Campaign Identity Guidelines 2010 · Scouts are caught “in the moment” of pure enjoyment and ... retain Boy Scouts, and capture the interest of those looking for even more high

Campaign Identity Guidelines 2010

© 2010 Boy Scouts of America. All rights reserved.

Brand Identity Guidelines | 01

Words to Live By is the foundation brand campaign for the Boy Scouts of America and is the

primary identity for fund-raising, recruitment of volunteers and other adults, and similar high-level

messaging needs.

Scouts Meet Here is the 2010 national recruitment campaign and is used to speak to prospective

and existing Cub Scouts, Boy Scouts, and Venturers in a fun, friendly, and totally age-appropriate

manner.

Beginning with Scouts Meet Here, the 2010 Campaign Identity Guidelines will introduce

the details of both.

Introduction

Contact Information

For assistance, contact Brand Management at:

E: [email protected]

P: 972.580.2442



Scouts Meet Here is our 2010 recruitment campaign, and it speaks directly to the boys,

young men, and young women who are of age to become Cub Scouts, Boy Scouts, and

Venturers. Through design, imagery, words, and overall style and tone, Scouts Meet Here

reflects their world, their language, and their lives.

Scouts Meet Here is the call to action that speaks to physical locations as well as a state

of mind. It reflects the idea that Scouts get to do things that others don’t in places both

familiar and new. Scouts Meet Here is “ownable” by each Scout, and by avoiding the use of

modifiers such as “Cub” and “Boy,” Scouts Meet Here directly connects the younger guys with

the older ones they look up to while treating the older boys as the young men they want to

become. All are Scouts. (Without the modifiers, Scouts Meet Here easily includes Venturers

as well.)

Scouts Meet Here shows the cool side of Scouting without trying too hard. Images of

“nontraditional” Scouting activities such as snowboarding and scuba diving are used alongside

those of swimming and camping to convey the reality that Scouting is much more than many

prospective Scouts might think. Scouts are caught “in the moment” of pure enjoyment and

unadulterated fun.

Scouts Meet Here was developed specifically to attract prospective Cub Scouts, attract and

retain Boy Scouts, and capture the interest of those looking for even more high adventure

(Venturers)—all while supporting and strengthening the larger Words to Live By campaign.

Scouts Meet Here Overview



Scouts Meet Here is an “in the moment” campaign focused on fun, adventure, camaraderie,

and the idea that Scouts get to do things that others don’t (including many activities that are

not readily associated with Scouting).

When talking specifically to boys, young men, and young women (e.g., within the recruitment

flyers), there is a sense of action, immediacy, and unexpectedness to the Scouts Meet Here

voice. Phrases are short, punchy, and exciting—reflecting their world, their language, and their

lives. (The Scouts Meet Here voice never uses trendy words and phrases, slang, or jargon.)

Cub Scouts

The voice for the younger guys reflects the wacky, goofy, totally-

dedicated-to-fun personalities that they exhibit (“Show-and-smell.”).

After all, this is the age where life is about fun, exploration, and

a sense of belonging (“Go places. Do stuff.”). There’s also an

aspirational quality here (“Next stop: the deep end.”) that speaks to

their wanting to grow up, to be like the older guys, to do the things

the older guys are doing. Above all, the campaign voice has to be fun

for this age group.

Venturers

When speaking to Venturers and prospective Venturers, the Scouts

Meet Here voice takes on a slightly more mature quality with an

emphasis on high adventure and doing things that others can’t.

Because Venturers include young men and women, the copy

should adjust accordingly.

Adults

At times, a message to parents and adults may be included within

Scouts Meet Here materials (e.g., on the backside of the recruitment

flyers). In such cases, the Words to Live By voice should be used for

that specific message.

Boy Scouts

At this age, guys are definitely coming into their own—they’re testing

themselves and competing more and more against each other and

others. They are able to do things and go places that others can’t

(“Your room. No roof.”). The Scouts Meet Here voice also offers a

prime opportunity to let them know that Scouting is more than hiking

and camping and following rules (“There’s a badge for that.”). This

age group thrives on adventure, camaraderie, and knowing stuff

that others don’t, which the voice must reflect in clear, quick, simple

terms. Above all, it has to be cool for these guys—without saying it’s

cool, of course.

Scouts Meet Here Voice


Brand Identity Guidelines |

Campaign Executions

04

The sample executions below show how the Scouts Meet Here recruitment campaign is brought to life.

Note: These creative examples are not shown to scale.

Billboards



Campaign Executions

Flyers (back)Flyers (front)

Scouting is learning by discovery and discovery by doing. It’s fun, friends, and family where skills are learned, confidence built, and stories born. A Scout who knows the buddy system learns to trust and be trusted. A Scout who hikes and camps learns to appreciate the outdoors and take care of it. And a Scout who’s part of a den and a pack has a genuine sense of belonging. This is Scouting. Scouts Meet Here.

Join today and do it all with the Scouts.scouting.org

What can Scouts do?

