Cardiff’s Millennium Stadium rebrands as Principality Stadium

The new identity comes as part of a naming rights deal between the Welsh Rugby Union and the Principality Building Society.


Cardiff’s Millennium Stadium, the home ground for the Welsh national rugby union team, is set to rebrand as the Principality Stadium.

The new name is the result of a 10-year partnership between the Welsh Rugby Union and the Principality Building Society, which includes naming rights for the national stadium.

The new identity has been created by London-based consultancy Bear.

The WRU says the new identity is the result of “an extensive scoping process”.

The three shortlisted proposals
The three shortlisted proposals

This development process saw three design routes shortlisted, which were voted on by a panel which included former Wales international captain Ryan Jones, as well as staff and members from both the WRU and Principality.

WRU says: “The new stadium logo takes its inspiration from the venue’s iconic architecture; four spires, curved frontage and fully-retractable roof.

“The logo is bilingual across all its trademarks, featuring the word ‘Stadium’ and its Welsh translation ‘Stadiwm’, reflecting both organisations’ commitment to the Welsh language.”

WRU group chief executive Martyn Phillips says: “This logo will represent Welsh rugby, Principality Building Society and the nation on the world stage for the next 10 years and it was vitally important to us all that it reflected the iconic status of our national ground.”

The WRU says that work is now beginning to replace the previous Millennium Stadium logo, which has been in use since 1999.

It says signage featuring the new logo will be officially unveiled on 22 January 2016.

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