When Prince Charles became King George, the trust named in his honor needed a name change. The now-named King’s Trust Group helps 11- to 30-year-olds develop life skills and prepare for work life.
ATTIK co-founder James Sommerville—a beneficiary of the Trust when he was 19—created a new identity for the Trust. The organization’s previous logo was a crown of three white feathers, a motif pulled from the then-Prince of Wales’ coat of arms. The new design is built on the shape of the crown, but it is meant to communicate the group’s purpose.
From a Design Week article: “The central oval represents a young person. The two bigger ovals on either side represent two other figures—mentors, staff, businesses—‘everyone who gets involved with the trust, and invites that young person to step forward and hopefully fulfill their dream,’ [Sommerville explains.]
