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Duke of Edinburgh's Award rebrands

Howard Lake | 4 September 2008 | News

On the 50th anniversary of the first Gold Awards being achieved, The Duke of Edinburgh’s Award has updated its look and feel.
Design agency ArthurSteenHorneAdamson (ASHA) have created new brand elements for the youth charity, including a new logo, tone of voice and photography styles. The rebranding was based on research with young people, adult Leaders, and supporters.
The charity’s mission has also been updated to reflect the work it does in line with the new brand and focus on helping all young people to achieve their full potential.
The new logo incorporates the personal cipher (the crossed ‘P’s and crown above the DofE) of the Patron, HRH The Duke of Edinburgh. This cipher is used as the royal recognition of achievement of an Award.
Designs and concepts for new on and offline resources were developed by ASHA and make use of gold, silver and bronze stripes to reflect the three levels of Duke of Edinburgh’s Awards, together with five coloured stripes representing the different types of activities young people do for their DofE.
The new brand will be rolled out across all material over the coming year.
Peter Westgarth, Chief Executive of DofE, said: “By updating our brand we hope to gain more immediate recognition and to appeal to even more young people, as well as increasing the number of adult volunteers who help young people to achieve their full potential.”