Brand Device Construct

The King’s Trust primary logo is used in our brand devices ensuring brand prominence and consistency.

We try to keep names to two words for simplicity and impact and spread across two lines for a clear and balanced read alongside the primary logo as shown here.

Patron Brand Devices

Patron brand devices are available for King’s Trust patrons. These devices are available in Master Red and White and are a visual way to highlight your long-term commitment to helping transform young people’s lives.

Note: Use of brand devices are at the sole discretion of The King’s Trust. We reserve the right to request that the brand device is removed if we have any concerns over its use.

Brand devices - dont’s

Brand Device - Dont’s Do not change the colour of our brand devices.

Do not lock up your organisation’s logo to our brand devices.

Locking up a logo to a brand device makes the lockup long and more difficult to read and remember. They don’t work well in small spaces and can often appear cluttered and unprofessional, giving off a negative impression.

We want both yours and our logos to be as simple, clear, and recognisable as possible to make a stronger impact on our audiences.

We reserve the right to request that our brand assets are removed if we have any concerns over its use.

Brand devices - partner application

Positioning our Brand Devices on Your Materials

The examples on the right show how you can size and position our brand device on your materials.

• Please lead with your own logo, which often appears top left.

• The brand device should be used as secondary to your own, top right or bottom right.

• Do not place your logo directly next to our brand device

Brand devices - King’s Trust application

Positioning our Brand Devices on King’s Trust materials

The examples on the right show how we size and position your logo when also using our brand devices.

• We always lead with our brand device, which often appears top left or bottom left.

• We use a partner logo as secondary to our brand devices, top right or bottom right.

• Where necessary we will include a two word label such as ‘Headline Partner’ above a partner logo. We do not place partner logos directly next to our brand devices

Press and media

Using our messaging and tone of voice

Media requests include any request for staff or young people to be involved in print or online coverage, radio or TV news interviews or other broadcast opportunities.

If you receive a media request from a journalist, have written a press release concerning a programme or have any other media-related enquiry, please contact our Press team at press@kingstrust.org.uk or 0207 543 1318.

What are the rules for Delivery Partners around political neutrality?

Charity law is clear that charities are allowed to campaign and work with MPs, councillors etc, provided the aim is to help the charity’s beneficiaries. So, it’s fine for The Trust, and our Delivery Partners, to talk to MPs about issues which affect young people, but there are some specific rules about how we do this.

The most important principle on a day-to-day basis is that we must be politically neutral at all times, and not give any impression, however unintended, that we support or endorse a particular party or politician. When working directly with young people, it is also very important that we do not try to influence their political views or how they vote in any way. The Trust’s public affairs team are careful to balance the amount of engagement we have with government and the Opposition; however, everyone needs to keep the neutrality principle in mind. For example:

For more detailed guidance, or to let us know about an upcoming politician visit, please contact our Public Affairs team at policy.events@kingstrust.org.uk