Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for The Scouts Association by NotOnSunday
 

before

after

Reviewed May. 16, 2018 by Armin

Industry / Charity Tags /

Established in 1907, The Scout Association is the largest national Scout organization in Europe and national charity in the UK with the mission to “actively engage and support young people in their personal development, empowering them to make a positive contribution to society.” Open to 6- to 25-year-olds, Scouts now has a membership of over 618,000 young people and adult leaders across 8,000 community-based Scout Groups nationwide (all independent charities in their own right). Recently the organization announced a new strategy (“Skills for Life”) and a strategic plan through 2023. Along with these, Scouts introduced a new identity designed by London, UK-based NotOnSunday.

NotOnSunday have been working closely with the team at Scouts to create a bold new brand and visual identity, focusing on skills for life as their key benefit. As part of the re-brand we’ve refreshed the Scouts logotype, to reflect a more relevant image of Scouting, while still retaining its strong heritage, including the iconic fleur-de-lis.

It was important for us that we created a brand that was fun and exciting whilst retaining strong links to its heritage. We did this through creating a new contemporary fleur-de-lis that will be immediately recognisable, and more usable in print, fabric and digital. Along with extensive guidelines we worked with the team to create a series of brand templates that follow a simple and adaptable system for the Scouts members to use.”

NotOnSunday provided text

New Logo and Identity for The Scouts Association by NotOnSunday
Logo.
New Logo and Identity for The Scouts Association by NotOnSunday
Icon detail.
New Logo and Identity for The Scouts Association by NotOnSunday
Color variations.

The old logo was bad, looking like a really lame car racing event with its obnoxiously-big swoosh, questionably large and wildly spaced ellipsis, italic everything, and squared-off wordmark. The new logo is a major improvement, with a minimalist fleur-de-lis better suited for all kinds of applications and sizes that still maintains its fleur-de-lis-ness without all the usual visual fanfare they carry around. I like the simplicity of the icon and the center shape is great but I would question if the two sprouts on the sides needed a little extra curl. The wordmark is fine, nothing surprising, and friendly-looking enough. The kerner in me wants to pull that last “s” closer to the “t”. Nonetheless, the combo of icon and wordmark works well with a good contrast in thickness between them and when the logo has a location underneath I like how that smaller type matches in weight with the icon.

New Logo and Identity for The Scouts Association by NotOnSunday
Brochure.
New Logo and Identity for The Scouts Association by NotOnSunday
New Logo and Identity for The Scouts Association by NotOnSunday
Folder and materials.
New Logo and Identity for The Scouts Association by NotOnSunday
Leaflet.
New Logo and Identity for The Scouts Association by NotOnSunday
Localized materials.
New Logo and Identity for The Scouts Association by NotOnSunday
Name badge.
New Logo and Identity for The Scouts Association by NotOnSunday
Posters.
New Logo and Identity for The Scouts Association by NotOnSunday
Banners.
New Logo and Identity for The Scouts Association by NotOnSunday
New Logo and Identity for The Scouts Association by NotOnSunday
Ads.

The applications are all fairly straightforward relying on photography of kids and young adults being scout-y, which is hard to argue against. The layouts could use a little something extra somewhere somehow. It’s all just centered type or left-aligned type and that’s it. It’s understandable that you don’t want to overcomplicate things for an organization with 8,000 locations all trying to produce materials that need to look like they belong with each other but maybe one moment of layout flair could have been beneficial.

New Logo and Identity for The Scouts Association by NotOnSunday
Instagram account.
New Logo and Identity for The Scouts Association by NotOnSunday
Pins.
New Logo and Identity for The Scouts Association by NotOnSunday
Sweatshirt.
New Logo and Identity for The Scouts Association by NotOnSunday
T-shirt.
Mini film by 3angrymen. I’m not crying, YOU are crying.

Overall, this is a very positive change, giving the organization a more flexible icon and a less dated look — check their old (still active) website to see how dated things were — that can also carry some gravitas and support a lovely TV spot like the one above.

Thanks to Oskar Kurz for the tip.

Your opinion…

On Icon


Total

On Wordmark


Total

On Application


Total

Comments


Logo Before & After
Sample Application

Share ›

Spotted Around the web

New Logo for Wave

New Logo for Wave
 
Spotted Sep. 25, 2018

New Logo for Stitcher

New Logo for Stitcher
 
Spotted Sep. 20, 2018

Pinned Recent, Big Stories


Curated All Things Condensed