Skills for Life

Scout brand guidelines

Version 1.0 May 2018
 3
Scout brand guidelines

Our brand pages 4–11

Logo pages 12–21

Colours pages 22–25

Type pages 26–31

Photography pages 32–35

Tone of voice pages 36–37

Application pages 38–53

Resources page 54
4 Skills for Life 5
Scout brand guidelines Our brand

Our brand As Scouts, we believe in preparing

young people with skills for life.
We encourage our young people to
Welcome
do more, learn more and be more.
This guide will help you understand who
we are, what we do and how we show Each week, we give over 460,000
ourselves to the world. When we have
a strong and consistent brand and talk
young people the opportunity to enjoy
clearly about our benefits, we will attract fun and adventure while developing
more support for Scouting in the UK.
the skills they need to succeed, now
and in the future. We’re talking about
teamwork, leadership and resilience –
skills that have helped Scouts become
everything from teachers and social
workers to astronauts and Olympians.
We believe in bringing people
together. We celebrate diversity and
stand against intolerance, always.
We’re a worldwide movement,
creating stronger communities and
inspiring positive futures.
#SkillsForLife
6 Skills for Life 7
Our brand Our brand

Leaders
Problem solvers
Team players

We help young people develop

and improve key life skills.

Character skills like resilience,

initiative, independence and tenacity

Employability skills like leadership,

teamwork and problem solving

Practical skills like cooking, first aid

and coding
8 Skills for Life 9
Our brand Our brand

Integrity
Respect
Care
Belief
Cooperation

Our values
As Scouts we live by the values of Scouting.
They underpin everything we do, how we
act and the way we treat each other.
10 Skills for Life 11
Our brand Our brand

Skills for Life

Belonging
Our brand position
Our brand is made up of two key
elements: Skillls for Life, which is
our key benefit, and Belonging,
which is what we feel.

Skills for Life – What we say

We believe young people deserve
the character, employability and
practical skills to succeed.

Belonging – What we convey

We believe in bringing people
together to enjoy fun, friendship
and adventure in a place they
can belong.

We believe that skills for life can prepare

better futures:

• f or young people – by giving them the

Our brand at a glance
character, employability and practical skills
they need to succeed What we talk about Skills for Life (character, employability and practical skills)
• f or volunteers – by equipping them with What we convey A feeling of belonging
better skills, tools and support to deliver
What we show Fun, friendship and adventure
inspiring programmes
How we talk Confident, active, challenging, inclusive and optimistic
• f or society – by bringing people together
and improving the lives of those in our What we call ourselves The Scouts, or Scouts (and only ‘The Scout Association’
communities. in formal documents)
12 Skills for Life 13
Scout brand guidelines Logo

Logo
Our logo is very important to us. It’s the
symbol that represents and unites us as
a movement. Please use it consistently,
to build awareness, recognition and
adoption of our brand.

Stack lock-up
Please use this version when there
is enough room.

Horizontal lock-up
Please use this when there is isn’t
Note: All rules apply to both
enough room to use the stack version. horizontal and stack versions
of our logotype.

Always use the supplied The fleur-de-lis may be used

artwork files. These are available alone when it is already clear
at scouts.org.uk/brand it is in a Scout context.
14 Skills for Life 15
Logo Logo

Logo colours
The logotype should always be visible and Scotland - Scout Blue
not lost in busy backgrounds and textures. Wales - Scout Red
The logo should only ever be used as an Northern Ireland - Scout
image file and not recreated in text form. Green or Scout Purple

Our logo should only appear in a single Colour references can be

colour; black, white or purple, except for found on pages 24-25.
Scouts in the nations where the following
colours should be used:
16 Skills for Life 17
Logo Logo

Local personalisation
The logo must be used locally. It can be
personalised at a local level with the
addition of the name of the Group,
District, County, Area or Region below it.
No additional words should be added to
Group logo lock-up
the personalisation, for example, ‘Sudbury’
personalisation
should be used, not ‘Sudbury District’ or

1st Boxford
‘Sudbury District Scouts’.

The name must appear in Nunito Sans

Extra Bold.

For all local usage, regardless of location,

on a purple or black background, the
logo must appear in white. On a white
background, the logo must appear in black
or purple, apart from in the nations where
the following colours should be used:

Scotland - Scout Blue

Wales - Scout Red
District logo lock-up
Northern Ireland - Scout Green or
personalisation
Scout Purple

Colour references can be found on

pages 23-25. Sudbury
The logo may also appear in white on a
background palette colour, black on white,
white on black and white on an image.

