Duke of Edinburgh Award in global rebrand

The Duke of Edinburgh Award, the youth volunteering organisation, is overhauling its brand by introducing its first consistent global brand strategy.

duke of edinburgh

It includes a new logo, designed by Dragon Rouge, which introduces a multi-colour ribbon design.

The international programme is also introducing a set of guidelines on how the branding should be used by each country and setting up an online hub so that international branches of the organisation can access market materials and artwork for local campaign and awareness raising.

The organisation claims the scheme is growing in the UK and internationally. Nearly 900,000 young people joined the award scheme last year.

A digital platform for volunteers to record their activities and an online training system are also being launched to offer members and its leadership teams more access to resources.

The branding, which is part of a wider plan to modernise the 56 year old brand, will roll out to more than 140 countries over the next two years. It is being unveiled today (22 November).

Laura Thrackray, communications director for the organisation, says: “We haven’t maximised the brand value and the equity we have globally and haven’t built on our reputation.We recognise that we need to compete for people’s time and offer more diverse ways for people to interact with DoE.”

The DoE Award was launched by Prince Philip 56 years ago.

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