Cariad is one of the most widely used words in the Welsh language. It translates directly as “love,” but in everyday use it works much like darling, sweetheart, duck, flower, petal, treacle or sausage. This design puts the word front and centre, using bold lettering and a slightly retro graphic style that gives it the feel of an old badge or sign. The layout remains simple and balanced, letting the word carry the warmth behind it. In Wales you’ll hear cariad in all sorts of places - between family, friends, hairdressers, plumbers, scaffolders, garden centre managers, insurance loss adjusters, council planning officers, funeral directors and whoever is closest to the kettle. A bright graphic built around one small Welsh word that manages to say quite a lot.
