Meghan Markle’s new logo for her newly-named lifestyle brand As Ever has been revealed – and it appears to feature a nod to Prince Harry – and even his late grandmother, Elizabeth II
Prince Harry and Meghan Markle with the late Queen (Image: WireImage)
Meghan Markle’s controversial new brand logo features a secret nod to Prince Harry – as well as his late grandmother, the Queen.
In a bombshell move, Meghan took to her newly-launched Instagram page to reveal that American Riviera Orchard was being ditched in favour of As Ever. The U-turn has sparked surprise, not least among officials in a town on the Spanish island of Majorca, who claim her new logo is almost identical to their coat of arms.
The emblem, which sits on her new website for As Ever along with a photo of Princess Lilibet, features a palm tree with two hummingbirds on either side. And it is understood the inclusion of the creatures in the logo is all down to Harry – as they are his favourite birds.
Meghan announcing her rebrand as being called As Ever(Image: @Meghan/Instagram)
Meghan announced the news on Instagram(Image: Meghan/Instagram )
In his controversial memoir Spare, Harry, who is believed to be an avid bird watcher, recalled how a hummingbird made its way into the Sussexes’ house, shortly after they returned from the UK following the late Queen’s death in September 2022.
Writing in his book about how it could have been a ‘sign’, he explained: “Soon after our return, a hummingbird got into the house. I had a devil of a time guiding it out. “A mate said: ‘Could be a sign, you know?’ Aztecs thought [hummingbirds] reincarnated warriors. Spanish explorers called them ‘resurrection birds’.”
Despite the logo’s very special meaning, fury has broken out as the Mayoress of Poreress, a town on the Spanish island of Majorca, claims the branding is strikingly similar their coat of arms. To add to Meghan’s brand headache, now the mayor of the town, Xisca Mora has gone as far as saying the logo is a “complete copy”.
Mayoress Ms Mora told Spanish publication El Pais that the town’s heraldic coat of arms dates back to 1370 and its reproduction is “part of the idiosyncrasy of Porreres, of its heritage and cultural identity”.
She admitted they are not in a position to sue for plagiarism but said they are calling for the logo to be removed. The Mirror understands that as part of the process of creating the logo, Meghan’s team undertook “comprehensive” global searches of registered trademarks were conducted.
The new logo for As Ever (Image: As Ever)
The coat of arms for the town of Porreres(Image: Supplied)
Ms Mora said: “To sue for plagiarism is complicated and costly, and a small town council like ours is not in a position to fight against the English crown. “At first, we took it as a bit of a joke because we didn’t really understand where it had come from and what their objective was in copying our coat of arms,” she explained to Vanitatis.
Meanwhile, the mayoress also pointed out another similarity as Meghan’s brand is known to be offering jam – and the preserve is also a popular product of the town. Ms Mora said that Porreres has “the best jam in the world” and quipped “the farmers will be happy” if Meghan wants to market it. A spokesperson for Meghan has been approached for comment.
After her brand announcement yesterday, today Meghan ramped up promotion for As Ever by renaming her American Riviera Orchard Instagram account and sharing a new post. It features the Duchess drizzling honey over a croissant.
A trademark application filed in February last year shows As Ever wishes to offer downloadable and printed recipe books, tableware, textiles, and jams and marmalades, and the duchess said she secured the new name in 2022.
In what many have seen as a dig at the Royal Family, Meghan explained: “As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know, I’ve always loved cooking and crafting and gardening.” She added: “This is what I do, and I have’’t been able to share it with you in the same way for the past few years but now I can.”
Before marrying into the royal family she closed down her lifestyle website called The Tig, which she had used as a platform to discuss social issues such as gender equality in addition to articles on travel, food and fashion.
