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Scouts Australia Brand Manual and Logo

What is a ‘Brand’ and why is it important?

A Brand is…

A ‘brand’ is not just a logo, a slogan, or an advertisement. A brand is:

  • A collection of experiences and a set of fundamental principles as understood by anyone who comes into contact with an organisation;
  • An organisation’s ‘reason for being’; and how that reason is expressed through communications to key audiences;
  • Ultimately what people expect from an organisation.

All of our communications – from our printed materials and websites through to how we answer the phone – should reflect our brand.

Why have a Brand Manual?

We have developed this set of guidelines to:

  • Help members of Scouts Australia understand our brand;
  • Inspire members to live up to Scouts Australia’s brand promise;
  • Help Scouts Australia members express our brand consistently and effectively to a wide range of audiences using a variety of communication methods.

YOU have a responsibility to help promote our brand. Why? Because you, as a member of Scouts Australia, are PART of the brand… and we hope that you are proud of that fact! If you follow the guidelines, you will also find that the brand will work for you. Ultimately, it will help you recruit and retain adult volunteers and youth members for your Group, and this, in turn, will strengthen Scouts Australia as a national organisation.

Consistency is the key! When we stray from the brand guidelines, we weaken Scouts Australia’s overall national image. Therefore, we encourage all our members to familiarise themselves with Scouts Australia’s brand guidelines and do their best to follow them.

Scouts Australia Brand Manual Cover

Downloads

Scouts Australia Brand Manual
'Be Prepared for New Adventure' Logo Set
'Today's Scouts' Logo Set
Australian Queen's Scout Association Logo Set
Scouts Australia PowerPoint Template

Communicating our Brand

How do we Communicate our Brand?

Every communication we make as a member of Scouts Australia contributes to our brand. Some examples of different forms of

communication:

Face-to-face communication (verbal and non-verbal)

  • Personal conversations
  • Presentations
  • Interviews
  • Public behaviour
  • Personal appearance
  • Attitude
  • Voicemail messages

Written or Visual Communication

  • Posters
  • Brochures
  • Books
  • Banners
  • Flags
  • Websites
  • Online social networking posts
  • Videos
  • Photographs
  • News stories
  • Advertisements
  • Funding applications
  • TV and cinema commercials
  • Mobile Phones
  • Email

Our Target Audiences

Scouts Australia has several target audiences, and our brand strategy has been developed to appeal to a wide range of people.

  • Parents with a commitment to high standards of personal development, values and a successful future for children and young people. Scouts will help their children develop confidence, self esteem, a positive set of values, and be active and healthy while enjoying fun, adventure and friendship.
  • Children and young people aged 6 to 18 who are looking for more fun, friendship, freedom and adventure in their lives, especially in the outdoors!
  • Adults who want to give something back to the community, want to help young people and want to enjoy and rediscover adventure for themselves. (This includes Rover Scouts aged 18 to 25).
  • Government, not-for-profit organisations and members of the wider community who may wish to support Scouting, either practically or financially.

We can use our brand guidelines to help us attract people from these audiences to our organisation; but just as importantly (or perhaps even more so!) we can use them to help us retain members. When we use our brand guidelines as a framework for our dealings with each other, we can forge positive and respectful relationships on the basis of shared values and understanding. This will help our organisation remain strong internally and, in turn, this will attract more people to support Scouting in Australia.

When you are communicating on behalf of Scouts Australia, think about who you’re communicating with and the benefits they are most likely to get out of Scouting. How can you tailor your message to suit?

Websites

A Scouts Australia website serves two primary purposes.

  1. Marketing – showcasing and promoting Scouting to the wider community.
  2. Information – providing information and resources for existing Scouts Australia members.

While the Scouting related website you publish, is your own responsibility, remember that it also affects the brand of Scouts Australia.

Members should refer to Section 2 of the Scouts Australia Digital Guidelines which provides suggestions as to appropriate website content (available for download from www.scouts.com.au/library). This will help prevent common mistakes when you are developing your website. Please also contact your Branch to confirm whether there are any Branch Guidelines and procedures that need to be considered, particularly in regard to domain names and hosting.

