No. 03 BOY SCOUTS OF AMERICA Visual Standards Guide
No. 03 BOY SCOUTS OF AMERICA Visual Standards Guide
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
Table of Contents
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0 1 Brand Vision 1. 1
Brand Evolution
08
1.2
Brand Attributes
10
02 Logo Standards 2. 1
Symbol/Mark
14
2.2
Logo Symbol
16
2.3
Logo Wordmark
18
2.4
Logo Configuration
22
2.5
Size Restrictions
24
03 Visual Standards 3. 1
Color Standards
30
3.2
Identity Typeface
32
3.3
Typographic Guidelines
34
3.4
Logo Usage
36
3.5
Photo Style
42
04 Verbal Guidelines 4. 1
Brand Ideals & Beliefs
4.2
Keywords
48
4.3
Brand Statements
50
46
05 Brand Future
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5. 1
Brand Projection Chart
54
5.2
Brand Extensions
56
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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“He has a right to criticize, who has a heart to help.” —ABRAHAM LINCOLN
16th President of the United States
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Brand Vision A renewed outlook on what it means to foster and instill civil duty and leadership in youth. 1.1 1.2
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Brand Evolution Brand Attributes
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
1.1 Brand Evolution
Past Identity
BSA BE FORE
The old and current “Boy Scouts of America” logos 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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Brand Vision | B R A N D E VO LU T I O N
IN DECIDING TO RE-BRAND THE BSA AS the “Scouts of America,” the emphasis
of the organization is still to focus primarily upon the empowerment of young men in particular. However, the intention behind removing direct association to gender in the brand’s name was done entirely in the spirit of avoiding any stigma attached to the brand’s traditionalist and chauvinistic past. As a smaller consideration, the new Scouts of America is also an organization which remains open to female membership as well, should young girls develop a desire to join.
New Identity
BSA FUTURE
The future “Scouts of America” logo takes on a more modern and minimal aesthetic. It retains more subtle, and somewhat ambiguously symbolic, representations of it’s traditional values and patriotic roots to support it’s renewed vision of leadership and duty through the less obvious modes of lending a helping hand of community, empathy, and service.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
1.2 Brand Attributes
Our mission is to build up young boys as tomorrows leaders through values and practices which support community, empathy, and service to all people.
RE ITE RATION OF BRAND MISSION The Scouts of America mission outlines the three key attributes of “community, empathy, and service,” which are woven throughout the brand’s identity, structure, and design.
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Brand Vision | B R A N D AT T R I B U T E S
DOING A GOOD TURN IS MORE THAN JUST A PRACTICE. It is a virtue that comes
only through the three pillars of community, empathy, and service. A “Scout” by traditional means is someone who duty is to explore and survey a territory ahead of his peers to gather information about how in which to best help those behind him move forward effectively. The new “Scouts of America” takes this notion and re-envisions how in which we can foster a generation of young men who “Scout the margins of society,” providing a helping hand of community, empathy, and service to those in need.
Community Although Scouting, in many ways, is about building up the individual to embody values and practices which reflect “service” and “empathy” for others it always begins and ends with community. The only way to truly serve and maintain a true attitude of empathy towards others is by engaging in community with them. At the end of the day, establishing open community is the only way that we as a society can move towards a truly “United America.”
Empathy With “community” as a foundational piece of Scouting, true community cannot exist without “empathy” and understanding of others. In order to bring people in and “unite” peoples of different backgrounds and experiences, we need to exist among each other as equals and make an effort to sit with each other in a manner that allows whatever social, political, economical, personal barriers and walls that might exist to come down.
Service Community also depends heavily on building a culture which moves from an attitude of empathy towards the action of service. In an age that, in many ways, is built upon social, political, and economical imbalance, a conscious effort is needed to be mindful of those that exist on the margins of society and ways in which we as a culture and society can remain intent on fight for those who can’t fight for themselves. Service is a critical way in which we not only break barriers, but invite people in to engage in community within those boundaries.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Logo Standards Building towards an inspired future while remaining true to brand roots.