Build a fire

Throw a perfect spiral

Camp overnight

Catch a fish

Eat more s’mores

Start a water fight

Find a dinosaur bone

Hike a trail

Cook outside

Make new friends

Go snowboarding

Build a science experiment

Use a compass

Slide into home

Ride a horse

Score in a game of ultimate

Nail your skateboard tricks

Paint a self-portrait

Make a video

Shoot a BB gun

Hit a bull’s-eye with an arrow

What is Scouting?Scouting is learning by discovery and discovery by doing. It’s fun, friends, and family where skills are learned, confidence built, and stories born. A Scout who knows the buddy system learns to trust and be trusted. A Scout who hikes and camps learns to appreciate the outdoors and take care of it. And a Scout who’s part of a den and a pack has a genuine sense of belonging. This is Scouting. Scouts Meet Here.

Join today and do it all with the Scouts.scouting.org

What can Scouts do?

Build a fire

Throw a perfect spiral

Camp overnight

Catch a fish

Eat more s’mores

Start a water fight

Find a dinosaur bone

Hike a trail

Cook outside

Make new friends

Go snowboarding

Build a science experiment

Use a compass

Slide into home

Ride a horse

Score in a game of ultimate

Nail your skateboard tricks

Paint a self-portrait

Make a video

Shoot a BB gun

Hit a bull’s-eye with an arrow

What is Scouting?

The sample executions below show how the Scouts Meet Here recruitment campaign is brought to life.

Note: These creative examples are not shown to scale.



Scouts Meet Here Photography

06

As stated before, Scouts Meet Here is an “in the moment” recruitment campaign focused on fun,

adventure, camaraderie, and the unexpected. Imagery captures Cub Scouts, Boy Scouts, and

Venturers who are thoroughly involved in nontraditional activities (i.e., those not always associated

with Scouting) as well as traditional ones, and it places the viewer in the middle of the action.

Uniforms are nonexistent and, except in rare cases, Scouts are shown in groups of two or more.



The Words to Live By campaign takes its inspiration from the essence of the Boy Scouts of

America brand and the values taught through the program. In its purest sense, Words to Live By

references the 12 principles of the Scout Law: A Scout is trustworthy, loyal, helpful, friendly,

courteous, kind, obedient, cheerful, thrifty, brave, clean, and reverent. These character-building

values separate Scouting from other youth-oriented programs and are at the heart of what

many Scouts take with them into adulthood.

The Words to Live By logo depicts the phrase surrounded by the 12 principles. In a broader

sense, however, Words to Live By also provides a foundation for communicating the fun and

adventure of Scouting by including additional terms such as teamwork, leadership, adrenaline,

family, etc.

By communicating the values and activities in Scouting, Words to Live By brings the essence of

Scouting to life in a way that connects with kids, parents, and Scouting volunteers. Its elements

are clear and bold, its message is true, and its positioning is unique and memorable.

This portion of the document provides guidance for extending the Words to Live By campaign and

how to use its elements (logo, voice, color, and typography) to build a cohesive and powerful

recruiting campaign. In simpler terms, it’s all about making the task of recruiting Scouts easier.

Follow the guide. Create inspired materials. Enjoy the results.

Words to Live By Overview



Words to Live By VoiceEvoking the spirit of discovery, the Words to Live By campaign voice embodies the 12 principles of

the Scout Law as its inspiration. It draws upon the strength of the Boy Scouts of America brand to

deliver confident, authentic information, infused with a sense of fun and adventure. Because we

speak to both young people and adults, a flash of personality is also a good thing. Which means it’s

OK to be bold to capture the imagination of future Scouts while appealing to the character-building

aspects of the program that parents want for their children.

Trustworthy KindLoyal

Obedient

Helpful

Cheerful

Friendly

Thrifty

Courteous

Brave Clean Reverent



Franklin Gothic BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”

Franklin Gothic MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”

Franklin Gothic DemiABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”

09

Typeface FamilyFranklin Gothic is a clear and confident typeface that celebrates the adventurous background

of the Boy Scouts of America. It’s rumored that creator Morris Fuller Benton named his typeface

after the great Benjamin Franklin, a perfect ambassador of Words to Live By.

Franklin Gothic is intended to be used in display text, headlines, and body copy. It is strongly

recommended that headlines be portrayed in the demi weight, subheads in medium weight,

and body copy in book weight.

Scouts Meet Here

For all headlines and subheads that appear within the Scouts Meet Here splatter-like graphic

element (e.g., “Show-and-smell. Scouts meet here.”), Rockwell Extra Bold is used. Created in

the 1930s, Rockwell retains a modern look and feel for short headlines and subheads and

is a popular choice for connecting with the attitudes and personalities of younger audiences.

Rockwell Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 @#$%^&*()<>?:“”



Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”

10

Typography for WebTo retain readability, Franklin Gothic should not go below 16 points in display and

headline usage.

