King Charles receives a new Astra Carta seal crafted by LoveFrom, helmed by Jony Ive

Jony Ive and his team at LoveFrom have created a new design for King Charles III known as the “Astra Carta” seal. The purpose of the seal is to symbolize the UK’s call for collaboration between the public and private sectors in promoting responsible and sustainable use of outer space. This project follows LoveFrom’s previous work on a royal emblem for King Charles’ coronation earlier this year.

The animated “Astra Carta” seal can be found on the sustainability initiative’s official site. It features a circular badge with the words “ASTRA CARTA” in all caps, situated beneath a crown. In the center, a blue dot represents Earth, surrounded by constellations, the Sun, the Moon, and the path taken by Venus. Along the outer edge, smaller text reads, “To care for the infinite wonders of the universe,” along with its Latin translation.

Ive provided insight into his team’s design approach, stating:

“We were captivated by the celestial patterns that emerged during the design process and their deep connection to life on Earth. This is a crucial moment to take greater action in safeguarding the natural world in all its aspects, and we are honored to contribute to this significant and pioneering project.”

In their usual style, LoveFrom provides a detailed breakdown of the design process on their site, explaining the various elements that contribute to the overall image. The design incorporates a “sacred geometry” of swirls and lines, reminiscent of the infamous “Pepsi energy fields” design document, but with a genuine inspiration from the path of Venus, making it relevant in this context.

While it may not possess the simplicity typically associated with Ive-led projects like iOS 7, this design aligns with LoveFrom’s previous work on the Terra Carta seal for the initiative in 2021, emphasizing sustainable business practices. The Astra Carta seal showcases an ornate aesthetic that ties into this series of seals.