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2. 1
New Brand Identity
2.2
Logo Symbol
2.3
Logo Wordmark
2.4
Logo Configuration
2.5
Size Restrictions
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
2.1 New Brand Identity
Several things may come to mind when examining the Scouts of America logo mark. In considering the brands historical outdoors culture and tradition, one might ask, “Is it a teepee? Is it a knot? Are they arrows? Or are they sticks?” To answer these questions simply, it is technically representative of none of these things. The logo mark in actuality is an illustration of three points coming towards one another and clasping together to symbolize the new vision of Scouts of America, which is represented by the three unified pillars of “community, empathy, and service.” However, at the same time, the symbolic ambiguities of the symbol and wordmark are very much intentional. The intent from the outset was to re-brand the Boy Scouts of America in a way that brought a renewed vision and relevancy to the organization, while also retaining a certain homage to it’s roots. The most significant subtle visual cue can be seen through the irony which can be drawn from the “i” in the wordmark. It stands out to emphasize the notion of the “individual,” while also garnering the duality of appearing as a lit flame. Though certain, more ambiguous and subtle graphic cues are intentional, the primary concept is founded in the notion of three different hands coming together and becoming woven as one. The number “three” is significant because it remains consistent with roots of the original Boy Scouts of America and the significance of the three points represented by the old logo’s trefoil. However, rather than the embodiment of “duty to God/country, self, and others” standing as separate pillars, the goal of the new logo is to visually symbolize the coming together of all three as they are bound together and strengthened through the “pursuit of community, empathy, and service.”
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Logo Standards | N E W B R A N D I D E N T I T Y
Symbol
Wordmark
SCOUTS OF AME RICA MAIN LOGO The new Scouts of America logo embodies unity and togetherness of values which support human progress through the service of all people, and the notion of “harmony in the midst of imbalance.�
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
2.2 Logo Symbol
60 degrees
x-height
(2)x
LOGO “FLAG” The 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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Logo Standards | 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 S TA N DA R D S G U I D E
2.3 Logo Wordmark
Wordmark Typeface The typeface used for the new BSA wordmark is “Gotham Bold.� 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]
Logo Standards | 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
a
a
a 60 degrees
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
2.3 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
(2/3)x
(7)x
x
(16)x
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Logo Standards | 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
“STACKE D” WORDMARK USAGE It should be noted that the “stacked” configuration of the wordmark is only intended to be used alongside the logo symbol and never just on it’s own.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
2.4 Logo 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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Logo Standards | LO G O C O N F I G U R AT I O N
Secondary Logo Configuration & Clearspace The “Secondary Logo” is drawn by combining the logo symbol and “extended” wordmark according the general dimensioned parameters shown below.
(4)x
(8)x
(4)x
(1/3)x
x (1/3)x
(3)x
x-height
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
2.5 Size Restrictions
Main Logo
Secondary Logo
5 feet (plus)
1–5 feet OK
OK
OK
DO NOT USE
OK
DO NOT USE
DO NOT USE
DO NOT USE
DO NOT USE
DO NOT USE
1–12 inch
0.5–1 inch
0.25–0.5 inch
0.–0.25 inch
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Logo Standards | S I Z E R E S T R I C T I O N S
THERE ARE TWO VARIATIONS OF THE BSA LOGO WORDMARK. The “Main
Logo” is the most versatile and can be used in most applications, whereas the “Secondary Logo” is meant only for large formats such as banners and posters where the mark commands primary attention. The logo symbol and wordmark can also exist separately on their own as well. However it should be noted that the “extended” wordmark, and not the “stacked” version, must be used if existing as a stand-alone.
