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New Logo and Identity for Scouts Australia by Cato Brand Partners
 

before

after

About

(Est. 1967) “Scouts Australia, officially The Scout Association of Australia, is the largest Scouting organisation in Australia and is a registered member organisation of the World Organization of the Scout Movement. It operates personal development programs for children and young adults from 6 to 25 years of age in Australia and Australian territories. Scouts Australia was formed in 1958 and was incorporated in 1967.” (Wikipedia)

Design by

Cato Brand Partners

Related links

Scouts Australia blog post

Relevant quote
Reflecting the pattern of the Southern Cross, contours of our land, and the Scout Section colours, our new branding has, as its centre, the fleur de lis. This is the symbol of Scouting which connects us to each other and the world. Graphics depicting the markings of Australian gumtrees provide the background to our Scouting.

Scouts Australia blog post

Images (opinion after)
Logo and identity introduction video.
New Logo and Identity for Scouts Australia by Cato Brand Partners
Logo.
New Logo and Identity for Scouts Australia by Cato Brand Partners
Gumtree illustration.
New Logo and Identity for Scouts Australia by Cato Brand Partners
Patches.
Opinion

The old logo was very unsightly, with an oddly elongated fleur-de-lis — with a somewhat decent integration of the Southern Cross constellation in it — and terrible typography (“S coust S” anyone?). The new logo, unfortunately, remains unsightly in a different realm. The idea was sort of okay — marrying abstract land masses positioned and overlaid based on the Southern Cross as well — but the result looks messy and confusing with all the overlapping colors and shapes. The fleur-de-lis is literally tacked on and there is no real integration. The wordmark has no visual relationship to the shapes and it’s set far too tightly. It also looks like a telco or internet service provider. The one cool thing about the project is the gumtree illustration… mostly as a concept. I appreciate the execution but there is something off about the colors and I think the activities could have been more abstracted, almost like Olympic pictograms, to blend with the gumtree pattern. The few applications shown in the video (at the 1:17 mark) feel a little heavy-handed with the pattern and the logo looks even more like a splotch. Overall, an odd approach that didn’t turn out too well.

Thanks to Andrew Donohue for the tip.

Your opinion…

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Comments


Logo Before & After
Illustration

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