Our Policies: General Standards

Brand Policy

New: 16th October 2025 
Approved date: 22nd January 2026
Future Review Date: June 2029 

1. Purpose

To protect and strengthen the integrity, reputation, and legal rights of The Duke of Edinburgh’s International Award – Canada (Award Canada) by establishing policy-level governance over all brand use, licensing, and representation.

2. Scope

Applies to:

  • All employees, volunteers, contractors, and directors of Award Canada.
  • All Award Centres, Coordinators, and Leaders licensed under the Award Centre Agreement.
  • All Education Operating Partners, Coordinators, and Leaders licensed under the Education Operating Partner Agreement.
  • All Operating Partners, Coordinators, and Leaders licensed under the Operating Partner Agreement
  • All employees, volunteers, contractors and directors of Registered Activity Providers licensed under the RAP Agreement
  • All employees, volunteers, contractors and directors of Collaborative Award Partners under the CAP Memorandum of Understanding
  • All employees, volunteers, contractors and directors of Award Employer Partners under the AEP Memorandum of Understanding
  • All vendors, funders, and partners who use or display the Award Canada brand.
  • Covers all media, digital platforms, merchandise, print, advertising, signage, apparel, and social channels.

3. Core Principles

3.1 Legal Stewardship: All brand assets are owned by the International Foundation (the Foundation) and Award Canada.

3.2 Licensing: Award Canada licenses, and sub-licenses may use the brand materials under strict conditions specified in the Schedules and requirements within the following:

  • Award Centre Licensing Agreement
  • Operating Partner Licensing Agreement
  • Education Operating Partner Licensing Agreement
  • Collaborative Award Partner Memorandum of Understanding Agreement
  • Registered Activity Provider Licensing Agreement
  • Award Employer Partner Memorandum of Understanding Agreement

3.3 Consistency: Every expression of the brand must conform to the approved visual identity, tone, and messaging hierarchy.

3.4 Integrity & Reputation: No usage shall bring the Award, Award Canada, or the Foundation into disrepute.

3.5 Equity & Accessibility: Communications must reflect inclusive representation and meet AODA/WCAG 2.1 AA where feasible.

3.6 Transparency & Accountability: Approvals, records, and consents must be traceable and auditable.

4. Policy Statement 

4.1 Ownership & Licence: The Name, Logo, and Materials are the intellectual property of the Foundation, used by Award Canada under licence and sub-licensed to Award Canada partners for delivery, support, promotion and/or collaboration.  No other rights, titles, or interests are conveyed; use outside is these purposes are prohibited.    

4.2 Permitted Use:  

  • Award Centres, Operating Partners and Education Partners may use approved logos and templates solely to promote or deliver the Award.  
  • Registered Activity Providers may use the approved logos and resources solely to promote the delivery of the specific Award Activities for which they are registered.   
  • Collaborative Award Partners and Award Employer Partners may use the logos and resources solely to support the mutual collaborative efforts as outlined in their specific agreements.   
  • All usage must adhere to the Brand Handbook and Schedule 3 parameters on quality, resolution, and reproduction.  
  • Digital assets must be obtained only from Award Canada’s Brand Asset Library. 

4.3 Prohibited Use: Altering, recolouring, or adapting any logo; creating derivative marks; using the brand for unrelated activities; or continuing use after termination. 

4.4 Approvals Matrix: Four tiers of approvals specific to change type as follows: 

  • Level 1 – Template-based local material:  Award Partners 
  • Level 2 – New layouts or imagery: Director, Communications 
  • Level 3 – Co-branding for media/merchandise that differs from the guidance provided in the Brand Handbook: Director of Communication + CEO 
  • Level 4 – National campaigns/brand architecture/litigation risk: Board notification + CEO approval. 

5. Roles and Responsibilities 

  • Board of Directors – Approves this Policy, reviews annual compliance report. 
  • CEO – Ensures resourcing; adjudicates escalations. 
  • Director, Communications – Custodian of brand; issues guidance; approves extraordinary co-branding; enforces compliance. 
  • Award Partner – Ensures local adherence  
  • All Staff/Volunteers/Partners – Follow this Policy and Brand Handbook. 

6. Related Documents 

  • Brand Handbook 
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