Symbol (only)
Wordmark (only)
5 feet (plus)
1–5 feet OK
OK
OK
OK
OK
OK
DO NOT USE
OK
DO NOT USE
DO NOT USE
1–12 inch
0.5–1 inch
0.25–0.5 inch
0.25 inch (smaller)
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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“We need to help students and parents cherish and preserve the ethnic and cultural diversity that nourishes and strengthens this nation.” —CESAR CHAVEZ
American Labor Leader & Civil Rights Activist
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Visual Standards Building character starts from within, and also must remain consistent with what is exhibited on the surface. 3.1
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Color Standards
3.2
Identity Typeface
3.3
Typographic Guidelines
3.4
Logo Usage
3.5
Photo Style
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.1 Color Standards
Primary Brand Color Set Primary colors are represented by red, gray, and blue. The intention is to take a nationalistic approach in the brand’s visual language with the hope to re-imagine what a truly “United America” should look like, and to propel the notion that true patriotism comes through community, empathy, and service of others.
Community Blue
Empathy Gray
Service Red
PANTONE
PANTONE
PANTONE
PANTONE 7690 C PANTONE 307 U
PANTONE Cool Gray 8 C PANTONE Cool Gray 9 U
PANTONE 1807 C PANTONE 200 U
CMYK
CMYK
CMYK
C90 M50 Y10 K0
C0 M0 Y0 K55
C40 M95 Y90 K0
RGB
RGB
RGB
R0 G102 B153
R204 G204 B204
R153 G51 B51
HEX
HEX
HEX
00 66 99
CC CC CC
99 33 33
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Visual Standards | C O LO R S TA N DA R D S
COLORS ASSOCIATED WITH THE BRAND ARE slightly muted natural tones.
There are two groups of colors that are each intended to operate as a set. The “Primary” set is to stand as the official brand colors, and to be used in areas which directly promote and represent the brand itself such as the logo, scouting manual, banners, etc. The “Secondary” set is to be used to support brand extensions and various Scouting subsets such as events, programs, services etc.
Secondary Brand Color Set Secondary colors are represented by khaki, yellow, and green. The intention is to maintain colors established by the original Boy Scouts of America uniform to create a certain visual familiarity and sensibility, but to reinvent them within a new visual language and tone consistent with the re-branded soul and mission.
Reverent Khaki
Thrifty Yellow
Loyal Green
PANTONE
PANTONE
PANTONE
PANTONE 454 C PANTONE 454 U
PANTONE 142 C PANTONE 7406 U
PANTONE 7489 C PANTONE 369 U
CMYK
CMYK
CMYK
C0 M5 Y20 K15
C0 M20 Y85 K10
C65 M20 Y100 K5
RGB
RGB
RGB
R204 G204 B153
R204 G153 B51
R102 G153 B51
HEX
HEX
HEX
CC CC 99
CC 99 33
66 99 33
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.2 Identity Typeface
The Breve type family as the identity typeface in order to keep with a retro vernacular but in a refreshed way. It was determined that the serifed versions be used as display type to represent a traditional yet also humanistic feel. However the soft feel of the Breve typeface provides a more casual rather than overly traditionalistic, political, or authority in one that the old identity may have garnered.
ABC abcdefghijk lmnopqrstuvwxyz A B CD E FG H IJKL MNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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12 34 5 67 8 90
,�;:’.?*&^%#!
Visual Standards | I D E N T I T Y T Y P E FAC E
Breve Display [Regular] F O R P R I M A R Y U S E A S A D I S P L AY FA C E
Breve News
ABCDEFGHIJKLM NOPQRSTUVWXYZ ab cdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ
[Black Italic]
0123456798 , ” ; : ’. ? * & ^ % # !
0123456798 , ” ; : ’. ? * & ^ % # !
abcdefghijklm nopqrstuvwxyz
FOR QUOTES AND SUBTITLE USE
Breve Sans Text [Bold]
ABCDEFGHIJKLM NOPQRSTUVWXYZ
0123456798 , ” ; : ’. ? * & ^ % # !
a bcdefghijk lm n o pqrstu vwx yz
F O R U S E I N B O DY T E X T A S E M P H A S I S
Breve Sans Text
A BCDE FGHIJKLM NOPQRSTUV WXYZ
[Light]
a bcdef ghi j klm nopqrst uv wx y z
F O R P R I M A R Y U S E A S B O DY T E X T
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0123456 79 8 ,”;: ’. ? *&^% #!
