King's Trust Marketing Hub

Partnership Joint Lockups

The King’s Trust logo can be paired with the logos of corporate partners in joint lockups.

The example shown here illustrates our secondary horizontal logo positioned side by side with a corporate partner’s logo of a similar orientation. Partner logos should match the height of our logo and align at the bottom.

Use two of the smaller/side circles in the brand icon as a horizontal guide for spacing between both logos.

Note: Our logo is separated from the partner logo by a 1pt vertical line. If your logo is stacked / portrait in shape please refer to page 17 for our preferred King’s Trust logo usage

Partnership Joint Lockups

The King’s Trust logo can be paired with the logos of corporate partners in joint lockups.

Use two of the smaller/side circles in the brand icon as a horizontal guide for spacing between both logos.

Note: Our logo is separated from the partner logo by a 1pt vertical line. If your logo is stacked / portrait in shape please refer to page 17 for our preferred King’s Trust logo usage

Partnerships that ensure seamless integration

Collaborations between The King’s Trust and our partners should respect both brands’ identities and legal obligations while effectively supporting our shared goals.

Depending on the activity and your agreement with us, you may gain access to certain brand assets It is important that our brand assets are applied correctly.

Incorrect application of our brand assets can lead to confusion and dilution of our brand identity.

Partnership Principals

Partner-Led Initiatives

Partners are responsible for creating their marketing materials and must get necessary approvals from The King’s Trust Marketing team.

Branding Alignment

Branding should follow the partner’s brand guidelines, ensuring our logo remains prominent within their identity system. With a partner background colour, assess whether our Master Red brand assets will visually work, or default to white.

Logo Placement

Typically, The King’s Trust logo should appear on the left if locked up to a partner logo but may be positioned on the right in partner-led materials.

Representation

Partner materials must clearly indicate their lead role to avoid confusion regarding the relationship with The King’s Trust.

King’s Trust Led Initiatives

For initiatives or products owned or led by The King’s Trust: Branding Quality Materials should predominantly feature The King’s Trust logo and colour palette, ensuring the materials feel ownable to The King’s Trust.

Partnership Logo Lockups

The King’s Trust logo should always be positioned on the left, to signify our leading role when locked up with a partner logo.

Material Development

The King’s Trust is responsible for creating and approving all marketing materials in collaboration with partners, ensuring our brand is accurately represented. Note: It should always be clear that King’s Trust-led materials are coming from The Trust, not from the partner.

Using Trust Fonts

Our licensed brand fonts are proprietary and not available for external use. Partners should use their official brand fonts.

Using Trust Photography

The safeguarding of our Trust supported young people is top priority and for this reason we do not give out our photos to be used on third party promotional materials without permission from our Communications team and the young people featured. Please contact your King’s Trust contact in the first instance for assistance.

Licensing agreements

The King’s Trust logo

Our logo is formed of an icon and a wordmark. Our brand icon is a crown symbol formed by three figures, representing a young person supported by mentors, supporters or staff, symbolising empowerment and community.

Our brand wordmark reflects our heritage and mission using a unique and timeless type treatment originating from the 1960s and modernised for today.

Licensing agreements

You may want to promote your partnership with us by using our logo on promotional materials, websites, or merchandise. Usage of our logo has a commercial value as it is considered to enhance a partner’s reputation.

To use our logo, you will need a licensing agreement through The Kings Trust Trading (KTT) Board. There is a minimum fee for this licence, although the amount will be determined by KTT on a case-by-case basis. This amount will be dependent on terms of use and the size and scale of the activity.

The licence agreements are normally considered as a VATable supply by HMRC as there are clear identifiable benefits for a partner.

In the case of a percentage of the sale of a product being donated to The Trust, a commercial participation agreement must be in place. You must sign an underwritten license guaranteeing a particular amount, stating that if the sale of the product doesn’t make stated amount you will supplement the funds.

Charity numbers and registered address

If you are raising money for The Kings Trust, then you must use our charity number on the marketing materials promoting the event, activity or product. The product itself (if it’s something physical) does not need to carry the charity number.

© The Kings Trust 2024 – all rights reserved. The Kings Trust is a registered charity, incorporated by Royal Charter in England. Registered number RC000772. Registered office: Kings Trust South London Centre, 8 Glade Path, London SE1 8EG. Registered charity number in England and Wales: 1079675 and Scotland: SC041198

Our brand assets

Our Brand Assets

Our primary logo

The stacked logo can used under a licensing agreement. See page 17 for further details about partnership logo lockups.

