Huddersfield entrepreneur and global brand designer James Sommerville OBE has designed a new logo for the charity which helped launch his business career.
James was just 19 and straight out of art school when he and fellow student Simon Needham secured a £2,000 grant from The Prince’s Trust to set up their own design agency.
The Prince’s Trust, founded by Prince Charles in 1976, changed its name to The King’s Trust in November last year following King Charles III’s accession to the throne.
Now James has created the new logo for what is known as The King’s Trust Group of charities. The group’s mission is to work for young people by empowering them to build the skills for a brighter future.
Huddersfield-born James set up his first design agency, ATTIK, in the attic of his grandmother’s home in Paddock. It grew to become one of the UK’s most respected design firms before it was sold in a multi-million dollar deal.
James later went on to become Vice President of Global Design at The Coca-Cola Company.
James, who received the OBE in the King’s Birthday Honours this year, said: “It is both an honour and a privilege to creatively lead the The King’s Trust’s new brand – an organisation that has meant so much to me for almost 40 years.
“The crown in the logo honours His Majesty King Charles III and the heritage he represents, while the shapes in the crown represent three people – a young person at the centre, supported by mentors, staff and everyone who rallies behind the mission to empower young people. It’s a symbol of connection and community.
“I realise that I was once that young person at the centre being helped by others. If this new identity can help shine a light on the importance of support and empowerment, then I feel I’ve fulfilled something deeply meaningful.
“I hope this refreshed brand, timeless yet relevant, serves as a sign of hope and togetherness for the next generation, just as The Trust was for me all those years ago.”
Alison Brittain, chair of The King’s Trust Group, said: “The King’s Trust is immensely grateful to James Sommerville and his team for their creativity and dedication.
“It has been an honour to work alongside James, who was supported as a young person to establish his first business and whose deep connection to, and understanding of, The Trust’s work is woven throughout our new branding.”
In 2019 James founded ‘KnownUnknown’, a creative talent platform whose clients include The Coca-Cola Co, Ford Motor Co, Lipton Teas, HP and Monotype.
James is a current Patron of The Trust and speaks on a bi-monthly basis to young people on the ‘Enterprise’ course. He now lives in Atlanta, Georgia, USA.
The King’s Trust’s tagline is ‘Working for young people’ and the rebrand marks a new chapter as the Trust prepares to celebrate its 50th anniversary in 2026.
