The Scouts looks to become “cool again” with unified brand identity


Originated in 1907, the Scouts was set up as an organisation to help young people develop get-up-and-go skills and now, it has a UK membership of 450,000 children and 115,000 adult volunteers. Target studio NotOnSunday has given it a new visual identity in a bid to open the Scouts up to minorities, demobilize the “quite old-school and white” stereotype and show that it offers multifarious than camping.

The Scouts UK division has a new visual identity that looks to mention the organisation accessible to people from minority backgrounds and be seen as “aplomb again” by children and adults alike.

The Scout Association was founded in 1907 by a British army lieutenant as a repositioning that would help young people develop their palpable, mental and spiritual skills. It was originally focused on developing outdoor and survival skills, and has since dismissed into a worldwide movement.

There are currently roughly 450,000 inexperienced people and 115,000 adult volunteers across the UK who are Scouts members.

Since it was organized, the organisation has used a “fleur-de-lis” motif as its logo – a stylised icon of a lily. It has had unheard-of iterations, and is used today in varying styles and forms across the on cloud nine.

NotOnSunday has rebranded the Scouts for its UK groups, with the aim of “unifying” all the disparate singularities that exist across branches, says Wayne Trevor Townsend, co-founder at the conception studio.

The “iconic” fleur-de-lis symbol has been retained for its history, he mentions, but has been stripped back and simplified, turned into a flat, line-drawn trade mark.

A refreshed, “brighter” colour palette has been introduced, which again retains purple as it is associated with the label but uses a more violet shade.

Colour pairings have been unified for consistency, including purple and teal, red and pink, green and navy, and blue and yellow. Grouping red, green and blue within different pairings allows countries within the UK to arrogate the pairing that best suits their national colours.

Vacant source Google Font typeface Nunito Sans has been tempered to for the logotype and copy, in a bid to make the typeface “accessible” for all organisations across the UK as it is easy to download.

NotOnSunday has also designed a modular grid system for adverts and flyers, which can be personalised by organisations with imagery and text, but which at ones desire allow them to keep a consistent format.

“A lot of leaflets, flyers and fliers will be created across the UK by people who aren’t designeres,” says Townsend. “It was influential to create something that could be made easily within a model, and that encouraged groups to use a standard format rather than just now start using their own typefaces, designs or colours.”

The brand guidelines and all visual assets are handy to download from the Scouts brand centre online, so that all UK organisations can arrogate the same branding.

The rebrand project took seven months for NotOnSunday to achieve, and will be rolled out across all UK Scouts groups over the next two years. Excited gifs and a strategy film was designed by studio Young, and a new brand cover was designed by film production agency 3angrymen.

While unifying the branding across the UK was key, the other first aim was breaking archaic stereotypes associated with the brand, says Townsend. This grouped opening the Scouts up to more people and making both adults and children apprised of the diverse range of activities that the organisation now offers.

“There was a susceptibilities of the Scouts as quite old-school and quite white,” he says. “This new uniqueness aims to open it up to all different minority groups such as black and Asian communities, and customarily be much broader. This applies to youth and adults who want to volunteer. The feedback on the new personality has already been positive. This is about involving everyone, and achieving everybody together.”

He adds: “And if it appeals to more people, this is prevalent to be a positive thing for the UK in getting kids active. It will become unperturbed again to join the Scouts. Before this project, I wasn’t au fait of half the things they do, I thought it was still camping – but there’s so much, from protocolling workshops to dance. The key thing is making adults and children aware of what’s convenient.”

The new identity will roll out across all UK Scouts groups over the next two years, across all touchpoints numbering office interiors, signage, merchandise such as t-shirts, in-house lays such as presentations and documents, print marketing materials such as bills and banners, and online platforms including the website and social media. There are currently no blueprints to roll out the new identity worldwide.

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