King Charles has made a major move ahead of his upcoming international tour.
The Prince’s Trust, founded by King Charles III in 1976 when he was the Prince of Wales, has officially rebranded as the King’s Trust.
The change, approved by the Privy Council, comes with a new logo designed by James Sommerville OBE, a former beneficiary of the charity.
The updated branding, which replaces the Prince of Wales’s feathers, features a crown-like image with figures representing a young person supported by mentors.
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This significant transformation aims to keep the organisation relevant while maintaining its core mission of supporting young people across the globe.
The new logo, designed pro-bono by Sommerville and his team, will be launched worldwide today across the Trust’s digital platforms.
It includes a tagline “working for young people”, for the first time.
The King, who suggested the original Prince’s Trust logo design, is said to be delighted with the rebranding.
The updated imagery will make its public debut during the King’s upcoming trip to Australia next week.
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Sommerville explained the logo’s significance, stating: “It places young people at the centre, just as I was placed.
“It [also] needs to show up not just on a business card as in the old days, but also on TikTok.”
James Sommerville’s connection to the King’s Trust runs deep. He was one of the 1.3 million people who received help from the organisation, using a grant to co-found his first design agency, ATTIK.
Now a successful entrepreneur, Sommerville’s pro-bono work on the new logo symbolises the Trust’s impact.
He said: “I hope this refreshed brand serves as a sign of hope and togetherness for the next generation, just as the trust was for me.”
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The logo’s design captures both the Trust’s heritage and its contemporary relevance, reflecting the organisation’s enduring commitment to supporting young people in an ever-changing world.
Despite the rebranding, the King’s Trust remains committed to its core purpose.
Jonathan Townsend, chief executive of the organisation, emphasised this continuity, stating: “Our work and our purpose doesn’t change at all.
“But hopefully this moment helps us to remain very present and very much there for the young people we hope to support.”
The rebranding marks a new chapter for the Trust, aligning its identity with the current monarch while maintaining its focus on empowering young individuals.
