BSA Rebrand | Visual Development (Student Project) by wingsunn

No. 02 BOY SCOUTS OF AMERICA Visual Development Guide

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

Table of Contents

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0 1 Identity Research 1. 1

Past Look

1.2

Current Competators

1.3

Future Competators

1.4

Similiar Logos

02 Logo Sketches 2. 1

Identity Camps

2.3

Initial Sketches (Phase I)

2.4

Refined Sketches (Phase II)

2.5

Refined Sketches (Phase III)

03 Digital Drafts 3. 1

Digital Sketches (Phase I)

3.2

Digital Sketches (Phase II)

04 Final logo

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4. 1

Final Draft

4.2

Logo Symbol

4.3

Logo Wordmark

4.4

Complete Configuration

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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“Be kind, for everyone you meet is fighting a harder battle.” —PLATO

Ancient Philosopher

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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Identity Research True growth requires honesty in examining the past and careful awareness in observing the world that surrounds us.

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1. 1

Past Look

1.2

Current Competitors

1.3

Future Competitors

1.4

Similar Logos

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

1.1 Past Look

Old Identity

PAST BSA

The old “Boy Scouts of America” logo communicated very much of a traditional sense of patriotism, represented visually as a zeal bound by very stoic symbols of the eagle, shield, stars, and trefoil.

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Identity Research | PA S T LO O K

WHY DOES THE BSA BRAND NEED A RENEWED IDENTITY? Among the many

reasons why the Boy Scouts of America have been deemed as a dying brand, the two main factors lie in their tainted reputation due to their controversial ban against gay membership, and their loss in cultural appeal and relevance. With this in mind, considerations were made in the process of designing a new logo which successfully represents the organization’s renewed mission and approach in both visual aesthetic and appeal, as well as cultural benevolence.

Current Identity

CURRE NT BSA

Though it exhibits a significant improvement in design with a more modern and clean look, the current “Boy Scouts of America” logo communicates much of the same traditionally nationalistic senses.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

1.2 Current Competitors

Youth Development Organizations

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Identity Research | C U R R E N T C O M P E T I TO R S

WHEN EXAMINING THE EXISTING BOY SCOUTS OF AMERICA brand, it was de-

termined that youth development organizations are what make up the current competition for the BSA. Many were found to be poorly designed. Ironically, one of the better logos came from the current Girl Scouts organization. The conclusion was that the current BSA logo itself, though it was actually better designed than most of its competition, also did not do much to visually stand out due to its overtly traditional makeup of nationalistic symbols.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

1.3 Future Competitors

Youth Development + Service Organizations

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Identity Research | F U T U R E C O M P E T I TO R S

WHEN EXAMINING THE NEW VISION AND MISSION for the new Scouts of America

brand, it was determined that the future competition would be made up of primarily youth development organizations as well, however it was also noted that there would be a greater emphasis on those that prioritized in humanitarian services. Though some retained some clever concepts, many of them were again found to be poorly designed.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

1.4 Similar Logos

Triangles + Arrows + Ribbons

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Identity Research | S I M I L A R LO G O S

AFTER HAVING SELECTING A VISUAL CONCEPT AND DESIGN to move forward

with for the new Scouts of America logo, a collection of visually similar logos were gathered in order to avoid the possibility of a coincidental resemblance to an existing logo. It was also important to be informed and aware so that certain design considerations could be made to design a logo that stood out among those that exhibited graphically similar traits.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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Logo Sketches Both human progress and creativity require the willingness to take a step back and approach a problem with a open mind.

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2.1

Identity Camps

2.2

Initial Sketches (Phase I)

2.3

Refined Sketches (Phase II)

2.4

Refined Sketches (Phase III)

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.1 Identity Camps

Three identity camps were decided upon that were best representative of the brands new vision. Again the three pillars of community, empathy, and service were considered. The first camp, “Extending Service To The Margins,” was derived from the notion of service. The second camp, “Uniting Humanity,” was derived from the notion of community. Then the third camp,“Building Character,” was derived from the notion of empathy. Once the three camps were determined, initial brainstorming and extensive sketching was performed within each category. The ultimate purpose of brainstorming within the conceptual confines of an identity camp, was to allow for a more focused manner of exploration. It was also a method of ensuring that design considerations and visual concepts were kept in line with the brand vision and soul. Initial sketches began with a mindset of exercising complete and open exploration within each identity camp. All abstract, cliche, and even awkward thoughts and concepts were pursued with the intention to both rule out ideas, as well as embracing the notion that bits of unique inspiration can take root from anywhere. An interesting revelation throughout the design process was the way in which several concepts and graphic symbols would frequently overlap and bridge between all three camps. After exhausting a substantial level of brainstorming and initial sketching, further more directed exploration was conducted around select visual concepts which were found to be more unique and conceptually sound among others. With each round of sketching, concepts became more narrowed and focused until three specific visual concepts were decided upon. These ideas were then moved to the computer to generate digital drafts. After pursuing additional rounds of digital drafts, a single logo design was decided upon from which final refinements where then made.