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.3 Typographic Guidelines
Correct Usage BREVE DISPLAY REGULAR should be used as display and title face only.
Scouting. BREVE NEWS SE MIBOLD ITALIC should be used to provide emphasis on appropriate quotes and phrases represented by a length of no more than 100 words.
Do a good turn. Always! BREVE SANS TEXT should be used primarily as body type. The “bold” face should be used to provide emphasize areas such as paragraph leaders, section titles, etc.
THE WHOLE OF THE SCOUT Scouting is embodied by the extension of community, empathy, and service to all people, particularly those that exist on the margins of society.
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Visual Standards | T Y P O G R A P H I C G U I D E L I N E S
Incorrect Usage BREVE DISPLAY REGULAR should never be capitalized during any application.
SCOUTING. BREVE NEWS SE MIBOLD ITALIC should never be capitalized during any application.
DO A GOOD TURN. ALWAYS! BREVE SANS TEXT should never be italicized when using the “bold” face.
THE WHOLE OF THE SCOUT Scouting is embodied by the extension of community, empathy, and service to all people, particularly those that exist on the margins of society.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.4 Logo Usage
Color Variation
Color Pairing
RULES WHE N APPLYING LOGO COLORS
RULES WHE N PAIRING COLORS WITHIN LOGO
When applying colors to the logo other than black, only the three “Primary” brand colors “Service Red,” “Empathy Gray,” and “Community Blue” are to be permitted.
When pairing different colors within the logo, the symbol can range between the three “Primary colors, while the wordmark portion must remain black.
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Visual Standards | LO G O U S AG E
Inversed Background
RULES WHE N USING AN INVE RSE D BACKGROUND When using an inversed background, all colors within the “Primary” and “Secondary” brand color sets, including black, are allowed except for the use of “Reverent Khaki.”
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.4 Logo Usage (continued) Background Color Contrast
0–5% K
20% K
40% K
For light gray tones ranging between 1% and 5% K, all logo colors within the “primary” brand color set are allowed.
For gray tones between 6% and 20% K, all colors within the “Primary” brand color set are allowed with exception to “Empathy Gray” which is only permitted over white.
For gray tones which range between 21% and up to 40% K, the only logo color permitted to be used is black.
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Visual Standards | LO G O U S AG E
WHEN APPLYING A BACKGROUND COLOR behind the logo, appropriate mea-
sures need to be taken in order to ensure that the proper contrast is present to allow for optimal visibility and legibility. When using gray tones as background colors, the following chart should be followed. The method of desaturating other colors to then cross reference their equivalent gray tones with the chart may be utilized as well.
60% K
80% K
100% K
For gray tones which range between 41% and up to 60% K, the only logo colors permitted to be used are black and inversed white.
For gray tones which range between 61% and up to 80% K, the only color permitted to be used is inversed white.
For gray tones which range between 81% and up to 100% K, the only color permitted to be used is inversed white.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.4 Logo Usage (continued)
Improper Usage Do not cut off any part of logo.
Do not use unauthorized configuration of logo.
Do not skew logo in any way.
Do not change word placement of wordmark.
Do not change proportions of logo.
Do not rotate logo in any way.
Do not invert of mirror logo symbol.
Do not place logo on low contrast background.
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Visual Standards | LO G O U S AG E
Do not use “scouting tan� as logo color.
Do not use transparent effects on logo.
Do not apply shadow effects to logo.
Do not apply gradient effects to logo.
Do not use unauthorized mix of logo colors.
Do not apply outlines to logo.
Do not use unauthorized colors on logo.
Do not change wordmark type.
SCOUTS OF AMERICA
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
3.5 Photo Style
Photo Style 01
“LE NDING A HAND” The first photo style above represents the notion of “lending a hand,” exhibiting Scouts engaging in service and community of others. The intention is to communicate the sense that Scouting is about translating values and ideals into actionable service.
