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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:
P: 972.580.2442
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 02
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 03
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
© 2010 Boy Scouts of America. All rights reserved.
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 05
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.
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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.
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 07
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 08
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
Franklin Gothic BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”
Franklin Gothic MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”
Franklin Gothic DemiABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 @#$%^&*()<>?:“”
09
Typeface FamilyFranklin Gothic is a clear and confident typeface that celebrates the adventurous background
of the Boy Scouts of America. It’s rumored that creator Morris Fuller Benton named his typeface
after the great Benjamin Franklin, a perfect ambassador of Words to Live By.
Franklin Gothic is intended to be used in display text, headlines, and body copy. It is strongly
recommended that headlines be portrayed in the demi weight, subheads in medium weight,
and body copy in book weight.
Scouts Meet Here
For all headlines and subheads that appear within the Scouts Meet Here splatter-like graphic
element (e.g., “Show-and-smell. Scouts meet here.”), Rockwell Extra Bold is used. Created in
the 1930s, Rockwell retains a modern look and feel for short headlines and subheads and
is a popular choice for connecting with the attitudes and personalities of younger audiences.
Rockwell Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 @#$%^&*()<>?:“”
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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.
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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
Web/interactive
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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).
Web/interactive
2 inches
144 pixels
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 14
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines |
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
© 2010 Boy Scouts of America. All rights reserved.
Brand Identity Guidelines | 17
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.