Why the Sussexes are dropping the word ‘royal’ from their brand

Jessica Rapana
Photo credit: Chris Jackson - Getty Images

From Harper's BAZAAR

The Duke and Duchess of Sussex have confirmed that they will stop using their “Sussex Royal” brand from spring this year.

Following their decision to step down from royal duties this year, the couple have been in ongoing discussions over the matter with senior royals and aides at Buckingham Palace.

Meghan and Harry released a statement on their website, pointing out that the Queen has no jurisdiction over the use of the word royal overseas, but explaining that they had agreed not to use it in their branding.

"While there is not any jurisdiction by The Monarchy or Cabinet Office over the use of the word "Royal" overseas, the Duke and Duchess of Sussex do not intend to use "Sussex Royal" or any iteration of the word "Royal" in any territory (either within the UK or otherwise) when the transition occurs Spring 2020," it read.

"While there is precedent for other titled members of the Royal Family to seek employment outside of the institution, for the Duke and Duchess of Sussex, a 12-month review period has been put in place."

"Per the agreement the Duke and Duchess of Sussex understand that they are required to step back from royal duties and not undertake representative duties on behalf of Her Majesty The Queen."

A spokesperson for the couple confirmed that an agreement had been reached, and the word ‘royal’ could not be used as it would be in conflict with government rules, BBC reports.

The couple have withdrawn their application to trademark the Sussex Royal brand, which is used on their Instagram account and website.

The spokesperson said the couple were focused on establishing their new organisation this spring but had agreed not to name it the Sussex Royal Foundation.

Photo credit: Getty Images

“While the duke and duchess are focused on plans to establish a new non-profit organisation, given the specific UK government rules surrounding use of the word royal, it has been therefore agreed that their non-profit organisation, when it is announced this spring, will no be named Sussex Royal Foundation,” the spokesperson said. “The Duke and Duchess do not intend to use ‘SussexRoyal’ in any territory post-spring 2020.”

Earlier this week, it was announced that the Sussexes’ royal duties would officially end on 31 March. This means the couple will no longer carry out duties on behalf of the Queen. However, these arrangements will be reviewed after 12 months.

The couple, who have been in Canada with their son Archie for much of this year, will return to the UK for sex events in February and March, including the Commonwealth Day Service on 9 March, according to the BBC.

Photo credit: AARON CHOWN - Getty Images

Harry is also expected to attend the London Marathon in April and the couple will attend the Invictus Games in May.

Harry and Meghan will aim to carry out a “progressive new role within the institution” with their decision to step down, and provide their family with “the space to focus on the next chapter”.

Before announcing their decision to step down as senior members of the royal family, the couple revealed that they had struggled under the media spotlight.

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