13th January 2001
Dear Leaders
Design Guide: Scout Association Corporate Identity
Accompanying this letter is a briefing document to support the launch of a new logo for The Scout Association.
At a glance you will see immediately that it retains familiar elements which have stood the test of time. They have been combined to produce a modern looking eye-catching device, which we can all use to 'identify' Scouting in the 21st century. It is the first step along a carefully planned but exciting journey, which will see the gradual introduction of the new uniform over the next two years and ultimately the full introduction of the new programme and publications in 2003.
The great strength of the Scout Movement is the fact that we have nearly 10,000 local Groups delivering a successful product to their local communities and in many different ways to suit local needs. It is important however that in those communities, our Members and our public recognise that we are a single organisation with all the strengths and benefits that brings.
By using a distinctive logotype, with carefully designed variations to suit different applications, we can identify ourselves to all our target audiences. This initial briefing document enables all our Groups, Districts, Counties and Areas to start to incorporate the new logo into printed material.
The current document provides enough information for you to get going, either with the aid of your local printer or your friendly desk-top publishing expert.
The basic document has also been put onto ScoutBaseUK (www.scoutbase.org.uk) and it is from here that you can now download electronic versions of the four principal logo variations. Further resources will be placed on ScoutBaseUK as they are generated.
Shortly, you will be able to obtain a CD-Rom from the Information Centre at Gilwell Park which will contain a range of masterfiles and templates for letters, faxes and memos.
Our colleagues at Scout Shops Limited hope soon to be able to offer supplies of A4 letterhead paper which you can overprint with your local details. They are also gearing up to offer a signboard service. Information about this will be released as soon as possible. In a few weeks a more comprehensive Corporate Identity Manual will become available to provide professional designers with all that they might need.
Please look carefully at the guide. It has been deliberately kept simple so that everyone wishing to adopt the 'new look' can do so quickly and easily. All the market research we have done tells us that the public has a high regard for Scouting, but low familiarity with what we do today. If we all adopt the new visual identity in everything we produce, we can help to show them that Scouting is alive, well and at work in their community.
