Record label

Celt Iwan’s new identity for Sain, the iconic Welsh music label

Much like many other smaller record companies in recent years, Sain has suffered from the streaming boom and fierce competition from tech giants like Spotify and Apple. But fortunately he has a niche, finding success in Welsh language music. On much more stable ground than others in the industry, Sain wanted to strengthen its brand in the future.

He named Celt who designed a new logo that reinvents his 1975 iteration of his brand, which is reminiscent of a vinyl record, split to suggest the letter “S”. Celt added “sound wave” patterns to reinforce the brand’s musical core and applied colors inspired by the company’s classic albums.



As part of the rebranding, a bespoke typeface was created that upholds the story of Sain, something that is also readable on all digital platforms. It comes in two weights (light and bold) with angled cuts that echo those in the new logo. This is just the second typeface created for the Welsh language (after Cymru Sans by Smorgasbord), with eight unique letter combinations that appear in the Welsh alphabet.

“It’s a testament to Sain that the label has stood up to changes in the music industry over the past decades,” Celt told Creative Boom. “I really enjoyed looking at (and listening to) the label’s rich catalog of music to inspire elements of the brand’s new identity. The 1975 logo was a particular element that I wanted to resurrect as it is such a symbol. simple, yet iconic in the Welsh language music industry. Its renewed focus is to celebrate the label’s legacy, but also to serve as a dynamic asset that lives on throughout the brand. “







The new identity has been rolled out across all touchpoints, from merchandise and album covers to digital platforms and stationery.

Originally from Caernarfon, now based in London, Celt is a multidisciplinary designer with a particular interest in brand identities. He currently works for Sky Creative, where he recently worked on projects such as the Sky News identity refresh. For more information: www.celt.design.











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