Boy Scouts of America Brand Guidelines

1 BSA Brand GuidelinesBoy Scouts of America Brand GuidelinesLast revised July 2019 Table of ContentsCorporate Brand Scouting Architecture 6 Prepared. For Life. 7 Vision and Mission 8 Brand Position, Personality, and Communication Elements 9 Corporate Trademark 10 Corporate Signature 11 The Activity Graphic 12 Prepared. For Life. Trademark 13 Preparados para el futuro. 14 Trademark and Logo Protection 15 BSA Corporate Fonts 17 PHOTOGRAPHY 18 Photography 19 Living Imagery 20 Doing Imagery 21 Best Practices 22 Image Pitfalls 23 Resources 24 REAL-WORLD EXAMPLES 25 Stationery and Signature 26 Signage 27 Patches and Branded Products 28 Uniforms 29 Presentations 30 Scouting Sub-Brands Scouts BSA 32 Position and Identity 33 Cub Scouting 34 Position and Identity 35 Venturing 36 Position and Identity 37 Sea Scouting 38 Position and Identity 39 BSA Extensions BSA Extensions

2 Brand Positioning 41 Council, Group, Department, and Team Designation 42 Digital Guidelines Guiding Principles 44 Web Policies 45 TYPOGRAPHY 46 Typefaces for Digital Projects 47 Hierarchy 48 Best Practices 49 Typography Pitfalls 50 DIGITAL COLOR PALETTES 51 Primary Boy Scouts of America Colors 52 Secondary Boy Scouts of America Colors 53 Cub Scouting 54 Scouts BSA 55 Venturing 56 Sea Scouting 57 Choosing the Correct Color Palette 58 IMAGERY 59 Texture 60 Icons 61 CONTENT 62 Tone and Voice 63 Tables and Charts 64 LAYOUT AND DESIGN 65 The Basic Recipe

3 66 The Overlay Effect 67 The Diagonal 68 WEBSITES 69 Information Architecture 70 Responsive Design 71 Forms 72 Required Elements 73 Real-World Examples 74 MOBILE 75 Interface Design 76 Using Icons in Apps 77 Mobile Best Practices 78 Resources 79 Real-World Example: BSA Camp Registration App 80 EMAIL 81 HTML Email 82 Email Signatures 83 Email Best Practices 84 ONLINE ADVERTISING 85A Better Banner 86 Online Advertising Best Practices 87 Real-World Examples 88 SOCIAL 89 Social Considerations & Standards 90 Branding Social Sites 91 Share Images 92 VIDEO 93 Cinematography 94 Title Cards 95 Music 96 Real-World Examples 97 BSA Brand GuidelinesConsider this your compass to the Boy Scouts of America s set a course for success.

4 Together we ll find the best path to maintaining the Boy Scouts of America Brand . For more than 100 years, Scouting has been a symbol of adventure, excitement, and achievement. Providing once-in-a-lifetime experiences that prepare the next generation of boys and girls for a lifetime of opportunity is serious business that couldn t be more a cliff. Shooting the rapids. Creating a one-sided, two-color recruitment flier. All can be a white-knuckle ride if you aren t outfitted with the proper gear.

5 Have no fear. The Brand Identity Guide contains all the tools you need to craft messages that kids will want to hang on their bedroom walls. If trademarks, fonts, and usage standards are your camp kit, then our national theme is the square knot securely holding the Brand in place. So, Scout me in! Because together we re blazing a trail into the Brand Guidelines3 Purpose of This DocumentThe Scouting uniform is one of the most recognizable elements of the Boy Scouts of America Brand . Timeless, classic.

6 And uniform. From Dallas to Des Moines, Scouts across America wear the same tan twill shirt, the same badges of rank, and the same style of neckerchief. Their troop and council badges may differ, but the visual language is the same. This uniformity creates familiarity, and with it, that same spirit, we present to the world a unified look and feel in our Brand uniform. If we follow these Guidelines , parents whose Scouts pick up a flier or visit one of our websites will know they can trust it when they see its distinctive color palette.

7 Scouts will know exactly which button to press when they want to share a photo with a fellow Scout. Donors will see their money spent efficiently, and without Brand Guidelines4 Corporate BrandBSA Brand Guidelines5 Scouting ArchitectureAmong the many leadership qualities each Scout learns is organization. Leading by example, the Scouting family contains three Brand groups:Corporate BrandScouting Sub-BrandsBSA ExtensionsHigh-Adventure BasesNational Scouting MuseumNational Scout JamboreeOrder of the ArrowThink of the Boy Scouts of America as the big brother of Scouting.

8 It s the overarching Brand of all other Scouting sub-brands and Brand kids to young adults. Boys and girls. Shy or adventurous. From age 5 to 21, there s a Scouting home for everyone, with room for advancement throughout the strategic business units are extensions of the Boy Scouts of America Brand that play a role in specific program initiatives and special Boy Scouts of America corporate Brand is used for those projects and properties which concern Scouting as a whole, or multiple sub-brands.

9 Some elements of the corporate Brand are inherited by the four main BSA sub-brands shown BSA is for boys and girls aged 11 to 17 years Scouting is for young men and women aged 14 to 20 years old interested in experiencing the adventure of is for young men and women aged 14 to 21 years Scouting is for boys and girls, from kindergarten age to fifth Brand Guidelines6 More than a theme. It s our was there when man first walked on the moon. And when a president struck a blow to an iron curtain with a single speech.

10 It was there when Scouts across the country rallied to provide relief in the wake of Hurricane Katrina. For more than 100 years, it has been in the heart of every Scout who ever overcame one of life s challenges. It is the value of being prepared the core of Scouting and a statement that inspires a lifetime of character and service. As we look to a new century of Scouting achievements, we light a new fire in the next generation of Scouts . We shall instill in them the honor and integrity that comes with being a Scout.