County, Area or
Region logo lock-up
personalisation

There is a logo generator on the

Suffolk
Scout brand centre that allows
you to create and download a
personalised logo free of charge.
18 Skills for Life 19
Logo Logo

Group logo lock-up Group logo lock-up

personalisation personalisation from
each devolved nation

1st Boxford 22nd Cardiff

District logo lock-up

personalisation

Sudbury 81st Belfast

County, Area or
Region logo lock-up
personalisation

Suffolk 23rd Aberdeen

20 Skills for Life 21
Logo Logo

Clear space for our logo Logotype placement

Please give our logo space to breathe. We have a a number of preferred
This clear space is measured by the positions for our logo. This means our
height and width of the letter ‘u’ in Scouts. brand is always visible and consistent.

1st Boxford 1st Boxford

Minimum size Minimum size

Stack logotype Horizontal logotype

1st Boxford 1st Boxford

25mm 40mm

20mm 30mm For examples of logotype

placement please see our
applications section pages 38-53
22 Skills for Life 23
Scout brand guidelines Colours

Colours
Primary colours
We use eight colours, plus black and white.
The familiar purple will continue to be our
primary colour.

The colours are best used alone, or in the

Scouts Purple
pairs shown over the next three pages.
RGB r116 g20 b220
They are vibrant, engaging and help bring
CMYK c72 m80 y0 k0
our brand to life.
Pantone Violet C
When using colour with an image, choose HEX #7413dc
a colour from the palette that complements Thread YJB506
the image. Limit the number of colours
used at a time and always use the correct
colour breakdowns: CMYK and Pantone®
for print and Hex # for digital.

White
RGB r255 g255 b255
CMYK c0 m0 y0 k0
Pantone n/a
HEX #ffffff
Thread White

5%

20%

Scout Teal Black 40%

RGB r0 g167 b148 RGB r0 g0 b0
CMYK c74 m0 y45 k0 CMYK c0 m0 y0 k100
60%
Pantone 3275 C Pantone Process Black C
Our primary colour is purple,
anchoring our brand in a familiar HEX #00a794 HEX #000000
Scouting world. Thread YHG725 Thread Black 80%
24 Skills for Life 25
Colours Colours

Scouts Red Scouts Pink

RGB r226 g46 b18 RGB r255 g180 b229
CMYK c0 m90 y100 k0 CMYK c2 m30 y0 k0
Pantone Red 032 C Pantone 183 C
HEX #e22e12 HEX #ffb4e5
Thread YHG125 Thread YHG113

Scouts Green Scouts Navy

RGB r35 g169 b80 RGB r0 g58 b130
CMYK c75 m0 y91 k0 CMYK c100 m88 y12 k0
Pantone 347 C Colour pairings Pantone 294 C
HEX #23a950 These are our colour pairings. Use them HEX #003982
Thread YHG741 to add vibrancy to your communications. Thread YHG328

ScoutsBlue Scouts Yellow

RGB r0 g110 b224 RGB r255 g230 b39
CMYK c95 m35 y0 k0 CMYK c0 m6 y90 k0
Pantone 285 C Pantone 108 C
HEX #006ddf HEX #ffe627
Thread YHG334 Thread YHG207
26 Skills for Life 27
Scout brand guidelines Typography

Typography Nunito Sans

Our Scout brand font is Nunito Sans. 5 weights
Black
This is a free Google font. It offers
flexibility while being clean, contemporary
and highly legible. It also expresses our Black for headlines and
personality and is confident and inclusive. hashtags

Extra Bold
The font can be downloaded from
fonts.google.com/specimen/Nunito+Sans and Extra Bold for local
used at no cost. personalisation within
our logotypes

Bold for highlighting

information in body text Bold
Regular for body text
when on a solid colour
background Regular
Nunito Sans Regular
Light can be used for
body text when on a
white background Light
AaBbCcDdEeFf
GgHhIiJjKkLlMm
NnOoPpQqRrSsTt
UuVvWwXxYyZz
― 0123456789
#!@£$€%&*():;?• Nunito Sans is available at
fonts.google.com/specimen/
Character set Nunito+Sans
28 Skills for Life

Do more.
Typography

Share more.
Typography usage
There are a number of different weights
in the Nunito Sans font family. For main

Be more.
headers we recommend Nunito Sans
Black. For body copy, we recommend Nunito Sans Black
Nunito Sans Regular. Use Nunito 34pt 36pt
Sans Bold for your call to action and
contact details.