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Visual Standards | P H OTO S T Y L E
THERE ARE TWO MAIN PHOTO STYLES WHICH ARE TO BE applied as a visual
standard. To present a cohesive feel and aesthetic between the two photo styles, both are visually bound by high contrast colors to communicate a sense of brightness and hope, as well as a slight grainy texture to keep with a certain retro vernacular and communicate a sense of the grittiness that is required of individuals when engaging in services of others.
Photo Style 02
“THE BARE ESSE NTIALS” The other photo style above represents the notion of providing “the bare essentials” and the display of objects which might be used when engaging in the service of others. Objects are to be displayed in much of the same vein as photos which show “things organized neatly.”
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Verbal Brand Guidelines Vision Meaning is communicated not only by what you say, but also in how you say it.
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4. 1
Brand Ideals & Beliefs
4.2
Keywords
4.3
Brand Statements
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
4.1 Brand Ideals & Beliefs
Existing Brand Ideals & Beliefs
SCOUT OATH
On my honor, I will do my best To do my duty to God and my country and to obey the Scout Law; To help other people at all times; To keep myself physically strong, mentally awake and morally straight. SCOUT LAW
A Scout is... Trustworthy, Loyal, Helpful, Friendly, Courteous, Kind, Obedient, Cheerful, Thrifty, Brave, Clean, and Reverent. SCOUT MOTTO
Be prepared! SCOUTS SLOGAN
Do a good turn always!
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REVISE D SCOUT SLOGAN
KE E PING BSA ROOTS INTACT
It should be noted that the Scout Slogan has been revised from “Do a good turn daily,” to “Do a good turn always!” to promote the notion that doing a good turn is just as much of a constant virtue and mindset, in addition to a practice.
Within the re-envisioned Scouts of America, the Scout Oath, Scout Law, Scout Motto, and Scout Slogan are still present within the brand’s modus operandi, however, the context from which they are now to be positioned beneath the umbrella of the new Scouts Pledge outlined on the following page.
Verbal Guidelines | B R A N D I D E A L S & B E L I E F S
GIVEN THEIR CORE RELEVANCY AND FOUNDATIONAL VALUE, the existing BSA
ideals and beliefs outlined by the Scouts Oath, Scouts Law, Scouts Motto, and Scouts Slogan remain relevant even within the new Scouts of America. However, the Scout’s of America Pledge is now also introduced as an additional umbrella statement which defines a more comprehensive depiction of the brand’s renewed focus. Such statements outlined below of brand ideals and beliefs serve as the basic foundational for which the brand’s verbal guidelines are established.
New Scouts of America Pledge
The whole of the Scout is embodied by the extension of community, empathy, and service to all people, particularly those that exist on the margins of society.
RE-FRAMING THE SCOUTING WAY The Scouts of America Pledge is a direct repositioning of the brand’s renewed mission statement. The purpose of the pledge is to re-frame existing BSA ideals and beliefs within the brand’s renewed focus around the notion of “doing a good turn” and the values of “community, empathy, and service.”
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
4.2 Keywords
Scouting Character
Trustworthy Loyal Helpful Friendly
Courteous Kind Obedient Cheerful
Thrifty Brave Clean Reverent
DESCRIBING ME RIT The above set of keywords are to exist as a general guideline and reference to forming language when describing Scouts, the way in which they ought to behave, and the types of qualities that they are to strive towards and grow into.
