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.

The award itself, for young people aged 14-24, is structured around 5 modules: Skill, Residential, Volunteering, Expedition and Physical Challenge, and the new identity incorporates this by colour coding these activities and the three standards that can be achieved: Bronze, Silver and Gold. The attention was previously more focused around the expedition element of the award, but now the new identity brings all five segments to life.

An important element of the rebrand has been the strong inspirational portraits of DofE participants. These portraits show the broad ethnic and social base of the young people who take part in the Duke of Edinburgh's Award - challenging any preconceived ideas around the participants' profile, and the things they get up to.