FAW: From Grit To Glory...

Welcome to a place where football is more than just a game.

Like Wales itself, the new identity is built on craft, graft – and forged in the fires of industry. Rugged yet beautiful, natural but precise, it draws inspiration from the art of Welsh slate carving. While our handcrafted dragon represents the indomitable Welsh spirit and unconquerable will to win.

The realisation of a shared vision – this is not just for the players, but the people too. The unsung heroes. The keepers of the flame. A powerful symbol of passion, progress and pride, for a footballing nation reborn.



The FAW challenged Bulletproof to deliver a new identity that would encompass all football in Wales. An inclusive brand embodying the FAW’s motto of ‘Together, Stronger’ and reflecting the vital role it plays in supporting and encouraging players and fans throughout football.

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+44 (0)20 7395 3636 hello@wearebulletproof.com