Web developers may copy text and images from the Scouts Australia website at www.scouts.com.au for use on Scout Group websites. This includes all publications which are available for free download from Scout Resources.

Online Social Media

Online social networking sites such as Facebook, Twitter, Google Plus, MySpace, YouTube and Yahoo Groups offer a level of online public exposure never experienced before. These tools have given people around the world many new ways to communicate. Obviously it’s up to each of us as individuals to decide how we want to utilise and engage in online social networking, but if you choose (and we hope you do!) to use your social networks to talk to other Scouts Australia members, or to share your opinions about Scouting, or even to provide feedback directly to Scouts Australia, there are a few points we’d like you to consider.

A Common-Sense Approach

Whenever you post a video or picture of a Scouting activity or event, or you make an online comment or blog post related to Scouting, you are actually contributing to Scouts Australia’s ‘brand image’. Yes, really! Remember that online social networking posts can often be seen by any number of users, so anything you say about Scouting in the public domain affects the way others view us as an organisation. Think carefully about how digital communication might appear to a third party. Compared to conversations in the real world, using technology increases the potential for messages to be misinterpreted, seen out of context or forwarded. It is important to keep a professional distance online as you would offline. If you post a video on the Scouts Australia National YouTube Channel make sure the video complies with Section 3.3 of the Scouts Australia Digital Guidelines (available to download from Scout Resources).

You, as a member and a ‘voice’ of Scouts Australia, are in a very powerful position. So why not use your ‘voice’ to become an advocate for Scouting? If you want to actively promote Scouting through online social networks, there are many ways you can go about it. Here are some suggestions:

  • Add information about your Scouts Australia volunteer role to your online networking profiles. If there is a section for employment history within the profile, you could list your title as ‘volunteer’, your company as ‘Scouts Australia’, and then outline your role in any other fields provided. This is an excellent way to let others in your network know about your involvement in Scouts Australia.
  • Post information about your Scouting activities and events on your own social networking profiles, and on Scouts Australia’s official social networks.
  • Post public Scouting events under “Events I’m Attending” on your social media network.

Of course, another aspect to consider is that negative posts can reflect poorly on the overall image of Scouting. Before you post, take a moment to objectively consider your photo, video or comment.

  • Does it accurately portray the philosophy of Scouting?
  • Does it reflect Scouting values?
  • Would you be happy for a Cub Scout to see it?
  • Would you be comfortable showing it to a financial supporter?

Scouts Australia encourages and supports constructive criticism and debate amongst its members in online social media forums. Discussions of this nature can help resolve issues for individuals, and can also provide excellent feedback to Scouts Australia’s management on areas where we need to improve as a national organisation. However, we do ask that our members be mindful when posting criticism. Identify the issues, but focus on solutions!

If you have a genuine complaint, please follow correct grievance procedures as per Branch policy. If you see other users’ comments that are particularly positive or negative and you think Scouts Australia should know about it, send an email to scouts@scouts.com.au.

For more information on the use of online social networking platforms, see Section 3 of the Scouts Australia Digital Guidelines and Guidelines for Scouts Australia Online Administrators. (available for download from Scout Resources).

Email and Text Messaging

The Internet and mobile phones are changing the way we live. For many people, they offer a huge and exciting opportunity to socialise, communicate and learn. Text messages and emails related to Scouting however also reflect the Scouts Australia brand because once sent they often cannot be retrieved.

The guidelines set out below should help you make the best use of technologies, while protecting yourself and preventing you from being placed in a vulnerable position.

Remember that all communication between Leaders and other adults and young people should be in a Scouting context. Decide on the most appropriate method of communication depending on the message / information being sent. Gain permission from parents / carers to contact the young person and ask them what the most appropriate forms of contact for that young person are.

Before sending an email or text, ask yourself ‘would you be happy to copy in the young person’s parents/carers?’ If the answer is ‘no’ then do not send it.

Arrangements about activities or events for Joey Scouts and Cub Scouts should always be addressed to the young person’s parent or carer. Information to Scouts and Venturer Scouts may be sent directly to the young people, if necessary, with copies to their parents or carers.

For more information on the use of email and text messaging guidance for Leaders, please refer to Section 5 of the Scouts Australia Digital Guidelines (available for download from Scout Resources).

