King’s charity formally changes name as new branding unveiled
The King’s Trust Group of charities has also unveiled its new branding
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The King’s long-standing youth charity in the UK will change its name from Tuesday.
Charles set up the Prince’s Trust nearly 50 years ago when he was Prince of Wales, but it will now be known as The King’s Trust in the UK, after other entities across the world transitioned to the name in April.
He launched the trust to help disadvantaged young people overcome challenging circumstances, get into employment or launch their own businesses – and it has become one of the UK’s leading youth organisations.
It has helped more than 1.3 million young people to date and its celebrity ambassadors include former England football manager Gareth Southgate and presenters Ant and Dec.
The King’s Trust Group of charities has also unveiled its new branding, created by Yorkshire-born designer James Sommerville.
The logo shows a red background behind a white crown.
Mr Sommerville said it was an “honour” and a “privilege” to lead the rebranding, saying the logo honours the King and is a symbol of the charity’s “connection and community”.
The Trust also announced a new tagline, “Working for young people”.
Chair Alison Brittain said the rebrand marks an “exciting new chapter” for the charity.
She added: “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.”
In November last year, it was also announced that the Prince’s Foundation – which promotes the built environment, heritage, culture and education projects – and the grant-giving Prince of Wales’s Charitable Fund (PWCF) were being rebranded.
Charles once spoke of his hope that his two sons William and Harry, now the Prince of Wales and the Duke of Sussex, would take over the Prince’s Trust, which he set up with his Navy severance pay in 1976.
But William is paving his own way as the new heir to the throne, focusing on homelessness and mental health.
The switch in name to The King’s Trust means the monarch is keeping this charity and the two other organisations firmly under his wing, despite the demands of his role as King.
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