Brand consultancy Jones Knowles Richie (jkr) appointed to refresh The Diana Award’s identity.

London, UK, 24 August: The Diana Award, a charity set up in memory of Princess Diana’s belief that young people have the power to change the world, has revealed a new brand identity to celebrate the woman who inspired its formation.

Brand consultancy JKR was appointed to refresh the identity by amplifying the charisma of Diana through all visual communications.

To date, the scope of work has included the creation of a distinctive new logo, a unified identity for the charity’s different initiatives  – such as anti-bullying and mentoring – and a trophy for the Inaugural Legacy Award that was presented by The Duke of Cambridge and Prince Harry to twenty young people, from across the world, in May 2017 to mark the 20th anniversary.The charity and JKR will continue to work together to roll out the identity across all touch points.

JKR will also be supporting the charity to provide mentoring opportunities within the creative industry.

Tessy Ojo, Chief  Executive at The Diana Award, said: “The Diana Award celebrates young people for their selfless contribution to society, their courage and bravery, sometimes in the face of adversity. As soon as we learned of JKR’s reputation for reigniting organisations’ charisma we knew they’d be a perfect fit for us.

“We have ambitions to continue that growth in the coming years, so it felt like the right time to refresh the brand we’d first created almost two decades ago. The excellent work JKR has done gives us the opportunity to connect with more young people and more businesses around the world.”

James Nixon, UK managing director at JKR, said: “Princess Diana was undoubtedly one of the most charismatic people who ever lived, and to this day holds a special place in many people’s hearts – but the previous branding of The Diana Award didn’t quite do her justice.

“Through its various programmes the charity is speaking not only to young people of different ages, but to donors, stakeholders and other organisations – so the new brand needed to be visually engaging and exciting for young people while maintaining a sense of gravitas that comes with the connection to the royal family. That was a challenge, but one we’ve been honoured to take on for such a worthy cause.”

Link to video: https://vimeo.com/229535983

Link to assets: http://jkrglobal.ftpstream.com/155069/73b42ec91aa9a51cbfd89d223b6706a8/JKR%2b-%2bThe%2bDiana%2bAward%2bAssets%2bFINAL%2bPress.zip


For interviews or further information please contact Emma Pelling on: 07958 558172, emma@pellingpr.co.uk www.diana-award.org.uk

Social media Facebook: /thedianaaward, Twitter: /dianaaward, Instagram: @dianaaward

Media spokespeople:

Tessy Ojo, Chief Executive, The Diana Award.
Tessy is a passionate and practical campaigner who has gained an international reputation for fostering positive change in the lives of young people and the impact it has on communities around them. At the heart of her work is the belief that with the right support and investment, young people are the best instigators for achieving real, sustainable change in their lives, their communities and the lives of their peers.

About The Diana Award

The Diana Award is the longest running award for young people that is given to individuals and groups through a retrospective nomination process only. We believe this is special: young people do not work towards our award, rather they demonstrate their suitability through their actions, without expectation of reward. We believe this makes The Diana Award unique and the reason why young people form a deep connection to the award.

The Diana Award invests in developing young people through four key programmes

  1. Our flagship Award – the Diana Award, continues to shine a spotlight on outstanding young people through a retrospective nomination process.
  2. Our peer-led Anti-Bullying Campaign, enables young people to change the attitudes, behaviours and culture of bullying both offline and online through a multifaceted approach.
  3. Our structured Mentoring Programme builds resilience and character for the most vulnerable young people in our society, helping them gain key competencies needed to navigate life successfully.
  4. Our Inspire Series Programme, supports and enables young people to take positive action in their communities, helping them build leadership skills.

During this 20th Anniversary year The Diana Award is actively seeking supporters to help the charity continue this youth legacy, in memory of Princess Diana, and expand their work that fosters change through positive action with young people.

About JKR


  • Jones Knowles Ritchie (JKR) is a brand consultancy.
  • Founded in 1990, JKR has studios in London, New York, Singapore and Shanghai, employing over 250 people worldwide.
  • JKR works with brands big, medium and small including the likes of: Budweiser, Domino’s, Stella Artois, M&M’s, PG tips, IRN-BRU, Heinz Beanz and Hippeas.
  • JKR helps brands get noticed and chosen by celebrating and amplifying what makes them unique. JKR calls this process ‘Charisma by Design’.



Do you know an inspiring young person you want to nominate for a Diana Award?

Our mission is to inspire and recognise social action in young people.
© 2016 The Diana Award. The Diana Award is a registered charity (1117288 / SC0141915) and a company limited by guarantee, registered in England and Wales number 5739137.
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