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New Logo and Identity for The Diana Award by Jones Knowles Ritchie



Noted Sep. 5, 2017 by Armin

Industry / Charity Tags /


“The Diana Award is a charity legacy to Diana, Princess of Wales’ belief that young people have the power to change the world for the better. Our programmes which range from Anti-Bullying, Mentoring and an Awards scheme aim to foster, develop and inspire positive change in the lives of young people.”

Design by

Jones Knowles Ritchie

Related links

The Diana Award press release

Relevant quote
The team were all inspired by Princess Diana's belief that ‘young people have the power to change the world’ and this idea of 'change' formed the basis of the creative brief. We wanted the trophy, certificates and identity to all embody the sense of transformation that both Princess Diana, and subsequently The Diana Award participants, embodied. To achieve this, we needed to create a strong brand that would appeal to the charity’s multiple audiences - from sponsors to the young people at the heart of the charity who engage with it everyday. Getting the tone right was incredibly important. We wanted to ensure that we created something truly progressive rather than memorial, an inspirational symbol that captured Princess Diana's enduring legacy and ensures her spirit lives on.

JKR provided text

Images (opinion after)
New Logo and Identity for The Diana Award by Jones Knowles Ritchie
Logo and sub-brand animations. (The ® oddly demands too much attention.)
New Logo and Identity for The Diana Award by Jones Knowles Ritchie
Various materials.
The trophy.
Video about the redesign; a few more applications shown as well as just being an uplifting video.

The old logo was fine. It showed a silhouette for Princess Diana in the counterspace of the “D” and had decent typography. It’s a logo that could have gone on for many more years and no one would have ever complained or thought there was much to be done to it to make it better but this new logo proves otherwise. It maintains the silhouette but adds a lovely amount of detail that both literally and metaphorically bring the logo to life. Making the bust/silhouette dark with the highlights defining the hair and some of Princess Diana’s facial features is a great twist to silhouette logos. The change in posture is subtle but key to the improvement, as the old silhouette looked almost defeated, looking down, while the new one is (also both literally and metaphorically) far more forward-looking. The contemporary monospace font for the wordmark yields a strong contrast that makes the logo feel timeless but also modern. My one gripe would be the registered trademark symbol; while it helps balance out the full justification of the three lines, it demands far too much attention and somehow makes the logo feel more like a commercial commodity or a brand waiting to sue anyone that dares make a similar logo. The applications are all very elegant and nicely done and I like how the highlights in the logo change along with the background. Also, major golf claps for the trophy — clever. Overall, this is a wonderful change for an organization doing wonderful work.

Your opinion…

On Logo


On Trophy


On Application



Logo Before & After
Sample Application

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