Introduction

The National Award Operator (NAO) is required to manage the brands of The Duke of Edinburgh’s International Award - Australia in Australia. It has been required to do so since The Australian Co-ordinating Council was established in 1962. The Duke of Ed has used the following names in the past;

1. The Duke of Edinburgh’s Award Scheme (1950’s to 1970s)
2. The Duke of Edinburgh’s Award in Australia (1980 to 2013)

Subject to the licence of the International Award Foundation (IAF), the NAO changed the brand in Australia to The Duke of Edinburgh’s International Award – Australia. This aligned with the refreshed visual identity and brand of the IAF, while recognising the IAF brand provides a global guarantee of reliability and quality.

Through this policy, the NAO is committed to monitoring its practices and procedures to maintain and enhance the brand of the NAO and The Duke of Edinburgh’s International Award – Australia.

The terms of this policy are subject to any applicable Commonwealth or State statute, delegated legislation or industrial instrument. If any provision of this policy is inconsistent with any such statute, legislation or instrument, the terms of the statute, legislation or instrument prevail to the extent of any inconsistency.

Purpose of the Policy:

This policy standardises and coordinates the brand and branding activities of the NAO, with the aim to ensure the integrity and protection of the brand. The brand includes the logo, colour palette, tone and style used to identify and communicate The Duke of Ed. This extends to the reputation of The Duke of Ed.

1. Definitions
   1. Brand refers to the unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and/or service, and differentiates it from its competitors.
2. National Logo
   1. Refer to Attachment A for the logo of the NAO.
   2. The logo must be used on all national resources, stationery, signage, advertising and the national website in accordance with The Duke of Edinburgh’s International Award – Australia's Style Guide and Brand Guidelines. This includes media releases.
   3. The Duke of Ed Ribbon is an additional identifier used in accordance with The Duke of Edinburgh’s International Award – Australia's Style Guide and Brand Guidelines.
3. Brand and Name Protection
   1. The NAO retain the following registered names:
      The Duke of Edinburgh’s International Award - Australia
      The Friends of the Duke of Edinburgh’s Award in Australia
   2. The brand and trademarks of The Duke of Edinburgh’s International Award - Australia, The Friends of the Duke of Edinburgh’s Award in Australia, and the brands and marks of any related companies, (together The Duke of Ed Marks) may not be used without prior approval of the NAO.
   3. All uses of The Duke of Ed Marks must comply with the IAF licence, the IAF Style Guide, the IAF Brand Guidelines and the Australian Branding Guidelines. The Duke of Ed Marks may not be used in any other form or adapted in any way. No Duke of Ed Mark may be used with or appear in close proximity to another trademark without the prior written approval of the NAO.
4. National Spokesperson and Media Relations
   1. The National Chair, or their nominated National Board Executive representative, and the National Chief Executive Officer (CEO) are the official spokespersons for the NAO.
   2. The NAO will prepare national media releases and key messages under the direction of the National Chair and the CEO and provide copies to Divisions/ Duke of Ed Offices and the National Duke of Ed Centres.
   3. For national event appearances, including but not limited to appearances on stage with dignitaries and sponsors, and the content of speeches, clearance must be obtained from the National Chair via the NAO.
      Signage and banners at national events will use the National Logo.
5. House Styles
   1. The IAF Style Guide and Brand Guidelines provide the standard use of language as applied to The Duke of Ed Framework and its Divisions/ Duke of Ed Offices. In addition, the NAO capitalises Registered User and Section. The following are examples of capitalisation style:
      1. Program
      2. Trustees
      3. Award
      4. Bronze
      5. Silver
      6. Gold
      7. Duke of Ed Leader
      8. Duke of Ed Assessor
      9. Handbook
      10. Voluntary Service
      11. Skills
      12. Physical Recreation
      13. Gold Residential Project
      14. Duke of Ed Centre
      15. National Duke of Ed Centre
      16. The Duke of Edinburgh’s International Award
      17. The International Award Foundation
      18. National Award Operator
      19. Leaders
      20. Level
      21. Instructor
      22. Supervisor
      23. Badge
      24. Certificate
      25. Users (as in Registered User)
      26. Volunteer
      27. Framework
6. Terminology
   1. In accordance with The Duke of Edinburgh’s International Award – Australia's Style Guide and Brand Guidelines. the following terminology is generally used:
   2. The Duke of Edinburgh’s International Award
   3. Registered Users not candidates, recipients or winners
   4. Badge not medal or pin.
   5. The Duke of Ed Framework and not Scheme
   6. The Adventurous Journey Section, not the Expeditions Section
7. The Duke of Ed Descriptor
   The Duke of Edinburgh’s International Award equips young people for life and work and helps them find their purpose, passion and place in the world. It is the world’s leading achievement Framework.
8. Form of Address for the British Royal Family (per IAF PR Guidelines)
   1. His Royal Highness The Duke of Edinburgh KG KT GCVO (or HRH)
   2. Her Royal Highness The Dutchess of Edinburgh GCVO DStJ (or HRH)
   3. Their Royal Highnesses The Duke and Dutchess of Edinburgh (or TRH)
9. Regal Event Arrangements
   For events involving Royalty, all communications with the Palace, International Award Association, Prime Minister’s Office and Governor General’s Office will be undertaken by the National Chair through the National CEO of the NAO.
10. Advertising
    1. Requests to advertise on the National website or to put the National Logo on items for a fee must be in writing and referred to the NAO for clearance in advance of any action.
    2. The NAO will be responsible for approving significant co-branded initiatives that are not contained within a Division/Duke of Ed Office or a National Duke of Ed Centre.
    3. All co-branding requests must be consistent with The Duke of Ed policies and image.
11. Disputes or Grievances Involving the National Branding
    1. Where there is a dispute or grievance in relation to a national branding matter, the matter should be referred through the NAO to an independent Complaints and Grievance Disputes Panel to be established by the National Board as required.
    2. The Panel is to review such disputes or grievances and make recommendations to the parties involved. They will inform the National Chair and the National Board of the grievances and outcomes.
12. Evaluation of National Branding Activities
    1. The NAO will be responsible for periodic reviews and reporting of national branding related activities.
    2. The benefits from branding arrangements are to be assessed to ensure that such arrangements do not restrict future opportunities to achieve greater benefits.
13. Licences
    1. No licence of a Duke of Ed Mark may be granted, otherwise than pursuant to the licences in the form prescribed by the NAO without the prior written consent of the National Board.
    2. Such licences will be on licence terms which will include as a minimum the following:
       1. Licensees must obtain prior approval of the NAO for any use of The Duke of Ed Marks;
       2. Licensees must comply with any quality standards and directions notified by the NAO in relation to such use;
       3. On the request of the NAO from time to time, licensees must provide samples of the uses of The Duke of Ed Marks to the NAO and allow the NAO to inspect their premises and operations to ensure use of the Duke of Ed Marks complies with the quality standards of the NAO and the scope of the licence;
       4. Licencees must not adapt The Duke of Ed Marks in any way; and
       5. Licencees must not combine The Duke of Ed Marks with or use them with or in close proximity to any other trademarks.

ATTACHMENT A: OVERVIEW OF LOGOS AND DELIVERABLES IN AUSTRALIA