Scout Rebrand To ‘Digital Friendly’ New Look
When it comes to bringing on a creative agency for a rebrand of your Buckinghamshire-based business, the importance of getting it right is even more critical if you represent a heritage brand. Re-designing a logo that has brand awareness attached to it for a modern age can be tricky, but get it right and it can pay dividends in updating the brand and making it more applicable to modern day design and marketing materials.
This week’s case study belongs to the Scouts – a brand which is could be argued is fighting for relevance in today’s world. For its redesign, part of the brief was to shake off the old-fashioned image associated with it, with the aim of bringing new and more diverse members into the fold, reports Dezeen.
Kevin Yeates, head of creative at The Scouts, said: ”The ambition of the Scouts rebrand is summed up in our new brand guidelines. We assembled a unique bunch of creatives, supported by volunteers and staff to reshape our brand to better reflect our values and belief in preparing young people with the skills they need to succeed in life.”
The current Scouts logo has aged, at best, and with its simplistic fonts and basic graphics, it has the feel of a local government department, rather than something that is fun and rewarding for children. It does, however, contain the scouts’ trademark fleur-de-lis, something that needed to be taken forward into the new design.
The fleur-de-lis has been used by the scouts since it was founded in 1907, but was re-designed back in 2001 to the current format.
The new look fleur-de-lis has been simplified into a five-line drawing, designed to work more effectively across print, digital and on fabrics, used for scouts merchandise. It is noticeably a more modern design, but, more importantly, it is distinct from other fleur-de-lis logos that already exist.
As part of the re-design, colours, fonts and tone of voice has also been updated, giving a more modern, fresh feel.
The scouts former logo used purple as the main colour, and while this has been updated for the re-design into a brighter version of the hue, a whole range of other colours have also been added to the mix, with brand guidelines on how to use them in pairings or in certain instances. Special colour pairings, for instance, have been introduced for Wales, Scotland and Ireland to differentiate where necessary.
Of course, in an organisation such as the scouts, which devolves power from its centre for creation of marketing materials, a logo’s usage needs to be especially clear and easy to implement from the start.
For choice of font, the designers went with an open source Google Font typeface, meaning regional volunteers can keep branding coherent without outlaying for font costs.
Leaflet templates have also been made available to download, which are customisable, helping keep that link between the 7,000 scout groups in the UK and ensuring that branding becomes more cohesive.