The Scout Association is the largest Scouting organizations in the United Kingdom. It unites over 580,000 members and can boast its rich history. Regardless of its heritage, changing times urge this movement, offering education for young people, to update its identity.
Established in 1909, the Scouts had kept the traditional fleur-de-lis on their logos, the latest of which was introduced almost 20 years ago that certainly allows to consider it as dated. In the modern digital age, the leaders of the organization have realized that the Scouts identity has to be changed. As Chris James, a brand director at the movement, said, the inflexibility of the Scouts’ old image prevented them from moving forwards.
London-based design agency NotOnSunday was hired to carry out a rebranding for the Scouts. According to its head Wayne Trevor Townsend, the main goal was to create a brand that would look appropriately at any level. The designers took the fleur-de-lis as a starting point and made it much simpler to be easily drawn in different color combinations. Now, the Scouts iconic logo will be a good symbol the affiliation to the movement for every member.
Approved by the NotOnSunday team and the Scouts head officers, the new design connects the movement’s heritage and modern times. Rebranding an organization with a 112-year history requires uncommon efforts, and it’s very important as the Scout Association is created especially for young people.
