Mystery of Meghan Markle’s logo disaster decoded as truth behind design is revealed

The new logo for Meghan Markle’s lifestyle brand As Ever has proved to be controversial – but the thinking behind the palm trees and hummingbirds that feature on it have now been revealed

Meghan Markle’s new logo for her lifestyle brand As Ever is proving to be controversial – just hours after she unveiled it.

However, the thinking behind the branding that replaces American Riviera Orchard has been revealed – with the intentional use of the palm tree and hummingbirds on the emblem. It is believed the palm tree represents Meghan and Prince Harry’s home in California with the two hummingbirds a nod to Harry, as they are a favourite of the Duke, who is a keen birdwatcher.

Meanwhile, the Mirror understands that as part of the process of creating the logo, Meghan’s team undertook “comprehensive” global searches of registered trademarks. It comes after the Mayoress of Porreres, a town on the Spanish island of Majorca, claims the logo is strikingly similar to their coat of arms and has gone as far as saying the logo is a “complete copy” as it also features a palm tree and birds.

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.

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.

The row also comes as it has emerged that a small independent New York-based clothing brand is also called As Ever. The brand was set up in 2015 by designer Mark Kolski and now he has spoken out to address Meghan’s new brand sharing the same name as his business. However, he told The Sun he will keep his company’s name and is “exploring all possibilities”.

He said: “I’m a very small business, it’s a family-run operation. I’m essentially a one-man band. Even if I wanted to do something I don’t think I have the behemoth of lawyers and money that are behind this.”

It came after he took to Instagram to address the naming row and said: “I want to say thank you to all the old friends who know and love our small family brand As Ever and also say hi to all those that have just become aware we exist. In the last 36 hours, there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated.”

The designer then explained how the brand dates back to 2015 when it started as a side hobby for him and his wife. He said that it first started manufacturing its clothes in 2017 and added: “It’s 2025. We are grateful to still be here making clothing in New York & New Jersey. We are grateful for all the customers coast to coast and worldwide that have supported our venture. We will continue As Ever.”

In a video on Instagram yesterday, she told her followers: “In two weeks, my show is coming out, which I’m so excited for, and also my business, which I think there’s been a lot of curiosity about.

“Last year, I had thought ‘You know what, American Riviera, that sounds like such a great name, it’s my neighbourhood, it’s a nickname for Santa Barbara’, but it limited me to things that were just manufactured and grown in this area. Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge.”

A trademark application filed in February last year shows the company 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. “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,” said Meghan. She added: “This is what I do, and I haven’t been able to share it with you in the same way for the past few years but now I can.”