Although still hugely popular after more than 50 years, the Duke of Edinburgh's Award needed a more modern look. ArthurSteenHorneAdamson were briefed to breathe life back into the programme. We took a ground-up approach to make it more appealing and relevant to young people and to reflect the breadth and excitement of the programme.

Accepting that the award is universally known as the "D of E", we created a strong, iconic logo that looks modern but stays true to its royal heritage. For occasions when the abbreviation is not appropriate we created a logotype incorporating the full name.