GLB-C29-2024
As we get ready to usher in the next decade for Scouting and implement a new Strategy for Scouting, we are excited to share the new refreshed look for World Scouting’s brand.
This work responds to one of the key objectives outlined in the World Triennial Plan 2021-2024 approved by the World Scout Conference in 2021, and aims to create a more bold, modern, youthful, and digital brand that will better position and promote us as the world’s leading, most inspiring and inclusive youth movement in line with the priorities of the next Strategy for Scouting.
Following an open tendering process, since October 2022 a dedicated team of World Scout Bureau staff and volunteers, worked together with a world-class creative and design agency, to refresh World Scouting’s branding and messaging with a particular focus on adaptation for digital use.
Along the way we conducted in-depth research into the perceptions of the current brand, including online sentiment analysis and numerous focus groups with National Scout Organization (NSO) leadership, young people, adult volunteers, Bureau staff, World and Regional Committee members, and key partners and stakeholders involved in Scouting. Regular progress updates about the brand refresh project were also shared through ScoutPak and town halls with NSO leadership throughout the triennium.
The refreshed World Scouting brand, which was approved by the World Scout Committee in May 2024 following extensive consultations and feedback, and funding for this initiative was provided by a number of generous BP Fellows through the World Scout Foundation to support our new Strategy for Scouting and refreshed brand. The refreshed brand contains a number of key elements including:
- Brand Strategy and Framework - A refreshed brand strategy and narrative centred on the core mission of Scouting, and aligned with the vision and priorities of the new Strategy for Scouting.
- World Scout Emblem - A redesign of the World Scout Emblem which adheres to the description in the WOSM Constitution and continues to act as a symbol for the Scout Movement.
- World Scouting Logo and Wordmark - A refreshed logo and wordmark for World Scouting using a modernised variation of the redesigned World Scout Emblem and which will replace the current “Scouts” logo and wordmark.
- Tagline - A refreshed tagline “Ready for Life” available in World Scouting’s official and working languages which will replace the current tagline “Creating a Better World”.
- Colours - A more vibrant and accessible colour palette with the colour purple remaining a central element of the refreshed World Scouting brand.
- Typography – A unique and refreshed font incorporated into the new logo, and a secondary font collection for application in everyday use.
- Creative secondary elements – Creative graphic design and visual identity elements that can act as secondary brand elements for wider application.
Today, the refreshed brand is being rolled out across our communications channels and web platforms, and will be incorporated into the experience for the 43rd World Scout Conference happening in just a few weeks. Some of the key changes that will be implemented immediately include a redesign of scout.org, promotion of the refreshed brand across social media, upgrades to our stationery package, and a new line of branded merchandise that will be available for sale for the first time at the upcoming Conference.
A new set of online brand guidelines, together with key downloadable brand artwork files, has also been developed and integrated into a new digital solution that will act as a central repository for all World Scouting brand assets. The brand guidelines are now publicly available and accessible at brand.scout.org to provide NSOs and other key stakeholders with clear guidance about how to use the visual identity and tone of voice for the refreshed World Scouting brand consistently and effectively. Moving forward this digital solution will also become the new home for our photo and video media library, which will introduce new AI features that will make searching and creating content easier than ever.
The current brand will remain in effect until the 43rd World Scout Conference, after which time it will be phased out and replaced by the refreshed World Scouting brand while allowing a period of time for the transition. A news piece and set of frequently asked questions and answers, including those related to the “National Scout Identity Brands” and commercial licensing, has been developed to provide guidance to NSOs for what the brand refresh means for World Scouting, for the Movement and Member Organizations. A workshop session on branding will be run during the Conference, and further training materials and workshops will soon be developed to support Member Organizations to make effective use of the refreshed World Scouting brand.
We encourage all NSOs to help us to celebrate and share in this exciting announcement, and we look forward to providing more updates during the Conference and through other engagement opportunities in the next triennium. For further questions on the refreshed brand, please contact David Venn, Global Director, Communications at the World Scout Bureau by email at [email protected].
Yours in Scouting,
Ahmad Alhendawi
Secretary General
World Organization of the Scout Movement