The Feathers Association Celebrates 90th Anniversary with Logo Redesign

THE Feathers Association, is a renowned charity, dedicated to providing inclusive aspirational youth and enriching community programmes, since its founding in 1934. 

Its mission is to support communities across England and Wales and foster a sense of community and empowerment by providing programmes at its centres across the UK, that range from informal education to sporting, cultural and recreational activities.

The charity celebrates its 90^th Anniversary in 2024 and to kickstart the celebrations, the team has unveiled the redesign of its logo. This milestone is commemorated with a refreshed logo, for the first time in 90 years, that honours the organisation’s royal heritage whilst symbolising new beginnings and future aspirations, and the intent of building a legacy for a further 90 years.

Working with an independent designer on the logo refresh, David Jones, CEO of Feathers Association said:

“As the charity celebrates its 90^th year, and continues to grow with the introduction of new projects across the country, whilst adapting to the evolving needs of our community, it became clear that our logo should have a refresh to commemorate its 9^th decade.  The design reflects the charity’s overall mission and vision. The design captures the essence of the charity today.”

A nod to Royal Heritage

The new logo pays homage to the original crest, bestowed upon The Feathers Association by the then Prince of Wales in 1934. The redesigned crest retains its historic elements but with a thoughtful update: the removal of the German phrase ‘Ich Dien’ (I serve). However, despite the removal of the phrase, the charity and its teams are committed to serving its communities, a value that has remained unchanged for 90 years.

Stamping Feathers mark on history

In a unique twist, the redesigned logo has been designed to look like a postage stamp, created to symbolise its intent to make a stamp on society, and in turn, leave an indelible mark on history.

Strategic rebranding

Under the leadership of David Jones, CEO, who took on the CEO role two years ago, and who brings extensive branding and marketing expertise, the logo’s colours have been subtly refreshed to maintain their royal heritage while appealing to contemporary attitudes and values. This strategic rebranding effort ensures that The Feathers Association remains relevant and resonates with modern a audience. 

Visibility across platforms

The redesigned logo will prominently feature alongside the traditional Feathers Crest across all printed and digital media throughout the anniversary year, ensuring cohesive brand visibility and recognition.