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Logo Sketches | I D E N T I T Y C A M P S

IDE NTITY CAMP 01. Extending service to the margins is an identity camp which is intended to convey the concept of pushing boundaries and breaking barriers for the sake of letting those that exist on the margins of society into a renewed culture of compassion and acceptance.

Extending Service To The Margins IDE NTITY CAMP 01. Uniting humanity is an identity camp which is intended to convey the concept of uniting all people from different backgrounds and experiences to exist in community as complete equals with one another.

Uniting Humanity IDE NTITY CAMP 01. Building character is an identity camp which is intended to convey the concept of empowering youth to develop the kind of merit that produces the traditionally championed qualities of leadership, honor, and duty, but through a lens which is centered around service.

Building Character

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.2 Initial Sketches (Phase I)

Camp 01 // Extending Service To The Margins

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Logo Sketches | I N I T I A L S K E TC H E S ( P H A S E I )

IN EXPLORING INITIAL SKETCHES WITHIN CAMP 01, it was discovered that the

most promising symbols and concepts were represented by arrows and borders being pushed outward and opened up from within.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.2 Initial Sketches (Phase I)

Camp 02 // Uniting Humanity

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Logo Sketches | I N I T I A L S K E TC H E S ( P H A S E I )

IN EXPLORING INITIAL SKETCHES WITHIN CAMP 02, it was discovered that the

most promising concepts were represented by the idea of different shapes and symbols coming together and existing as one. A more specifically unique revelation came through the idea of different objects, or “threads,” becoming woven together.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.2 Initial Sketches (Phase I)

Camp 03 // Building Character

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Logo Sketches | I N I T I A L S K E TC H E S ( P H A S E I )

IN EXPLORING INITIAL SKETCHES WITHIN CAMP 03, it was discovered that the

most promising symbols and concepts were represented the notions of “climbing a ladder,” “scaling a mountain,” and “connecting puzzle pieces.”

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.2 Initial Sketches (Phase I)

Typographic Exploration

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Logo Sketches | I N I T I A L S K E TC H E S ( P H A S E I )

IN ADDITION TO CONSIDERING THE THREE IDENTITY CAMPS, typographic explo-

rations were also conducted in order to get a sense of the possible ways that the letterforms could graphically work together from both a conceptual and a design perspective.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.3 Refined Sketches (Phase II)

Camp 01 // Extending Service To The Margins

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Logo Sketches | R E F I N E D S K E TC H E S ( P H A S E I I )

REFINED SKETCHES WERE DEVELOPED FOR SELECT ideas and concepts that

seamed to maintain more potential than others in order to obtain a more discerning look at their aesthetic potential and graphic makeup.

Camp 02 // Uniting Humanity

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.3 Refined Sketches (Phase II)

Camp 03 // Building Character

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Logo Sketches | R E F I N E D S K E TC H E S ( P H A S E I I )

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.3 Refined Sketches (Phase III)

Revised Camp 01 // Threads Of Humanity

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Logo Sketches | R E F I N E D S K E TC H E S ( P H A S E I I I )

BEFORE PROCEEDING WITH FURTHER REFINED SKETCHES, it was deemed

necessary to revise identity camps into more graphically specific categories in order to narrow the design focus. The “Uniting Humanity” camp was redefined as “Threads of Humanity,” to focus the concept more on the notion and importance of unity within the social “fabrics” of our nation.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.3 Refined Sketches (Phase III)

Revised Camp 02 // Climbing To The Mountaintop

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Logo Sketches | R E F I N E D S K E TC H E S ( P H A S E I I I )

IT WAS DECIDED TO REVISE THE “BUILDING CHARACTER” identity camp into two

remaining categories due to their graphic potential. This also prompted the decision to eliminate the “Extending Service To The Margins” camp, as it also proved to yield the weakest results during exploration. The first of the two revised camps was labeled “Climbing to the Mountaintop.” Due to the familiarity and versatility of the mountain as a symbol, further exploration was conducted to examine opportunities for other symbols, as well as typography, to be integrated.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

2.3 Refined Sketches (Phase III)

Revised Camp 03 // Climbing The Ladder

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Logo Sketches | R E F I N E D S K E TC H E S ( P H A S E I I I )

THE FIRST OF THE TWO REVISED CAMPS WAS LABELED, “Climbing the Ladder”

due to the conceptual strength of the ladder as a symbol for building character. It was also determined that there was significant opportunity to further explore the ways in which the letterforms could graphically integrate.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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“Service to others is the rent you pay for your room here on earth.” —MUHAMMAD ALI

Professional Boxing Champion & Activist

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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Digital Drafts Identity shines through from the depths of our hearts and minds within to the display of our ideals and practices on the surface.

