Wales to boost profile overseas with fresh identity

Wales is this week stepping up its creative credentials and is poised to embark on a series of initiatives to bolster its long-term commitment to design.

A pitch to appoint a consultancy to create a new ‘innovative logo’ and brand identity for Wales has been announced by The National Assembly for Wales European and External Affairs, part of the National Assembly for Wales. The consultancies invited to tender will be required to produce worked-up creative recommendations of the logo as part of the process.

The brief is to design a visual identity that best captures the essence of Wales, developing a logo that is flexible enough to be applied across a wide range of applications, such as on-line, print, broadcast materials and tourism business signage. The identity will be used mainly for overseas promotions and events.

Meanwhile, Creative & Cultural Skills has launched its five-year strategy for Wales. This includes an initial workforce development plan that will lead to a full skills and training agreement with the Welsh Assembly Government.

Miles Fletcher, national manager for Wales, will work closely with a newly-formed employers group for Wales to develop initiatives that target problems, such as a short-term specific skills shortage.

A new Welsh office, which will possibly launch in Cardiff, is scheduled to open next year. It will share its location with the new Creative Industries Service of the Welsh Assembly Government.

Olwen Moseley, Cardiff School of Art and Design director of enterprise and development, has also confirmed that Wales will host a second annual design festival next year. The format will be based more on London Design Festival’s working model.

According to Moseley, ‘The festival will build on last year, and we hope to have more participation and events which will raise its profile, celebrating not only good design, but Welsh design.’

Members of Creative & Cultural Skills Employers Skills Group for Wales

• Chairman Judith Isherwood, chief executive, Wales Millennium Centre

• Sue Balsom, managing director, FBA Group

• Natasha Hale, chairman, Welsh Music Foundation

• Alan Hewson, director at Aberystwyth Arts Centre