The King’s Trust Group of charities today unveiled its new logo and tagline, which has been created pro-bono by renowned creative director and former beneficiary, James Sommerville OBE. The introduction of the new branding follows the announcement made in November 2023 that the charity is changing its name from The Prince’s Trust to The King’s Trust.
The King’s Trust Group is a global network of support for young people, established by His Majesty King Charles III in 1976, when he was HRH The Prince of Wales. The mission of The King’s Trust Group of charities is to work for young people, by empowering them to build the skills for a brighter future.
Creative director James is one of more than 1.3 million people who have been supported by The King’s Trust Group around the world to date. He co-founded his first design agency, ATTIK, with support and a grant from The Trust in the UK in 1986, when he was a 19-year-old street artist in Huddersfield. ATTIK grew to become one of the UK’s most respected design firms and James later went on to become Vice President of Global Design at The Coca-Cola Company.
James Sommerville OBE said: “It is both an honour and a privilege to creatively lead the The King’s Trust’s new brand – an organisation that has meant so much to me for almost 40 years. The crown in the logo honours His Majesty King Charles III and the heritage he represents, while the shapes in the crown represent three people – a young person at the centre, supported by mentors, staff, and everyone who rallies behind the mission to empower young people. It’s a symbol of connection and community.
“I realise that I was once that young person at the centre being helped by others. If this new identity can help shine a light on the importance of support and empowerment, then I feel I’ve fulfilled something deeply meaningful. I hope this refreshed brand, timeless yet relevant, serves as a sign of hope and togetherness for the next generation, just as The Trust was for me all those years ago.”
The new branding reflects His Majesty’s continued dedication to The Trust’s work. The project to deliver the new logo and tagline was undertaken in consultation with young people and the wider community of King’s Trust colleagues, volunteers and partners from around the world.
As The King’s Trust celebrates 10 years of work overseas in 2025 and looks towards the 50th Anniversary of its founding in 2026, the new brand also brings a development of the charity’s tagline, aiming to connect with young people, reflect its legacy, and set out a clear vision for the future.
The Trust’s new tagline, ‘Working for young people’, reaffirms the Group’s commitment to young people, and its mission is to work for young people, by empowering them to build the skills for a brighter future.
Alison Brittain, Chair of The King’s Trust Group said: “We are delighted to unveil our new branding, marking an exciting new chapter in the evolution of the charity. As The King’s Trust continues to work for young people in the UK and around the world, we are as committed to supporting young people to build the skills and confidence they need for work and ultimately a brighter future.
“The King’s Trust is immensely grateful to James Sommerville and his team for their creativity and dedication. It has been an honour to work alongside James, who was supported as a young person to establish his first business and whose deep connection to and understanding of The Trust’s work is woven throughout our new branding.”