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3. 1

Digital Sketches (Phase I)

3.2

Digital Sketches (Phase II)

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

3.1 Digital Sketches (Phase I)

Revised Camp 01 // Threads Of Humanity, Triangle

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Digital Drafts | D I G I TA L S K E TC H E S ( P H A S E I )

WHEN ENTERING INTO A PHASE IN WHICH digital drafts were created identity

camps were again narrowed and revised. The “Threads of Humanity” camp was extended into two separate camps which focuses on different graphic directions that were both deemed worthy of further development. The first of the two further explored variations of three separate threads coming together into the shape of a triangle. It was thought that the triangle’s asymmetrical qualities could present a unique shape with a more appealing aesthetic.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

3.1 Digital Sketches (Phase I)

Revised Camp 02 // Threads Of Humanity, Square

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Digital Drafts | D I G I TA L S K E TC H E S ( P H A S E I )

THE SECOND OF THE TWO “THREADS OF HUMANITY” CAMPS further explored

variations of four separate threads coming together into the shape of a square. It was thought that the square’s symmetric qualities presented a more flexible and versatile overall shape with which to continue exploration.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

3.1 Digital Sketches (Phase I)

Revised Camp 03 // Climbing To The Mountaintop

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Digital Drafts | D I G I TA L S K E TC H E S ( P H A S E I )

THE THIRD AND FINAL CAMP WAS NARROWED TO a digital drafts being created

for the “Climbing to the Mountaintop” camp. It was decided to move forward without the “Climbing the Ladder “ camp which proved to be substantially weaker in visual appeal than the other remaining camps.

SCOUTS OF AMERICA

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

3.2 Digital Sketches (Phase II)

Revised Camp 01 // Threads Of Humanity, Triangle

SCOUTS OF AMERICA

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Digital Drafts | D I G I TA L S K E TC H E S ( P H A S E I I )

WHEN REVISING THE TRIANGLE VERSION OF the â&#x20AC;&#x153;Threads of Humanity camp, the

most successful general shape and composition was selected to move forward with, and paired alongside various configurations of a potential wordmark.

SCOUTS OF AMERICA

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SCOUTS OF AMERICA

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

3.2 Digital Sketches (Phase II)

Revised Camp 02 // Threads Of Humanity, Square

SCOUTS OF AMERICA

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Digital Drafts | D I G I TA L S K E TC H E S ( P H A S E I I )

WHEN REVISING THE SQUARE VERSION OF the â&#x20AC;&#x153;Threads of Humanity camp, the

most successful general shape and composition was also selected to move forward with, and paired alongside various configurations of a potential wordmark.

SCOUTS OF AMERICA

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SCOUTS OF AMERICA

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

3.2 Digital Sketches (Phase II)

Revised Camp 03 // Climbing To The Mountaintop

SCOUTS OF AMERICA

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Digital Drafts | D I G I TA L S K E TC H E S ( P H A S E I I )

A UNIQUE DISCOVERY IN EXPLORING THE MOUNTAIN as a symbol came when

paired with an arrow. The notions of “climbing to the mountaintop” and also “building character from within” yielded a certain duality of meaning which introduced visual undertones of the Scout Slogan, “Do a good turn” as well. The triangular shape of the symbol also allowed for the integration of certain graphic qualities found in the “Threads of Humanity” triangle camp. Given such a magical marriage of both visual and conceptual elements further exploration was taken.

SCOUTS OF AMERICA

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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Final Logo â&#x20AC;&#x153;Looking the partâ&#x20AC;? is necessary in order to bring proper attention and credibility to the true character that lives within. 4. 1

Initial Draft

4. 2 Logo Symbol

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4.3

Logo Wordmark

4.4

Complete Configuration

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

4.1 Initial Draft

After exploring digital drafts, the best logo composition was selected to move forward with in executing final refinements. The “Threads of Humanity” identity camp and concept proved to be the most optimum logo design because it represented a holistic, and also unique, visual and conceptual vantage point aligning with the renewed brand vision. The shape of the triangle was chosen over the variation of the square because it garnered superior visual appeal and unique aesthetic qualities. It was also determined appropriate to represent the number three, as it can take on meaning to signify the three pillars of community, empathy, and service. Three is also a number which becomes reminiscent of the trefoil found in the previous Boy Scouts of America logo. Most significantly, the concept of woven thread and fabric does well to symbolize the themes of bringing people in from the margins, unity and community, and building character. Even more so, it speaks of our youth as the fresh strands of thread that need to be guided and built up as upstanding citizens of service so that they can strengthen the fabric of a more “United America.”

