The King's Trust Introduces New Logo and Vision to Empower Youth
King Charles has initiated a rebranding of his long-established charity to better connect with younger audiences, particularly the “TikTok generation.” Formerly known as The Prince’s Trust, the organisation has been renamed The King’s Trust following his ascension to the throne.
The charity, which has supported over a million young people since its inception in 1976, is one of Charles' key philanthropic achievements. Now, a fresh visual identity has been created by James Sommerville, a former beneficiary of the charity who is now a successful designer. The new logo, a crown-inspired image featuring a young person surrounded by mentors, reflects the charity’s mission to empower and uplift youth.
Sommerville explained that the design is meant to resonate with today’s digital-first generation, ensuring it works effectively on platforms like TikTok. The new tagline, “Working for young people,” will also appear on the charity’s digital channels as part of its modernised messaging.
Charles expressed his enthusiasm for the updated branding, which aims to extend the charity’s impact on a global scale, with outreach in regions such as Asia, Africa, the Caribbean, and the Middle East. The King's Trust continues its mission to help young people develop skills, education, and career opportunities, with notable success stories like actor Idris Elba, who launched his career with the Trust’s support.
