Swansea University

Swan v dragon on (and off) the rugby pitch

30,000 spectators. 35 different sports. One inspiring logo. This was a grudge match of epic proportions. And the strong brand identity we developed for it helped launch a new era for Welsh Varsity.

Here at Icon, we love a good logo. We also like nothing more than a home-grown rugby match. So we leapt at the chance to design a fresh identity for Welsh Varsity. It’s the biggest student sporting event in Wales, when Cardiff University and Swansea University traditionally line up against one another to do battle for the coveted Varsity Cup.

Our brief was to capture the spirit of this annual ‘grudge’ match. It’s an adrenaline-filled, crowd-roaring show of strength, but with plenty of friendly rivalry to boot. What better way to symbolise that than a logo depicting the dragon and the swan – two symbols of two great Welsh universities – going head-to-head on clothing, merchandise and pitch-side banners.

“We asked for a stand out identity for Welsh Varsity depicting the heritage and friendly rivalry between the two university. We got exactly that and the reaction has been amazing with the brand having credibility to both our student market and amongst the corporates too. With so many events across the UK aiming to emulate the Welsh Varsity, our brand definitely helps to distinguish us in a very crowded marketplace.”

Richard Lancaster
Head of Sport & Corporate Engagement, Swansea University

What we did

  • Brand identity
  • Campaign
  • Strategy and engagement
  • Marketing material
  • Event branding
  • City dressing
  • Advertising digital/print
  • Branded Merchandise


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