Brand Communication Tools and Resources

Brand Symbol

Scouts Australia Logo

The current Scouts Australia logo is a combination of two integrated elements, an emblem and a logotype. Each of the elements has been registered separately as a trademark; therefore they cannot be altered in proportion, shape or content.

When using the two elements together, care should be taken that they conform to one another; the logotype should be the same width as the emblem.

The Scouts Australia logo may be used for any appropriate purpose by Scout Groups, Regions, Districts, and Branches in Australia. Indeed, members are encouraged to use it as much as possible on all printed materials including (but certainly not limited to) letterheads, business cards, websites, Group notices, promotional and advertising materials, name bars, clothing and fundraising merchandise. Consistent use of the logo helps to maintain a high level of ‘brand awareness’ in the wider community.

The logo must not be used in a way that implies an endorsement of a product or service (unless there is an appropriate formal agreement with Scouts Australia or a Scouts Australia Branch). Third parties not directly involved in Scouting must not use the logo for any commercial purpose without the permission of Scouts Australia’s National Office. A royalty may be required.

Digital versions of the logo in JPEG, GIF and EPS formats can be downloaded from the Scouts Australia Online Library at Scout Resources.

Scouts Australia Logo – Emblem

The emblem can be produced in four variants:

  • In colour with the emblem featured in green (PMS 342C) with the stars in yellow (PMS123C) on any background.
  • Black emblem with white stars. The black is a solid sharp image.
  • Reverse treatment with the emblem in white on a black background, showing the stars in black.
  • White or black emblem on any colour background allowing the background colour to show through the stars.

This greater flexibility was approved by the National Executive Committee Meeting, November 2011.

No other colour combinations should be used for the emblem as this will detract from the Scouting corporate image that has been established. This element of the logo will probably be the most useful when designing badges and layout designs, but again it can only be created in the colour combinations and concept as previously mentioned.

Scouts Australia Logo – Logotype

The logotype can also be produced in four variations. The words SCOUTS and AUSTRALIA are always produced in Goudy Old Style font and are always to be in capital lettering.

The logotype is in three colours – the word SCOUTS is in black, the bar is in green (PMS 342C) with the word AUSTRALIA reversed in yellow (PMS123C) in the bar.

  • The logotype can also be produced in solid black with the word AUSTRALIA reversed in white in the bar. The logotype does not lend itself well to production in a screened format as the serif features of the Goudy Old Style font will tend to break up.
  • The black and white logotype can be reversed for printing on a black background.
  • The black and white logotype can also be reversed for printing on any colour background with the colour showing through the word AUSTRALIA.

This greater flexibility was approved by the National Executive Committee Meeting, November 2011.

No other colour combinations should be used for the logotype as this will detract from the Scouting corporate image that has been established.

Scouts Australia Logo Usage

  • If a full colour logo is used, it is recommended that white paper be used for all printed materials as printing the logo on coloured stock will result in an incorrect colour effect.
  • A standard form for Scouts Australia letterheads and business cards has been developed. The lettering under the logo is set in Goudy Old Style font and should appear on all letterheads. The information lines on the right of the bar (name, address, phone etc.) are set in Futura Book 9pt/11pt with 6.5 spaces between items. Text is set 2mm from the bar and should not extend above or below the bar. If you do not have Futura Book, Calibri and Century Gothic are good substitutes. For a copy of the letterhead template pictured above or for a business card template please email Scouts Australia at scouts@scouts.com.au.
  • When creating email signatures please ensure you comply with the Scouts Australia logo policy at all times. The lettering under the logo can be set in Calibri 10/11pt.
  • When using the logo in promotional or advertising material, try to highlight the logo and avoid cluttering it up with other design elements.
  • If the logo or one of the elements is to be used on clothing or cloth badges, all items should conform to the colour code and concept as accurately as possible. Many embroiderers may ask for the logo in DST format (a format used specifically for embroidery); Scouts Australia is currently unable to provide the logo in DST format, but EPS or JPEG format should be sufficient for their purposes.

For more information on the design, development and history of the Scouts Australia logo, see Appendix A.

