Prince’s youth trusts fly under new banner

BAMBER Forsyth’s new identity for the Prince of Wales’s youth trusts spearheads the restructure of the four trusts under a single name, The Prince’s Trust.

The newly unveiled restructure “was prompted by the confusion over the charity’s main activities”, according to Clare Fuller, Bamber Forsyth’s consultancy director. “Awareness was not always penetrating to sectors where the charity could do most good,” she maintains.

The four charities – The Prince’s Trust, the Prince’s Youth Business Trust, the Prince’s Trust Volunteers, and the Prince of Wales’s Committee in Wales – all marketed and implemented versions of the old identity separately. Under the new structure, says Fuller, they will share the same umbrella brand.

“This will give them more presence, help them build awareness and explain all their activities in a more coordinated way,” adds Fuller.

The new identity follows the start of a communication drive featuring a change in style for the annual report, a poster campaign and literature – all designed by freelances Bryan Edmondson and Jonathan Simpson.

The identity will be implemented across the range of trust literature and promotional materials and events.