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Brand new look for The Duke of Edinburgh’s Award The world’s leading achievement award for young people unveils a modern brand makeover
Coinciding with the celebration of the 50th anniversary of girls doing their DofE and the 50th anniversary of the first Gold Awards being achieved, The Duke of Edinburgh’s Award has updated its look and feel and is bursting on to the scene with a modern image reflecting the young people it represents. Following research with young people, adult Leaders and supporters, the DofE Charity appointed design agency ArthurSteenHorneAdamson [ASHA] who created the new brand elements including a new logo, tone of voice and photography styles to suit a contemporary, leading youth Charity. The DofE’s Charity’s mission has 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:
New, aspirational imagery has been created incorporating photographs of DofE participants from across the UK taken by photographers Marksteen Adamson and Fergus Burnett. The stunning images celebrate and reflect the diversity of young people taking part and the activities they can do. 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 levels of Duke of Edinburgh’s Awards and five coloured stripes representing the different types of activities young people do for their DofE. New printed resources, website [www.dofe.org, designed by ASHA, built by S8080] and magazine for DofE Leaders accompany the refreshing modernisation of the new brand ‘DofE’. The new brand will be rolled–out across all material over the coming year.
Peter Westgarth, chief executive said: “Demand from young people wanting to take part in DofE programmes continues to grow year–on–year. 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.” Infolink: For further information write to the Head office: The Duke of Edinburgh’s Award, Gulliver House, Madeira Walk, Windsor SL4 1EU. Telephone: 01753 727423. Website: www.dofe.org. From your browser | Email the page | Email the page link | Print the page | Add page to favourites Handy guide to wellbeing series | For you, family and friends
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The new logo reflects the Charity’s research – that The Duke of Edinburgh’s Award is known simply as the DofE to most people. It incorporates the Patron HRH The Duke of Edinburgh [Prince Philip]’s personal cipher [the crossed ‘P’s’ and crown above the DofE]. This cipher is used as the royal recognition of achievement of an Award.