Approved Logo Variants

The following variants of the Scouts Australia logo have been approved for national use and can be downloaded from the Scouts Australia Online Library at Scout Resource.

Tagline

The Scouts Australia tagline ‘Be Prepared… for new adventure’ has been developed into a standard format for use across all visual communications. The design incorporates the southern cross to maintain consistency with the Scouts Australia emblem. Be Prepared… is set in Myriad Pro font, and for new adventure! is set in Segoe Print font.

The tagline can be downloaded in EPS, JPEG and GIF formats from the Scouts Australia Online Library at Scouts Resource.

Colours

Officially-approved PMS colours for each of the youth Sections, Scouts Australia’s national logo and the World Organization of the Scout Movement are detailed in the following table. These colours should be matched as closely as possible for use on Section-based flags and printed materials.

 ColourPMS (Pantone Solid Coated)CMYKRGB
Joey ScoutsBrownPMS 471 C2176100101828524
Cub ScoutsYellowPMS 123 C02291025520046
ScoutsGreenPMS 354 C9501000017466
Venture ScoutsMaroonPMS 201 C2510079201582750
RoversRedPMS 485 C89710012204130
Scouts AustraliaGreenPMS 342 C97337824010578
YellowPMS 123 C02291025520046
WOSMPurplePMS 527 C7994009837153
White0000000

Pantone (PMS) is a standardised colour-matching system used by designers and printers worldwide to ensure an exact colour match. PMS colours often cannot be replicated exactly in a CMYK (cyan, magenta, yellow, black) or an RGB (red, green, blue) colour space; however, applying the values listed in the table will give you a close match. The WOSM purple fabric colour is PMS Violet U.

Imagery

Images convey, far more powerfully than words, the essence of Scouting. Care should be taken in the choice of photography in all Scouts Australia communications. Pictures should be technically sound, of sufficient resolution for the final display medium (print on paper calls for higher resolution than online or screen display) and properly exposed.

Check out the subject matter. Do the people in the images reflect well on Scouts Australia? Are the depicted activities conveying Scouts Australia’s brand essence and personality?

You don’t need to be a world-class photographer to take great Scouting photos. Here are some key factors to keep in mind when taking and selecting images for Scouting communications. (Note: This is just a guide – there is room for all kinds of different photos in Scouting communications!)

Scout Heritage

Can you tell that it is a Scouting image? Can you see scarves, uniforms or other brand symbols?

Activities and action

Do the activities portrayed reflect Scouts Australia’s brand strategy? Are the activities a legitimate part of the program? Do they reflect well on the program and portray realistic, safe examples?

Remember… Scouting is all about personal growth through adventure. Scouting is adventurous, empowering, innovative, safe, committed, caring, involving, honest and supportive. A Scout enjoys adventure and the outdoors, is youthful, fun, confident, dynamic, a team player and a good friend.

Natural vs Contrived

Do the images make use of the outdoor dimension of Scouting wherever possible with natural light and colour? Are the photos spontaneous, authentic and uncontrived?

Scouts are real people in real situations – action shots reveal true feelings and convey them to the viewer. Try to capture reality when possible with images that show youth and adults deeply involved what they are doing, and avoid staged or posed shots.

Balance and diversity

Overall communication should reflect the diversity of Scouting, showing boys and girls, men and women, a range of ages and a variety of cultural backgrounds.

World Organisation of the Scouting Movement Branding

World Organization of the Scout movement Logo & Ropes

The World Organisation of the Scout Movement (WOSM) has guidelines for the use of its logo which are designed to protect its integrity so it can remain a strong symbol of Scouting around the world. Permission needs to be gained before it is used in all commercial and many non-commercial situations. For more information on the use of the WOSM logo download the World Scout Brand Identity Guide from Scout Resources.

Appendix A

Design and History of the Scouts Australia Logo

First Scouts Australia logo

Mr Derek Wrigley, an architect and industrial designer, was invited to design a national logo for Scouts Australia. The logo had to include the World Scout Emblem, have an Australian identity and be easy to reproduce in a wide range of graphic materials.

