23RD WORLD SCOUT JAMBOREE JAPAN 2015 UNITED KINGDOM CONTINGENT BRAND GUIDELINES

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ABOUT THE 23RD WORLD SCOUT JAMBOREE

In 2015 30,000 Scouts from nearly every country in the world will converge on Kirara-hama, Japan, the venue for the 23rd World Scout Jamboree.

The theme of the Jamboree will be ‘Wa’, which has many meanings including harmony, unity, friendship and peace. ‘Wa’ also stands for Japan.

The Jamboree will run from Tuesday 28 July to Saturday 8 August 2015 and take place in Kirara-hama, Yamaguchi City, Yamaguchi Prefecture, Japan.

For more information visit: http://www.23wsj.jp/

ABOUT THE UNITED KINGDOM CONTINGENT

The UK Contingent is made up 3,000 Scouts and Guides from all over the UK. There are 63 Units made up of 36 participants aged 14 to 18 and four adult leaders. There will also be a number of supporting adults including more than 300 members of the International Service Team.

Between now and July 2015 they will preparing for this adventure of a lifetime, including by learning about Japananese culture and international Scouting. They will also be holding hundreds of different events to raise the funds to attend.

The UK Contingent will be supporting a number of Scouts from developing countries who would not be able to attend otherwise.

Find out more:www.scouts.org.uk/ukcontingent@ukcontingent #japan2015Facebook.com/xxxxx

ABOUT THE GUIDELINES

These guidelines are designed to promote the United Kingdom Contingent brand for the 23rd World Scout Jamboree, Japan 2015.

They set out basic rules to follow when using the UK Contingent designs.

If you require additional information or support, please contact a member of the United Kingdom Contingent at uk.contingent@scouts.org.uk

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THE UNITED KINGDOM CONTINGENT BRAND

The United Kingdom Contingent brand is a sub-brand of both the The Scout Association brand and the Jamboree brand.

COPYRIGHT, TRADE MARKS AND LICENCING

Copyright © The Scout Association, 2013. Registered Charity Numbers 306101 (England and Wales) and SC038437 (Scotland)

The United Kingdom Contingent logo is a Trade Mark of The Scout Association. As a general rule, Trade Marks cannot be used without the Association’s prior authorisation (see Rules 14.8 and 14.9 of Policy, Organisation and Rules available to view at www.scouts.org.uk/por). The United Kingdom Contingent logo however may be used by members of Scouting when producing non-commercial materials relating to the United Kingdom Contingent. The United Kingdom Contingent logo may also be used for local fundraising on the basis that any fundraising materials also display local Scouting details (such as the name of the Group, District or County) in close proximity to the logo.

It is not permitted to reproduce a garment or any other item of merchandise displaying the United Kingdom Contingent logo without local details and then market this (for example in Scouting magazine or on the internet) for fundraising purposes. Scout Shops Ltd is the only supplier of official United Kingdom Contingent merchandise.

Any commercial use of The Scout Association’s copyrights and trademarks by a business or non member of Scouting need to be formally approved in writing by The Scout Association in advance of production. If this is the kind of permission you require, please email communications@scouts.org.uk

It is recommended that your local Unit logo (see page 11) is used for local fundraising activities.

It’s purpose is to:

• provide a unifying identity for members of the United Kingdom Contingent

• describe the values and vision of the United Kingdom Contingent

• enhance the profile of the United Kingdom Contingent with: - Other National Scout Organisations - Members of The Scout Association or Girlguiding - Other interested parties (e.g.

parents, friends and supporters)

We will inspire members of the United Kingdom Contingent to make a lasting change in their communities.

Involvement in the United Kingdom Contingent will be exciting, it will be an adventure.

We will involve wider United Kingdom Scouting and Guiding in the magic of the World Scout Jamboree.

We will support leaders, participants and other adults in making this a fantastic experience for the participants.

Inspire.

Excite.

Involve.

Support.

Brand values:

Brand essence:

The essence of the United Kingdom Contingent brand is ‘Broadening Horizons’

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TONE OF VOICE

It doesn’t just matter what we say, it’s how we say it. How we talk in our communications will help protect our personality as a contingent and promote our brand values.

Inspire. ‘We’ve got twelve days to change the world.’

Excite. ‘We’re travelling 6,000 miles to make friends from all over the world.’

Involve. ‘Want to be part of the 23rd World Scout Jamboree? You already are.’

Support. ‘When you’re half way around the world you need people you can trust.’ Our tone of voice should be positive, challenging, friendly, informal and surprising.

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TYPOGRAPHY

UK CONTINGENT TITLE TheSerif BLACK, caps, -20 tracking, leading 100%

第23回世界スカウトジャンボリー日本2015 Hiragino Kaku Gothic Pro, W3UK Contingent Japanese body and title copy

UK CONTINGENT SUBTITLE Futura Book, caps

UK Contingent body copy (when Futura font unavailable) Arial REGULAR, upper/lowercase

UK Contingent body copy Futura Book, upper/lowercase

UK Contingent web copy Vendana REGULAR U/lc

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PANTONE 485C0 M95 Y100 K5R194 G47 B28HTML #c22flc

PANTONE 144 C0 M50 Y100 K3R218 G152 B11HTML #da980b

COLOUR

Both colour palettes should be considered as one group to draw from in equal measure, with the exception of the United Kingdom contingent logo and cloth badge.

PANTONE 3005 cC100 M34 Y0 K2R0 G122 B201HTML #007AC9

PANTONE 3262 cC81 M0 Y36 K0R0 G192 B181HTML #00C0B5

PANTONE 388 cC17 M0 Y92 K0R217 G229 B6HTML #D9E506

PANTONE 2385 cC18 M81 Y0 K0R209 G45 B177HTML #D12DB1

C0 M0 Y0 K0R255 G255 B255HTML #FFFFFF

Primary UK contingent palette Always use for the United Kingdom Contingent logo and cloth badge.

