The Partners & The Prince's Foundation

The London design agency The Partners has created a new identity for the Prince's Foundation, a charity headed by the Prince of Wales. While plenty of people are aware of the Prince's Trust, which helps young people make their way in the world, the Foundation is less well-known but does equally important community-building work. It may now receive more recognition thanks to this well thought out new look.

Distinguishing The Prince's Foundation from The Trust was part of the challenge and a very different interpretation was made of the Wales crest with its three plumes. Here it is set on a five-pointed flower shape. But perhaps the most powerful thing about the new identity is the strong blue which has a light-yet-deep characteristic to it. "The blue has a very specific role to play. It’s their signature colour. We are looking to build an association with the colour, whenever you see it you are seeing something positive that the Prince’s Foundation has made happen. The secondary colours are used to code their three core purposes: to engage, to educate and empower," says Sam Griffiths, senior designer at The Partners.

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