Our linear logo

The linear logo can be used under a licensing agreement. See page 18 for further details about partnership logo lockups.

Our brand devices

Some of our programmes and initiatives have brand devices. If the brand devices has our logo attached, it can only be used under a licensing agreement. See pages 24-27 for further details about our brand devices.

Note:

These brand assets should never be separated or altered in proportion. Do not recreate our logo, badges or brand devices. Request official files from The King’s Trust.

Exclusion zone

Square Exclusion Zone Maintain a safe exclusion zone around the logo.

The space can be measured using the central circle in the crown icon as a guide to scale the width and height resulting in a square exclusion zone.

The square exclusion zone space should remain free of other graphic elements unless placed on a photographic image or pattern background.

Note: The only exception is when the logo is placed over photography.

Minimum sizes

Minimum Sizes

The minimum size should not be a commonly used but we know sometimes there will be a need to reproduce our brand in small spaces.

For clarity and accessibility, both the stacked and linear logos outlined here can be used small but must never be smaller in height than 15mm (for print) or 90px (for screen).

Our brand devices must never be smaller in height than 15mm (for print) or 90px (for screen).

Our badges must never be smaller in height than 42mm (for print) or 120px (for screen) to ensure the readability of the words is retained.

Note: There is no maximum size

Coloured backgrounds

Brand Assets on Coloured Backgrounds

We only permit our brand assets to be used in Master Red or White. Use our brand assets as provided with enough clear space around them.

Our Master Red brand assets can be used on white or light coloured backgrounds only.

The white version of our brand assets can be used on black or dark coloured backgrounds only.

Note If you are working on printed materials or packaging that will be in black and white only, we have a Midnight Grey version of our brand assets that you can use specifically for these instances. Please speak to our Marketing team for advice

Brand asset colour - dont’s

Brand Asset Colour - Dont’s

Please do not change the colour of our brand assets.

Our logo and brand devices will be supplied to you in Master Red and/or White depending on usage.

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

Badges

Absence of a Licensing Agreement

In the absence of a logo licensing agreement, partners seeking to demonstrate their support for The Trust and/or involvement in the Trust’s initiatives may do so by utilizing one of three available badges, each tailored to reflect your specific role and activities.

These badges are offered in Master Red and White.

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

Badges - partner application

How to position our badges on your materials

The examples on the right show how you can position our brand badges on your materials.

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

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

• Do not place your logo directly next to our brand badge.

Partnership lockups

Partnership Lockups

The King’s Trust logo can be paired with the logos of corporate partners in joint lockups.

The example shown here illustrates our primary logo positioned side by side with a partner’s logo of a similar shape. Partner logos should match the height of our logo and align at the bottom.

Use two of the smaller/side circles in the brand icon as a horizontal guide for spacing between both logos.

Note: Our logo is separated from the partner logo by a 1pt vertical line. If your logo is linear / horizontal in shape please refer to page 18 for our preferred King’s Trust logo usage

Partnership Joint Lockups

The King’s Trust logo can be paired with the logos of corporate partners in joint lockups.

Use two of the smaller/side circles in the brand icon as a horizontal guide for spacing between both logos.

Note: Our logo is separated from the partner logo by a 1pt vertical line. If your logo is stacked / portrait in shape please refer to page 17 for our preferred King’s Trust logo usage

Partnerships and Taglines

The King’s Trust tagline is optional. However if you use your organisations tagline or brand statement, it may be appropriate for us to use ours for visual balance.

If we decide to permit it’s use, The King’s Trust tagline should be placed centrally underneath The King’s Trust logo on the left side of the lockup as illustrated.

Note: The 1pt vertical line does not extend down to the tagline baseline. Allow the tagline(s) to hang below the two respective logos as shown here. It should always be clear that partner-led materials are coming from you, not from The King’s Trust.

Partnership Lockups on Your Materials

The examples on the right show how you can size and position a partnership lockup.

Our preference is for partnership lockups to have our logo positioned on the left but recognise that on your organisation branded materials you may prefer for your logo to be positioned on the left

Partnership Lockups on King’s Trust Materials

The examples on the right show how we position a partnership lockup on King’s Trust branded materials.

• On King’s Trust branded materials we always lead with our logo, which can appear in any of the four corners of a layout. We position it where it works best alongside other design elements.

• Our logo should be used as primary to a partner logo.

Note: When our logo is locked up to a partner logo, we will either use the stacked version or linear version of our logo depending on the shape of the partner logo.