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Final Logo | I N I T I A L D R A F T

SCOUTS OF AMERICA Symbol (Draft)

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Wordmark (Draft)

RE FINING THE LOGO SYMBOL

RE FINING THE LOGO WORDMARK

When taking steps to refining the logo symbol, proportions were taken into consideration to create a more balanced mark. An x-height was chosen to work from using proportions of â&#x20AC;&#x153;threeâ&#x20AC;? and consistent angles throughout.

When taking steps to refining the logo wordmark, it was determined to stack the text in order to give the composition size flexibility. Proper spacing and kerning was also applied, as well as subtle modifications to select letterforms to lend a unique graphic consistency with the logo symbol.

Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

4.2 Logo Symbol

60 degrees

x-height

(2)x

LOGO “FLAG” The BSA logo “flag” is dimensioned according to the x-height proportions above. The shape functions a primary building block from which the logo icon can then be drawn from as shown on the following page.

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Final Logo | LO G O S Y M B O L

60 degrees

Logo “Flag”

x-height (1/3)x

LOGO SYMBOL Using the shape and proportions outlined by the logo “flag,” the full logo symbol can be derived and drawn using the dimensioned proportions indicated by the diagram above. All angles and spacing are repeated throughout unless otherwise specified.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

4.3 Logo Wordmark

Wordmark Typeface The typeface used for the new BSA wordmark is â&#x20AC;&#x153;Gotham Bold.â&#x20AC;? It was chosen for its geometric and consistent stroke qualities, which provided an appropriate graphic cohesiveness with the logo mark.

Customized Letterforms Subtle graphic modifications were made to select letters of the wordmark to apply a certain unique visual quality and also provide graphic consistency to the logo mark as well.

[1]

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[2]

[3]

[4]

Final Logo | LO G O WO R D M A R K

60 degrees

[1]

The top right edge of the letter “T” is sliced at a sixty degree angle as shown to provide subtle graphic consistency to the logo mark. The slice was oriented in such a way to mimic a forward arrow and to represent the notion of “progress.”

[2]

Similar to that of the letter “T” above, the top right edge of the letter “F” is also sliced at a sixty degree angle as shown to provide subtle graphic consistency to the logo mark.

[3]

The letter”I” is given a tittle and dimensioned according to the proportions as shown. Graphically the intention is to draw attention to the letter and bring significance to its placement within the word “America” and the notion that a “country” is only as good as the strong “individuals” that take root within it.

[4]

The last letter “A” was treated with the dimensioned proportions as shown, and in such a way that would directly mimic the brand logo mark itself given its naturally similar graphic orientation.

60 degrees

30 degrees a

a 60 degrees

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

4.3 Logo Wordmark (continued)

Wordmark (Extended) Letters should be kerned (spaced) with proper design sensibility, and according to the general dimensioned parameters shown below.

(2/3)x

(7)x

(16)x

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Final Logo | LO G O WO R D M A R K

Wordmark (Stacked) Drawn from the structure and outline of the “extended” wordmark, the letters can then be “Stacked” according to the general dimensioned parameters shown below.

A lign left with keeping spacing established by “extended” wordmark

(1/2)x x

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

4.4 Complete Configuration

Main Logo Configuration & Clearspace The “Main Logo” is drawn by combining the logo symbol and “stacked” wordmark according the general dimensioned parameters shown below.

(9-1/2)x

(4)x

x-height

(1/2)x

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Final Logo | C O M P L E T E C O N F I G U R AT I O N

Symbol

Wordmark

FINAL LOGO After careful consideration of dimensional consistency, scale, proportions, etc. while also keeping in mind overall look and aesthetic, the final Scouts of America logo appears as above. This will act as the brands main logo configuration.

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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“No one has ever become poor by giving.” —ANNE FRANK

Renowned Diarist & Writer

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

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Boy Scouts of America | V I S UA L D E V E LO P M E N T G U I D E

Copyright ÂŠ 2016 Vincent Tam This book is a non-commercial hypothetical school project meant for educational purposes only, and is not intended to represent the Boy Scouts of America brand in actuality. Design // Vincent Tam School // Academy of Art University Course // Nature of Identity Instructor // Hunter Wimmer All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Vincent Tam.

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