When designing for the Web, Franklin Gothic will remain as the typeface used for

display and headline copy. Arial shares similar characteristics to Franklin Gothic

and should be used for all body copy.

36 pt.

48 pt.

60 pt.

24 pt.

18 pt.

16 pt.

12 pt.

Web/interactive



PMS

CMYK

RGB

HEX

2945

100 / 45 / 0 / 14

0 / 105 / 170

#0069AA

PMS

CMYK

RGB

HEX

Cool Gray 10

0 / 2 / 0 / 60

128 / 128 / 132

#808084

PMS

CMYK

RGB

HEX

Process Black

0 / 0 / 0 / 100

0 / 0 / 0

#000000

11

Color Palette

Color Tints

The Words to Live By campaign colors are simple and reinforce the message.

Using two colors, the palette gives Words to Live By a focused vitality that

runs through all campaign communications and integrates with other logos

in the Boy Scouts of America brand. The Words to Live By colors also leverage

the heritage and familiarity of the different Scouting uniforms (Cub Scouts,

Boy Scouts, and Venturers).

Scouts Meet Here

The colors for Scouts Meet Here are less about prescriptive rules—e.g.,

there are no set PMS colors—and more about what works best to convey

the emotion and excitement behind individual images and headlines.

The colors are vibrant, expressive, and created specifically to speak to

preteens (Cub Scouts) and teens (Boy Scouts, Venturers).

Tints of colors may be used to create a variety of shades if necessary.

It is recommended that tints not go below 50% due to loss of richness

and depth.

100%

90%

80%

70%

60%

50%

40%

30%

Note: Do not use the swatches printed on this page as a

guide when matching color. When producing commercially printed

materials, always refer to Pantone® swatch books and color

numbers for accurate reproduction.



The campaign logo depicts the phrase Words to Live By surrounded by the 12 principles of the

Scout Law. Six principles rest on top of Words to Live By, six principles sit beneath it, and the

universal emblem of the Boy Scouts of America sits at left.

Clear space

To maintain the integrity of the campaign logo, it must be enclosed in a

certain amount of clear space. This separates the logo from other objects,

including but not limited to type, photography, borders, edges, and other

logos. Minimum clear space for the logo should be the height of “words

to live by” defined as “X.” You’ll notice this forms a perfect square.

12

Logo Specifications

Minimum size

The minimum width for the logo in printed applications is 3.37 inches.

When designing for Web/interactive applications, the minimum width of

the logo is 245 pixels. It is very important that all of the words included

in the logo are legible and clear.

X

XX

XX

3.37 inches

245 pixels

Print

Web/interactive



100th Anniversary logo

The 100th Anniversary logo may be used in conjuction with the Words to

Live By logo. It is important to note this is a secondary logo and does not

replace the Words to Live By logo.

13

Logo SpecificationsMinimal space logo

When space is limited, the campaign logo may be depicted without the

12 principles of the Scout Law.

Clear space

Clear space for the minimal space logo should follow the same

“X” convention.

XX

XX

Minimum size

The minimum width for the minimal space logo in printed applications

is 2 inches. When designing for Web/interactive applications, the minimum

width of the logo is 144 pixels (actual print size shown below).

Print

Web/interactive

2 inches

144 pixels



The full-color version of the logo uses PMS 2945, PMS Cool Gray 10, and PMS Process Black.

The logo is also available in a one-color version that can be used in black or white. No other colors

should be used. The one-color logo should be used when it is impossible to use the full-color logo

or when printing a one-color job.

Logo Colors

Full-color

File name:BSA_WTLB_FullColor.eps

One-color black

File name:BSA_WTLB_1Color_Black.eps

One-color white

File name:BSA_WTLB_1Color_White.eps



The white logo used on a background color

15

The full-color version of the logo works best on a white background. White is the preferred

background color. Never place the logo over an image or on top of a busy background.

When it is absolutely neccessary to use a 50% black or darker background color, make sure

that there is a good amount of contrast between the logo and the background. The following

are examples:

Logo Backgrounds

Logo on white background

The white logo used on a 50% black background



No scaling or repositioning elements

No colorizing or color shifts

No rotation of elements

No additional design elements

No typeface change

No using portions of the logo

16

Below are examples of how the logo should not be used.

Improper Uses of the Logo

No screening

No changing the brand words

No placing the logo over an image or a busy background



2009

Words to Live By PhotographyPhotography for the Words to Live By campaign is authentic, adventurous, and fun. We use hero

shots that are expressive, exciting, and, at times, aspirational. Our aim is to engage younger

audiences while maintaining the established art direction of the Words to Live By campaign.

There’s something special captured in the moments these photos are taken. It can be a focused

determination, a genuine enthusiasm, or that specific moment when a discovery is made. Our heroes

aren’t sitting for portraits. They’re enjoying life, challenges, and good times with friends.

Documents

Campaign Identity Guidelines 2010 · Scouts are caught “in the moment” of pure enjoyment and ... retain Boy Scouts, and capture the interest of those looking for even more high