Secondary UK contingent palette

Each colour can be used separately or in conjunction with any other primary or secondary colour on any other materials.

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SIZE

The logo should always be clearly legible. For this reason a minimum size has been established.

The minimum usage size is:

There is no maximum size for usage or reproduction.

LOGO

This is the logo for the United Kingdom Contingent.

The design includes the symbol of an origami peace crane and the Japanese Katakana text for ‘United Kingdom’.

The logo consists of an image and text. It should always be used on a white background in the configuration of image, text and colour shown above.

24mm For smaller digital usage - (e.g. 50x50 pixel facebook icon) use the Crane design element only. See page 8 for further information.

100 pixels

print

digital

EXCLUSION ZONE & PLACEMENT

The logo must be produced with a clear area around it which is free from other graphic elements. This area is known as the ‘exclusion zone’ and maximises the visual presence of the logo.

Wherever possible, position the logo in the top-right-hand or bottom-right-hand corner of documents.

イギリス

UNITED KINGDOM23RD WORLD SCOUT JAMBOREE JAPAN 2015

イギリス

UNITED KINGDOM23RD WORLD SCOUT JAMBOREE JAPAN 2015

イギリス

イギリス

イ ギ リ ス イ ギ リ ス

The minimum exclusion zone is equal to the height of the Japanese characters. The only exception is when the logo is used in the cloth badge.

File formats available:

eps: professional usagejpeg: desktop publishinggif: digital usage

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The United Kingdom Contingent peace crane can be used on its own without the accompanying text. This could be particuarly helpful for smaller digital usage requirements (such as social media icons) and for merchandising. The wing should be coloured in white if used on a different coloured background.

USE OF THE DESIGN ELEMENTS

PARTNERSHIP USAGE

When using the United Kingdom Contingent logo in partnership with additional logos (one or more), ensure the exclusion zone is respected.

The World Scout Jamboree main brand has specific guidelines. The diagram below shows the World Scout Jamboree logo and United Kingdom Contingent logo side-by-side at the minimum print size:

MONOCHROME USAGE

When it is not possible to use the logo on a white background, or when limited colours are available for printing, you can use the logo in monochrome.

File formats

eps: professional usagejpeg: desktop publishinggif: digital usage

The monochrome logo version can be produced in black or white.

DODO

DON’T use the ‘United Kingdom’ logo text on it’s own/apart from the origami crane image

x

DON’T reconfigure the image and text

xDON’T re-colour the United Kingdom logo

x

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FURTHER DESIGN ELEMENT: FLOCK OF CRANES

The peace crane design element can also be used in a repeat flock pattern.

Cranes should always be flying in an easterly direction, from left to right. This is the direction in which the United Kingdom Contingent will travel towards the Japan 2015 Jamboree.

The repeated crane should always be used in a solid colour. Do not repeat the Union flag peace crane from the logo.

The repeat flock pattern has been designed so that it can be used alone or repeated as shown here:

The pattern can also be coloured using any colour combination from the UK contingent palette.

A maximum of 3 colours should be used at any one time. This will ensure the pattern does not become too complicated.

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PARTICIPANTS CLOTH BADGE

This design will be the United Kingdom Contingent participant’s cloth badge.

The blue boarder of this design is not part of the United Kingdom Contingent logo. The blue boarder should only be used for the participants cloth badge.

FUNDRAISERS CLOTH BADGE

This design will be the United Kingdom Contingent fundraiser’s cloth badge.

The red boarder of this design is not part of the United Kingdom Contingent logo. The red boarder should only be used for the fundraisers cloth badge.

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UNIT LOGO DESIGN GUIDE

Each of the 63 Units in the UK Contingent can create their own logo to be used on local merchandise. Designing the Unit logo can be a fun way activity to help start the bonding of a Unit.

It is up to each Unit to come up with their own design, but it is hoped that every Unit logo will use a single coloured peace crane in some way. Please avoid using the crane with a union flag wing as this is for the main UK Contingent items.

Hints and tips• Think about how you wish to use your logo before

designing it. Simple logos are clearer on digital platforms and for small usage. Complicated logos can be expensive to recreate on merchandise.

• Using a maximum of four colours and two typefaces will ensure your logo design is bold.

• When selecting a typeface, remember that English will not be everyone’s first language at the Jamboree. The UK contingent typefaces are very accessible and easy to read.

Some example designs are shown here:

Example 2 fits within the silhouette of the peace crane design element and uses two colours (from the United Kingdom Contingent palette).

Example 1 includes the peace crane within it’s design and also uses three colours (all from the United Kingdom Contingent palette).

SURREY23RD WORLD SCOUT JAMBOREE JAPAN 2015

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PHOTOGRAPHY & VIDEO

Imagery should wherever possible promote The Scout Associations brand values - everyday adventure, fun, friendship and challenge, and the United Kingdom Contingent values - inspire, excite, involve and support.

Photography and video are important in our communications. Imagery should be active and fun. We want to show the diverse and adventurous aspects of Scouting. It is important that the visuals complement our typography across all materials.

Try to avoid the use of staged presentation shots (‘grip and grin’), static group shots, shots of people’s backs or excessive use of uniform shots.

Always seek the permission of the participants you are photographing.

Credit the photographer or film maker’s copyright © wherever possible.

Case Study

Asking a straight-forward question to different participants helped to tie the narrative of different footage together at a recent Wintercamp 2013 video. This example from can be found online at: http://www.youtube.com/watch?v=K67Ej0RkA8I