The BBC challenged Blue Peter viewers to design the official emblem for the Queen’s Diamond Jubilee celebrations. I was asked to lead the panel of judges and develop the chosen emblem into a commercially usable brand mark. When your client is the Queen you don’t usually say no. We were looking for simplicity, boldness, and clarity of message. With over 35,000 entries we had a lot of work to do. After much deliberation we decided that Katherine Dewar, aged 10, had shone the brightest. She came into our studio and we worked together to craft a rough diamond into an icon fit for a Queen.