The Duchess of Sussex’s new lifestyle brand’s logo contains hidden tributes to Prince Harry, an insider has claimed, incorporating symbolic elements that honour their shared life.
The “As Ever” logo features two hummingbirds and a palm tree, which an insider says was “intentionally designed to create a unique and personal emblem.”
The design represents both Prince Harry’s connection to hummingbirds and the couple’s California home, where they reside with their children Prince Archie and Princess Lilibet.
The logo’s hummingbirds hold special significance for Prince Harry, who wrote about their meaning in his 2023 memoir “Spare”.
As Ever: Meghan Markle’s brand logo was ‘intentionally designed’ as insider launches defence
Getty / As Ever
The palm tree element represents the couple’s Montecito residence, where they have made their home since leaving the UK.
An insider continued to tell Page Six: “As part of the process, comprehensive global searches of registered trademarks were conducted.”
The emblem has drawn notice for its similarities to the coat of arms of Porreres, a village in Mallorca, which also features a palm tree flanked by birds.
In “Spare”, Prince Harry described finding a hummingbird in his home shortly after Queen Elizabeth II’s death, viewing it as potentially significant.
The rebrand has already faced challenges, triggering a plagiarism dispute in Spain with the logo appearing rather similar to the Porreres Coat of ArmsAs Ever / Wikipedia“Could be a sign, you know?” Harry wrote, noting that “Aztecs thought them reincarnated warriors” and Spanish explorers called them “resurrection birds”.
The prince observed the bird flying around their kitchen and over his daughter’s playpen, which they called “Lili Land”.
“I thought hopefully, greedily, foolishly: Is our house a detour — or a destination?” he wrote of the encounter.
The palm trees in the logo also carry deep meaning for the couple, as revealed in a 2022 interview by Meghan.
Meghan Markle relaunched her brand with the name ‘As Ever’
“One of the first things my husband saw when we walked around the house was those two palm trees,” she said. “See how they’re connected at the bottom? He goes, ‘My love, it’s us.'”
The Duchess added that their son Archie now greets these trees daily, saying “Hi, Momma. Hi, Papa.”
Meghan announced the rebranding from American Riviera Orchard to As Ever on February 18 in a selfie-style video.
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Meghan Markle relaunched her lifestyle brand with a new name
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The Duchess explained the original name stemmed from a nickname for her Santa Barbara neighbourhood but felt limiting.
The change coincides with Netflix becoming a partner in both her business and upcoming lifestyle show “With Love, Meghan”, premiering March 4.
“As Ever essentially means ‘as it’s always been’,” Meghan said, linking the brand to her previous lifestyle blog The Tig, which she ran from 2014 to 2017.