Only use Italicised versions of the font

to distinguish certain words from others
within body copy. It can be useful when
referencing a publication but should be
used as little as possible.

Nunito Sans Regular Put your skills to use, learn new

10pt 12pt ones, and contribute to an amazing
life-experience for you and your
local community.

Nunito Sans Bold Volunteering is easier than you think.

10pt 12pt With full support and training, you
can volunteer on a flexible basis.

Give young people the skills they

need to succeed in life and discover
how being a part of the Scouting
family can be as rewarding for you
as it is for them.

The leaflet example shown on

Nunito Sans Bold scouts.org.uk/join
Nunito Sans Black
#SkillsForLife
page 29 demonstrates how to use
our Nunito Sans family of fonts. 16pt 24pt
30 Skills for Life 31
Typography Typography

Typography and grids

Grids bring order to the page; they allow Do more. Put your skills to use, learn new
ones, and contribute to an amazing Do more. Put your skills to use, learn new
ones, and contribute to an amazing
for the consistent organisation of text, Share more.
life-experience for you and your
local community.
Share more.
life-experience for you and your
local community.

graphics and photographic elements.

Be more. Volunteering is easier than you think.
With full support and training, you
can volunteer on a flexible basis.
Be more. Volunteering is easier than you think.
With full support and training, you
can volunteer on a flexible basis.
In both print and digital communications, Give young people the skills they Give young people the skills they

we need to allow key elements space to need to succeed in life and discover
how being a part of the Scouting
need to succeed in life and discover
how being a part of the Scouting
family can be as rewarding for you family can be as rewarding for you
breathe. This means not trying to cram too as it is for them. as it is for them.

much on a page.
scouts.org.uk/join scouts.org.uk/join
With smaller print communications, we
#SkillsForLife #SkillsForLife
recommend a four column grid. For larger
banners and billboards, this may increase
to allow for more elements.

Visit the digital style guide for guidelines

on how to use grids on websites and apps
at scouts.org.uk/styleguide

Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437 Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437

Leaflet example 2 – 4 column grid

‘Put down your ‘Put down your

phone and what phone and what
are you left with? are you left with?
Just teamwork, Just teamwork,
courage and the courage and the
skills to succeed.’ skills to succeed.’
Bear Grylls, Chief Scout Bear Grylls, Chief Scout

scouts.org.uk/join scouts.org.uk/join
#SkillsForLife #SkillsForLife

Large format example 5 – 10 column grid

32 Skills for Life 33
Scout brand guidelines Photography

Photography
Inspiring photography is at the heart of
our brand. Our photography should show
fun, friendship and adventure but above
all, convey belonging. The emphasis
should be on capturing moments of
connection, learning, sharing, achievement
and friendship. They should focus on the
emotional response to activities rather than
simply showing the activities themselves.
34 Skills for Life 35
Photography Photography

Photography is all about capturing

a moment in time.

It could be the moment you fell in the

water while kayaking for the first time,
or reaching the summit of a mountain,
or the moment someone thanks you
for a job well done.

Remember we don’t have to show

uniforms or a neckerchief in every
photo, but we should show fun,
friendship and adventure, and convey
a sense of belonging.
36 Skills for Life 37
Scout brand guidelines Tone of voice

Tone of voice Confident

The way we talk is just as important as Examples of our tone Active
Challenging
what we say, whether in person, in print of voice
or online. It conveys our personality as a
Confident
movement and helps us speak in a single,
As Scouts, we believe
powerful and distinctive voice. It helps
in empowering young
us cut through the noise and stand out

Inclusive
people with skills for life.
from the crowd.
Active
Our new voice is confident, active,
Volunteer and help
challenging, inclusive and optimistic.
young people gain skills

Optimistic
We call this optimism with attitude. to succeed.
When talking to the public, a more Challenging
challenging tone, provoking an emotional We stand against
response will help our voice be heard intolerance, always.
and ensure our benefits are understood.
Inclusive
When speaking to members of the ‘If you have any questions,
movement, we can be less challenging please phone us’ instead of
(and more supportive) but still active, ‘If there are any points that
inclusive and confident. require explanation we shall
be glad to furnish additional
Visit the style guide for guidance on
details by telephone.’
how to translate our tone of voice
into print and digital experiences at Optimistic
scouts.org.uk/styleguide We create stronger
communities and inspire
positive futures.
38 Skills for Life 39
Scout brand guidelines Application

Application
Our visual identity is bold, clean and
contemporary. It has greatest impact
when we use it confidently and with
simplicity. Here are some examples
of bold and effective usage.

