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A New Look for Scouts Australia

It’s Just Two Weeks Till We Unveil The New Look For Scouts Australia

We’re counting down the days till we launch the new image for Scouts Australia.

Here’s all you need to know to be prepared for the unveil!


Thanks to all who have been part of the consultation and testing over the past year – and to the many who have contacted their Branches and the National Office to get the new Scouts Australia brand images for their hall, trailer, Group newsletter, website, and dozens of other great ideas.

Preparation for the launch on January 4 is in full swing. The new materials will progressively be available from January 7 via the Scouts Australia website, www.scouts.com.au.

On Friday January 4 the new branding will be revealed during the opening ceremony of AJ2019 in South Australia scheduled to commence at 7 pm.

If you can’t be there, stream all the excitement from the Jamboree opening at www.aj2019.com.au, or check out the National website, www.scouts.com.au, from Monday January 7.

You’ll have access to the art for the logo on January 7. On January 7 look for ‘Brand Centre’ on the main menu of www.scouts.com.au. To make it as easy as possible, we are planning a one-stop online brand centre where all those with a current Scouts Australia membership number can download all the logo formats, details on fonts, photos and other graphics to produce great looking Group items. We will continue to add more downloadable artwork such a fantastic range of recruitment brochures and posters, stationery templates, website assets, hall signage, and more for your Group’s use.

The announcement of the new branding has also led to many questions. Here are some answers.


We last reviewed our branding in 1973 and 1997 so it was timely to review this again. Also, the new program is imminent. Another reason to review.


The transition begins at AJ2019 and a realistic and reasonable transition timeframe will be agreed and communicated in due course. For many, the change will take a few years – as long as it takes to get a new Scout shirt – although there will be pocket badges available at cost price if you can’t wait. We want people to embrace and use the new brand, but there is no time pressure.

What Benefits?

Scouting needs a unified, youth-focused, contemporary image that resonates with the public. At present we are fragmented in how we present ourselves – every Branch is different. Strong branding will help increase recognition that Scouting is alive and strong. This helps with recruiting and funding.

What Cost?

Scouts Australia has been resourceful on this project, with minimal costs in transitioning to the new brand over the next few years. Digital assets will be upgraded first, then stationery and display materials as they need to be replaced. New items will include the new branding.

What Cost to my Group?

As little or as much as you wish. Like your local Branch, move as fast or as slowly as you need to. You may decide to buy some pocket badges for your members to sew over the old logo; you may decide to get fresh letterhead when the old one runs out; or you may choose to get some fresh signage (in the new format) for your hall. It’s entirely up to you.

Why not spend this money on halls?

The money spent on this project wouldn’t renovate a single hall. But, as an investment in our future, it may bring significant returns through stronger recognition of Scouting and therefore help to increase membership and funding. Remember, the best fundraiser is getting more members to share the cost of running the Group.

Just a logo?

While the logo is an important element of the rebrand, it is only one piece of a larger picture. The review has incorporated how we talk about ourselves and how we present ourselves to each other and to the many families not currently involved in Scouting.  There will be a whole range of devices, including visual language,tone of voice, key messages, and much more. These will come together to create a set of tools – including a simple to use and understand manual, the ‘style guide’ – to empower every member of Scouts Australia to be a brand ambassador for Scouting.

The uniform?

The badge on the pocket of the shirt will change in the later part of 2019 when current stocks are exhausted.

For those who aren’t getting a new shirt for a while and would like to wear the new logo sooner, badges that you can sew on your uniform pocket will be available. This is not compulsory. But they’re pretty cool!

When do we find out more?

We launch at the Australian Jamboree on January 4. Soon after, we will launch the brand centre for all members to access the elements and templates they will need.