Underscore | London Branding, Digital & Design Agency

Underscore is a results driven branding, digital & design agency based in central London.
We get underneath brands, and add weight to their communications.


The Queen’s Diamond Jubilee is just a few months away, and the patriotic merchandise is already starting to roll out across Britain. Front and centre will be the official logo for the event, designed not by an award-winning agency but a ten year old Blue Peter viewer.

Katherine Dewar’s design was chosen from over 35,000 entries to a competition held by the BBC programme, and will appear on everything from official documents to commemorative plates.

Given the public reaction to the 2012 Olympic logo, it is very brave of Buckingham Palace and the committee organising the jubilee to go for a child’s drawing without much retouching. The result is vibrant and full of life, and really sums up the feeling of excitement that will envelop Britain this summer with both the jubilee and the Olympics. Taking a chance like this has produced something genuinely memorable and different, and will undoubtedly inspire younger generations to get interested and involved in design.

You can see the emblem in action now.