Branded merchandise
is available from
scouts.org.uk/shop
40 Skills for Life 41
Application Application

Mr. A N Other
The Company
Regent Street
London
W1R 3DA

Layout of letters
25/05/2018

Dear Sir/Madam

This letter is composed in dummy text. It is designed to be read, but carry

no meaning. As a simulation of actual copy, using ordinary words with normal
letter frequencies, it cannot deceive eye or brain. Dummy settings which
use other languages or even gibberish to approximate text have the inherent
disadvantage that they distract attention towards themselves. Simulation
text may be provided in any typeface, at whatever size and format is required.
Paragraphs may be long or short. Texts can be produced to complete any
area, as the copy is simply repeated using different starting points.

This text is representative of a particular style. It uses the same type sizes,
leading, settings and typographic detailing as actual copy. Simulation text
may be provided in any typeface, at whatever size and format is required.
Paragraphs may be long or short. Texts can be produced to complete any
area, as the copy is simply repeated using different starting points.

Yours sincerely,

Signatory’s Name
Signatory’s Title
The Scout Association
Gilwell Park

Name badge
Chingford
London E4 7QW

0345 300 1818 (UK)

+44 (0)20 8433 7100
[email protected]
scouts.org.uk

Patron: HM The Queen. President: HRH The Duke of Kent. Founder: Robert Baden-Powell OM. Chief Scout: Lt Cdr (Hon) Bear Grylls RN /scoutsassociation
Registered Charity Numbers 306101 (England and Wales) and SC038437 (Scotland) Incorporated by Royal Charter. @UKScouting

Letterhead

Elizabeth Jones
Volunteering Officer

Tel: +44 (0)20 1234 5678

[email protected]

The Scout Association

Gilwell Park
Chingford
London E4 7QW
scouts.org.uk

Business cards

Scotland
The Scout Association
Gilwell Park
Chingford
London E4 7QW

0345 300 1818 (UK)

+44 (0)20 8433 7100
[email protected]
scouts.org.uk

Patron: HM The Queen. President: HRH The Duke of Kent. Founder: Robert Baden-Powell OM. Chief Scout: Lt Cdr (Hon) Bear Grylls RN /scoutsassociation
Registered Charity Numbers 306101 (England and Wales) and SC038437 (Scotland) Incorporated by Royal Charter. @UKScouting

Compliment slip

Templates are available

on the Scouts brand centre
at scouts.org.uk/brand Patron: HM The Queen. Founder: Robert Baden-Powell OM. Chief Commissioner of Scotland: Graham Hadd
Scouts Scotland is a registered Scottish Charity No. SC017511
42 Skills for Life 43
Application Application

Double-sided adult
Each week, we help over 450,000 young people
develop the skills to succeed in life. But this can Do more. recruitment flyer
only happen thanks to our brilliant volunteers.
Share more.
Be more.
Volunteering is easier than you think. Whether
you can spare an hour a month or a day a year,
we have hundreds of opportunities both
behind the scenes and directly supporting
young people. With full support and training,
you can volunteer on a flexible basis.

Not only is it incredibly rewarding and great fun,

you’ll learn some brilliant skills transferable to
the workplace and further education.

We welcome volunteers from every community

and background. You don’t need to have been a
Scout. You just need to believe in a more positive
future and the difference we can make together.

Volunteer today and help us prepare more

young people with Skills for Life.

scouts.org.uk/join

Single-sided flyer
scouts.org.uk/join
#SkillsForLife #SkillsForLife with border and
low ink coverage
Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437

Do more. Do more. Put your skills to use, learn new

ones, and contribute to an amazing Do more. Put your skills to use, learn new
ones, and contribute to an amazing

Share more. Share more. Share more.

life-experience for you and your life-experience for you and your
local community. local community.

