Exciting New Brand
29 May 2018


Ingleborough logo stacked

After considerable research at all levels, either face to face or online with members and the public, last month saw the exciting launch of a new strategy and brand for the Scout Association. It was felt that the benefits of Scouting were not understood by the public and Scouting was invisible to some communities. Also, the public had outdated perceptions of Scouting so, as Scouting is a Movement, it had to move with the times. The new brand focusses on ‘Skills for Life’ and ‘Belonging’ – a new key part which gives us emotional power. Examples include sharing big moments, experiencing the joy of giving skills to young people, etc.

Using the streamline and contemporary new logo, which is suitable for digital use, it should now be easier to describe who we are and what we do, i.e. the take home benefits to young people of character skills, such as tenacity, resilience, employability, skills such as team work and practical skills, including cooking and budgeting, etc. It will also provide better tools and resources for local Scouting e.g. Word and PowerPoint templates, photos, logos, letter heads, videos, etc. Anyone can now register at Brand Centre for free downloads. There is a free font, Nunito, available as a Google download. With a clearer brand showing the benefits of membership at its core, it should now be easier to recruit adult volunteers.

Although we have a two-year time frame in which to implement the new brand, the new logos will be used from now on in communications and social media posts.