New logo

Old logo

Plaid Cymru has unveiled its new logo, saying the party's rebranding marks a fresh start.

Having already this week launched a 'sonic logo', which could be made available as a mobile phone ringtone, the party has continued its rebranding exercise by unveiling a new visual image.

Based on the Welsh poppy, the replacement logo is said to chime with the party's ambitions for organic growth.

Party president Dafydd Iwan said the new look had been based on an attempt to show that Plaid Cymru - or just 'Plaid' as it is named on the logo - represents all the people of Wales, regardless of language, ethnicity or gender.

It also aims to emphasise that the nationalist party is outward-looking and has a "vision to make Wales a better place to live and work".

Director of elections Adam Price said the old 'triban' logo had "served the party well".

The triban logo, which has been in use since 1933, was said to represent the three key Plaid Cymru values of self-government, cultural prosperity and economic prosperity.

"However, we felt we needed a new image befitting the 21st century," Price added.

"The new logo is the visual support for a much wider process the party is undertaking to revitalise itself such as our innovative 'what Wales wants' programme and the formation of the new national campaigns unit.

"The new logo provides the background to these developments.

"Our new identity is based on organic growth which will help us in our aim of broadening our appeal as a party."

And Iwan said the corporate identity "signifies a new start for Plaid".

"The rebranding of the party has been based on building on our core values, and with the new logo we now move forward with confidence," he said.

But the rebranding exercise came under fire from the party's opponents.

Nick Bourne, leader of the Conservatives in the Welsh assembly, said: "It has been clear for some time that the nationalists lack direction, fresh thinking and real leadership.

"They offer the people of Wales nothing more than tired, outdated ideas and bitter in-fighting.

"Plaid Cymru is only going in one direction and that is backwards."

And Jenny Randerson, Welsh Liberal Democrat campaign chief, said the rebranding was "a bit like repainting your house while ignoring the fact that the foundations are crumbling".

"Sure the house will look nice today, but it will fall down tomorrow," she added.

"It's not a new logo that Plaid Cymru needs. It's a new agenda.

"The people of Wales do not aspire to separatism.

"All the polls suggest that what they want is for Wales to have more control over its destiny, but retain the advantages of working within Britain. "

Commenting on the decision to drop the word 'Cymru' from the new logo, Randerson added: "Plaid simply means party. There has long been confusion about what exactly Plaid Cymru stands for so now they've decided go without any description in their name.

"Plaid Confused would be more appropriate."