Be more. Be more. Volunteering is easier than you think.

With full support and training, you
can volunteer on a flexible basis.
Be more. Volunteering is easier than you think.
With full support and training, you
can volunteer on a flexible basis.

Give young people the skills they Give young people the skills they
need to succeed in life and discover need to succeed in life and discover
how being a part of the Scouting how being a part of the Scouting
family can be as rewarding for you family can be as rewarding for you
as it is for them. as it is for them.

scouts.org.uk/join scouts.org.uk/join
#SkillsForLife #SkillsForLife

Put your skills to use, learn new

ones, and contribute to an amazing
life-experience for you and your
local community.

Volunteering is easier than you think.

With full support and training, you
can volunteer on a flexible basis.

Give young people the skills they

need to succeed in life and discover
how being a part of the Scouting
family can be as rewarding for you
as it is for them.

scouts.org.uk/join
#SkillsForLife
Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437 Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437 Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437

Single-sided adult
recruitment flyer Do more. Put your skills to use, learn new
ones, and contribute to an amazing Do more.
Learn more. Learn more.
life-experience for you and your
with border local community.

Be more. Volunteering is easier than you think.

With full support and training, you
can volunteer on a flexible basis. Be more.
Give young people the skills they
need to succeed in life and discover
how being a part of the Scouting
family can be as rewarding for you
as it is for them.

scoutscymru.org.uk/join
#SkillsForLife

Put your skills to use, learn new

ones, and contribute to an amazing
life-experience for you and your
local community.

Volunteering is easier than you think.

With full support and training, you
can volunteer on a flexible basis.

Give young people the skills they

need to succeed in life and discover
how being a part of the Scouting
family can be as rewarding for you
as it is for them.

scoutsni.com/join
Single-sided adult Cymru #SkillsForLife N.I.

recruitment flyer
Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437 Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437
44 Skills for Life 45
Application Application

Sign

Pull-up banners Feather flags

46 Skills for Life 47
Application Application

Word document

Do more.
Presentation title
Page heading

Share more.
Be more.
Be part of something amazing.
Put your skills to use and learn new
ones. Give young people the skills
they need to succeed in life and
A presentation by discover how being a part of the
Name Surname Scouting family can be as rewarding
for you as it is for them.

#SkillsForLife
scouts.org.uk/join

Date 2018 15

Presentation title Presentation title

Page heading Page heading

Be part of something amazing.

Welcome Put your skills to use and learn new
ones. Give young people the skills
they need to succeed in life and
We’re so proud to share our brand with you. This discover how being a part of the
guide will help you understand who we are, what Scouting family can be as rewarding
for you as it is for them.
we do and how we present ourselves to the world.
Please use our brand with pride and treat it with #SkillsForLife
scouts.org.uk/join
respect. When we have a strong, unified and
consistent brand, making our benefits clear we will
attract more support for Scouting.

22 17

PowerPoint slides Twitter skin

48 Skills for Life 49
Application Application
50 Skills for Life 51
Application Application
52 Skills for Life 53
Application Application

Vehicle livery Pin badges

T-shirt Tote bags

54 Skills for Life
Scout brand guidelines

Resources
Brand centre
We want to make creating on-brand
Scout materials as easy as possible.
Our brand centre scouts.org.uk/brand
contains a wide range of templates, tools
and resources to support communications
and recruitment, including:

– brand guidelines
– logo artwork
– local logo generator
–w eb to print templates
(including banners, posters,
flyers, certificates, stationery)
– social media templates Get in touch
– MS Office templates We’re always happy to help.
– photo library Contact us at
– videos [email protected]

facebook.com/scoutassociation
Style guides instagram.com/scouts/
To ensure we’re consistent across the twitter.com/UKScouting
Movement in the way we write and
Permissions
present our communications, visit our The Scout Association’s trademarks
editorial and digital style guides at (including the fleur-de-lis and
scouts.org.uk/styleguide section logos) may be used by local
Scouting in the operation and
promotion of Scouting. However,
our trademarks may only be used
commercially under licence from
The Scout Association.

To request a licence, please

apply with details to
[email protected]
scouts.org.uk/brand
Got a question or suggestions?
Please let us know at
[email protected]
#SkillsForLife
Copyright 2018 The Scout Association Registered Charity numbers 306101/SC038437