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Verbal Guidelines | K E Y WO R D S
Scouting Values
Community Friendship Connection Exposure
Empathy Insight Compassion Hope
Service Leadership Honor Loyalty
DESCRIBING GOODNESS The above set of keywords are to exist as a general guideline and reference to forming language when discussing the many values and benefits that Scouting aims to provide in the movement towards serving humanity.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
4.3 Brand Statements
The four official brand statements which represent the Scouts of America are meant to collectively support the core values and beliefs expressed by the new Scout Pledge. Each statement represents a valuable piece of the brand mission, but is intended to function as stand-alone expression on it’s own as well. They can also be strategically inserted within paragraphs and even sentences of written documents, spoken platforms, design elements, marketing items, etc. where it may prove to be appropriate to reinforce and promote the brand. The only restriction is that all words within each statement must remain completely and successively intact, unless otherwise specified by the following page. As a by-product of each statement reflecting a certain aspect of the Scouts of America Pledge, they also function to answer the where, what, why, and how of the brand and organization. This can be referenced as a simply guideline from which to define when and within which context each statement can be applied most effectively and appropriately.
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Verbal Guidelines | B R A N D S TAT E M E N T S
WHE RE DO THE SCOUTS OF AME RICA SE RVE? In the spirit of fostering a generation of youth that can help lead build a more “United America,” we as a society need to access and serve those that exist on the margins of society. “Scouting to the margins” is a statement which should be used when framing the level of service the Scouts of America aim to provide.
Scouting to the margins. WHAT ARE THE SCOUTS OF AME RICA ABOUT? Scouting is about doing a good deed and paying it forward without asking for anything in return. The renewed Scout Slogan, “Do a good turn always!” should be used more often than any other written statement associated with the Scouts of America, and thus seen and heard synonymously, with the brand’s reputation.
Do a good turn always! WHY DO THE SCOUTS OF AME RICA EXIST? The ultimate goal is to empower young boys to then empower the world through the notions of leadership through service. “Building tomorrow’s leaders” is a statement which function to enforce the notion that true change for the betterment of humanity starts with fostering a generation of young upstanding individuals.
Building tomorrow’s leaders. HOW ARE THE SCOUTS OF AME RICA “SCOUTING” THE MARGINS? Each of the above three brand statements cannot truly be realized without approaching them with the combined notions of “Community, empathy, and service.” Such a statement should be used when addressing the general virtues which are vital to Scouting.
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Brand Future Vision Building towards an inspired future while remaining true to brand roots.
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5. 1
Brand Projection Chart
5.2
Brand Extensions
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
5.1 Brand Projection Chart
The “whole of the Scout” is represented through ideals and practices which promote community, empathy, and service. Given that the notion of service is the most actionable, it was determined that brand extensions be formed under the notion of service within two primary sectors. One being service of the “self,” where brand extensions provide a platform for learnings and experiences to educate the individual. The other embraces the notion of service of “others,” in which case brand extensions provide opportunities for Scouts to serve, and in turn develop empathy and build community.
01
SOUP KITCHEN OUTREACH
16
NEW SCOUTING MANUAL
02
JUVENILE HALL MENTORS
17
PERSONAL WELLNESS APP
03
OUTREACH TO THE NEEDY
18
SHORT FILM CONTEST
04
URBAN BEAUTIFICATION PROJECT
19
SCOUT SWAP
05
SCOUTS FOR HUMANITY
20
SCOUTING MERITS
06
SCOUTS SERVING SOLDIERS
21
SCOUTS ABROAD
07
ANNUAL HOLIDAY DRIVE
22
OFFICIAL SCOUTING APPAREL
08
BOOMER’S GAME NIGHT
23
ANNUAL BENEFIT CONCERT
09
BUDDY HANGOUT
24
SCOUTS FILM FESTIVAL
10
BUDDY SYSTEM VOLUNTEERS
25
RANDOM TURNS OF KINDNESS APP
11
HOBBY EXCHANGE
26
THE NORTH FACE COLLABORATIVE
12
LOCAL GARDEN PRODUCE STORE
27
SCOUTING NETWORK
13
CONVERSATION EXCHANGE
28
WEEKLY PICKUPS
1 4 YOUTH TUTORING 15
INTERNSHIP WITH A NON-PROFIT
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29 DIVERSITY DINNERS 30
LOCAL SCOUTING HEADQUARTERS
Brand Future | B R A N D P R O J E C T I O N C H A R T
04
01 02
03
Community
06
05 09
15
07
23
16
11
08
29
10
25
13 17
18
12
19 28 20 22 27
Individual 26 30
21
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24
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
5.2 Brand Extensions
P
PRODUCTS
EN
E NVIRONME NTS
ED
E DUCATIONA L O PPO RTUN ITIE S
S
SE RVICES
EX
EXPE RIE NCES
EV
EVE NTS
S
EN
EX
SOUP KITCHEN OUTREACH
S
EV
CO
Outreach program which extends to the margins of those who are homeless. Services include weekly soup kitchen programs, game nights, and clothing donation drives. S
CO
EX
JUVENILE HALL MENTORS
S
EV
S
EV
S
EV
LOCAL SERVICE CENTER A service center aimed towards supporting various needs within a Scout’s local community. This can range from food & clothing for the poor, minor medical resources, etc. Scouts are employed to provide help whether it is through goods or services on the front end, or administrative work behind the scenes.
