Mr Morgan said: "The three key values for the brand are the spirit of the people - honest and unpretentious, the human spirit of the place called Wales - small, open and accessible, and thirdly a national attitude which is challenging and prides itself on being a small clever country with big ideas." Enterprise department marketing director Roger Pride said one eye-catching advert used a picture of a sheep. "I don't think that's clichéd. I think that's being able to poke fun at ourselves and being proud and confident," he said.. The logo was devised by Cardiff graphic designers 6721. "It was difficult to imagine a national identity which didn't represent a dragon," Mr Pride said. "But the challenge was to present it in a different way." However, Lib-Dem Assembly leader Mike German said: "It's another stylised dragon. "Wales isn't a brand. It's like describing chocolate or baked beans as brands. Wales is a destination, a geographic place - we need to brand the activity that goes into it," he added. Tory leader Nick Bourne said: "This is hardly an original idea from a government which is not exactly renowned for its original thinking. This has been done without consultation and no doubt at great expense to the taxpayer." Plaid Cymru's shadow enterprise minister Alun Ffred Jones said: "Plaid and the rest of the people of Wales can only hope that the Labour Assembly government is more creative and original in forming its economic policies than the design of this logo." | 