The logo designed by Mr Wrigley was bold and precise – both Scouting qualities. The World Scout Emblem and the Australia name were enclosed by a stylised broken border, the upper section representing the international aspects of the Movement, the lower section representing the Australian components, each fitting the other to encompass the worldwide Movement of Scouting. The symmetry of the design enabled it to be placed anywhere on graphic material.

The design was adopted by the National Executive Committee in November 1972 and approved for use from June 1973.

Current Scouts Australia logo

The current national logo was introduced in 1997. The design commission was given to Mr John Coburn (1925-2006), whose paintings are hung in the National Gallery in Canberra, all State Galleries, the Vatican Museum in Rome and the John F. Kennedy Centre for the Performing Arts in Washington DC. He taught at the National Art School from 1959 to 1968 and was Head of the School from 1972 to 1974. He won the Blake Prize for Religious Art in 1960.

The stylised fleur-de-lis is designed to bring to mind several images – the Scout Promise, the Scout sign, and quintessentially Australian eucalyptus leaves. The central vertical component represents strength, purpose of youth, growing and aspiring, while the Southern Cross represents the infinite universe and the wonder and inspiration of the natural world as seen by a Scout sleeping under the stars.

The composite natural features – eucalyptus leaves, the heavens, growth and vigour – depict Australian Scouting as it is; natural, healthy, outdoors, unfettered but with direction, free and uninhibited but focused and positive.

Appendix B

Terminology Standardisation

The following are the recommended spelling and capitalisation of words used in Scouts Australia publications. National publications will adhere to the Australian Style Manual for Authors, Editors and Printers, 6th edition, John Wiley and Sons Australia Ltd, 2002, for all other style applications.

The Scout Association of Australia, Scouts Australia, the Association, the Movement
National, Branch, Region, Area, District, Group, Formation, Section
Scout Hall
Joey Scout, Joey Scout Mob, Joey Scout Leader, Assistant Joey Scout Leader, Joey Scouting
Cub Scout, Cub Scout Pack, Cub Scout Leader, Assistant Cub Scout Leader, Six, Sixer, Second, Youth Helper, Pack Council, Cub Scouting
Scout, Scout Troop, Scout Leader, Assistant Scout Leader, Patrol, Patrol Leader, Assistant Patrol Leader, Troop Council, Youth Helper, Scouting
Venturer Scout, Venturer Scout Unit, Venturer Scout Leader, Assistant Venturer Scout Leader, Unit Council, Youth Helper, Venturer Scout Coordinator, Venturing
Rover Scout, Rover Crew, Crew Leader, Rover Adviser, Rover Council, Rovering
Group Leader, Assistant Group Leader, Group, Group Council, Group Committee
District Leader, District Training Meeting, District Commissioner, Assistant District Commissioner, District Adviser,
District Association, District Executive Committee
Region Commissioner, Assistant Region Commissioner, Area Commissioner, Assistant Area Commissioner
Branch Rover Council, National Rover Council, Branch Office, Branch Council, Branch Executive Committee, Branch
Commissioner, Chief Commissioner, National Commissioner, National Executive Committee, National Operations
Committee, National Council, National Office
President, Chair, Chairman, Secretary, Treasurer
Activity Leader, Scout Fellowship

Miscellaneous

  • Full points to be removed from abbreviations eg SL, NSW, NEC
  • ‘ise’ rather than ‘ize’ (World Organization of the Scout Movement is an exception)
  • ‘program’ rather than ‘programme’
  • ‘adviser’ rather than ‘advisor’
  • ‘Promise and Law’ or ‘Promise & Law’, never ‘Law and Promise’

The use of the words ‘child’ and ‘children’ should be limited to the Joey Scout Section and Cub Scout Section. Other terms such as ‘young people’ and ‘youth members’ should be used to refer to Scouts and Venturer Scouts. When referring to Rovers the term ‘young adult’ should be used.

Adults involved in the Movement who are not uniformed Leaders should be referred to as ‘non-uniformed adult volunteers’ or ‘adult supporters’.

Figures for Editorial Style

  • Numbers up to ten (10) to be spelt out
  • For numbers over ten (10) use figures
  • No commas to be used in figures. Up to four figures can be used together, after that they should be grouped into threes.

Date Form

  • 25 March 2010