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SCOUTS SERVING SOLDIERS
ANNUAL HOLIDAY DRIVE An annual event during the months leading up to the winter holidays where Scouts are partnered with families in need. They then work to collect the necessary amounts of food, clothing, etc. that they specifically need to have a joyful holiday season.
URBAN BEAUTIFICATION PROJECT An weekly outreach program in which scouts are commissioned to fulfill a month-long urban beautification project. Each month is focused on a different project ranging from planting neighborhood gardens, painting murals, remodeling school buildings, etc.
SCOUTING FOR HUMANITY
A volunteer program the connects Scouts with retired veterans in need. Programs involve fitness programs for the physically disabled to dinner events and game nights. The goal is to provide support to retired veterans, while also allowing Scouts exposure to the experiences of those who have served our country.
OUTREACH TO THE NEEDY Outreach program which extends to the margins of those who are poor but not necessarily homeless. Services are aimed mainly towards families in poverty.
CO-BRA NDING OPPORTUNITIES
A co-branding partnership with Habitat for Humanity where the organization sponsors programs and initiatives to build and repair homes for individuals and families in need.
A co-branding partnership with the organization CASA where Scouts fulfill a “Big Brother/ Big Sister” mentorship role to youth who are under juvenile hall probation. S
CO
S
EV
BOOMER’S GAME NIGHT A weekly event where Scouts gather with senior citizens to play games and engage in community with them.
Brand Future | B R A N D E X T E N S I O N S
EX
SCOUT SWAP
EX
ED
An exchange program which allows for Scouts to trade educational merits and skills with one another as a means of serving their fellow Scout while also fulfilling their own needs at the same time. EX
BUDDY SYSTEM VOLUNTEERS An exchange program where fellow Scouts partner with one another to participate in another scouting program. It is a platform for them to support a community cause as well as engage with one another.
EX
HOBBY EXCHANGE An exchange program that allows Scouts from various backgrounds and demographics to engage with one another and find commonality among their interests. This could involve anything from actual scouting activities, to sports, to playing music, etc.
ED
CO
NON-PROFIT INTERNSHIP A co-branding opportunity in which Scouts are partnered with a local non-profit organization in need of regular help.
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CONVERSATION EXCHANGE APP An app which allows kids who speak different languages to get together and have a conversation with the goal of trading language skills, and also gaining exposure to people of different backgrounds and cultures.
S
YOUTH TUTORING An exchange program where Scouts can offer, receive, trade tutoring services in school subjects that they either excel or need help in.
EX
BUDDY HANGOUT An exchange program which allows for scouts to pair up with each other to go out and have fun enjoying a meal, sports game, movie, etc. with the purpose of encouraging community through fun activity.
