.

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