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
5.2 Brand Extensions (continued)
P
PRODUCTS
EN
E NVIRONME NTS
ED
E DUCATIONA L O PPO RTUN ITIE S
S
SE RVICES
EX
EXPE RIE NCES
EV
EVE NTS
P
NEW SCOUTING MANUAL
P
A revised Scouts handbook which serves as a holistic instruction to that of the Scouting mentality and experience. It functions with much of the same role as that of the original BSA handbook, but does so in a reframed according to the new Scouts of America soul and mission. P
S
SCOUTING MERITS An credible rewards and achievements system that allows for Scouts to be recognized for various skills, experiences, programs and accomplishments that they may have been apart of. This would operate in conjunction with the “Scouting Network� where official merits can be displayed.
ED
CO
SHORT FILM CONTEST A co-branding platform in which Walt Disney Studios sponsors a select number of Scouts from all over the country to film a short movie which shares about a personal outreach experience and/or creates awareness around a particular social, political, environmental, etc. issue.
S
EN
LOCAL GARDEN PRODUCE STORE A local grocery and produce store which is supported by a local garden. Both are maintained and run entirely by Scouts. The store also functions to provide necessary goods to the soup kitchen and service centers.
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CO
CO-BRA NDING OPPORTUNITIES
CAPTURING CULTURE APP An app which utilizes geo-tagging to provide a fun and engaging platform for Scouts to seek out and learn about other cultures abroad as well as even within their own local communities. The app will establish learning requirements and achievements for scouts to satisfy as they go.
P
ED
PERSONAL WELLNESS APP A self-help app which aims to help Scouts stay focused on their Scouting achievements and endeavors. Functions include personal goal settings, as well as integrated scouting event and task reminders.
ED
SCOUTS ABROAD A summer abroad program which sends Scouts to other countries, mainly those that are of a developing and third world status, to gain exposure to other cultures and environments, as well as engage in humanitarian service work.
Brand Future | B R A N D E X T E N S I O N S
EN
EV
ANNUAL BENEFIT CONCERT
P
An annual benefit concert will take place to raise money for the Scouts of America organization as well as partnering organizations and sponsors. The event will feature hip and popular bands and musicians to provide a more desirable space for kids to engage. EN
ED
EV
Rather than the traditional outdated uniforms and neckerchiefs, Scouting apparel now consists of more tame, yet desirable, outerwear. Different events and programs will have their own designed shirts and sweaters, as well as other apparel supported by co-branding partnerships with outdoor clothing companies.
SCOUTS FILM FESTIVAL An annual event presented in conjunction with the Short Film Contest, where contestants get to showcase their work and receive various accolades and awards.
P
EV
EX
P
EN
EX
EV
S CO
THE NORTH FACE COLLABORATIVE A co-branding platform in which The North Face sponsors different Scouting events, programs, and initiatives providing exclusive outerwear to Scouts.
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DIVERSITY DINNERS A monthly pot luck event in which a Scouts from all over the county bring their own culture’s food to share with others. Various activities and installments will take place as well to encourage engagement and community between people who may not know each other and/or are of different backgrounds.
WEEKLY PICKUPS A weekly gather between local Scouts to engage in a different selected activity each meeting to promote an attitude of openness and engagement with others. Activities can include sports games, playing music, chess tournaments, etc.
P
SCOUTING NETWORK Functions much like a LinkedIn or Facebook for Scouts, allowing them to keep a sort of online resume to track and publish their own activities, achievements, and awards. It will also serve as a social network for kids to connect with fellow scouts as well as colleges and other organizations.
RANDOM TURNS OF KINDNESS APP An app which promotes the Scouts slogan to “Do a good turn. Always.” The app will task people to commit random acts of kindness , log it anonymously, and then track and follow their post as others “pay it forward.”
OFFICIAL SCOUTING APPAREL
EN
LOCAL SCOUTING HEADQUARTERS A local community building which serves as meeting place for scouts as well as a place for hosting scouting events. Each building also has within it an official Scouting store.
Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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“The best way to find yourself is to lose yourself in the service of others.” —MAHATMA GANDHI
Preeminent Leader of the Indian Independence Movement
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
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Boy Scouts of America | V I S UA L S TA N DA R D S G U I D E
Copyright Š 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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