1:
d
Be prepare
Why we are
all Scouting rs
to
communica
2:
3:
Be clear
Who we are do
e
and what w
t
Be relevan ge for
essa
The right m ience
d
u
a
the right
4:
5:
g
Be inspirin
Scouting in
pictures
ent
Be consist
k
How we loo
6:
HOW LK
A
T
O
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T
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O
AB
.
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e and
Be positiv
ing
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7:
e
Be inclusiv ole
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Showing ou ily
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Scouting fa
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Be surpris
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Challengin ns
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9:
Be seen
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We’re speci
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let’s p
10:
B-P and lls
Bear Gry
Quotes and
inspiration
We all know how hard it can be
describing Scouting to someone
new to us. You want to say
something positive, accurate and
inspiring but often find yourself
wondering where to begin. After
all, there are so many activities,
badges, sections and ways of
doing things. How do you boil it
down to just a few sentences?
This is where this handy new
guide comes in, and the good
news is that you don’t need to be
a communications expert to use it.
It’s just simple, friendly advice with
an emphasis on practical support
for you as a volunteer. You’ll find:
• A ready-made ‘word bank’ to
help you describe the different
parts of our work (see page 7)
• Hints and tips on striking
the right tone when writing
about Scouting (see page 15)
• Advice on how to choose
images (see page 11)
• Facts and figures to use in your
communications (see page 18)
• Useful quotes (see page 22)
• Definitions of Scouting in
30, 70 and 150 words, for
when you need to describe
us in a hurry (see page 24)
How we talk
8:
E
M
O
WELC
rand
uk/b
scouts.org.
• Information on how to access the
Scout Print Centre where you can
create and personalise posters,
flyers and banners quickly and
inexpensively (see page 14)
Not only does this save you starting
from scratch every time you
need to create a communication,
it helps us create a consistent,
positive image of Scouting locally
and nationally. It all helps build
up recognition for the Movement
and a better understanding of
the work we do. And when that
happens, more people support
us, meaning Scouting can reach
even more young people.
Good luck with creating inspiring
communications and thank you
as always for the time and
energy you give to Scouting.
Wayne Bulpitt,
UK Chief Commissioner
www.scouts.org.uk/BRAND
BE
.
D
E
R
A
P
E
1: PR
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
cators
i
n
u
m
m
o
c
couting
S
l
l
a
e
r
a
e
Why w
QUESTION
What is a brand?
Answer:
Simply what appears
in someone’s head
when you mention
a company, charity
or organisation. This
could be a particular
set of values, a logo,
font or set of colours.
So you’re chatting with someone in the
queue at the Post Office. Mentioning that
you have just returned from Scout camp,
they ask you that difficult question. ‘So
what’s Scouting all about these days?’
Your mind goes blank. There are so many
amazing things, it seems impossible to
pick just one...
This guide will help you answer
that question – and perhaps
inspire them to get involved.
Remember, if we all give a similar
answer to this question to friends,
colleagues, parents, journalists
and others, we can really improve
the perception of Scouting
and increase our support.
Use this guide to explain
Scouting to parents, friends,
potential volunteers and
supporters. It will cover:
• Who we are
• What we do
• What we look like – including
our logo, colours and fonts
• What tools and resources
are available to help you
Scouting is about Everyday
Adventure. Scouting offers
fun and friendship, challenge and
everyday adventure to 400,000 girls
and boys across the UK. We have a
positive impact on young people,
our 100,000 adult volunteers and
the communities in which we live.
4
BE R.
2: CLEA
www.scouts.org.uk/BRAND
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
we do
t
a
h
w
d
n
a
Who we are
QUESTION
Can you sum up Scouting in
two words?
Answer:
Everyday adventure
We offer over 200 different
activities to girls and boys,
indoors and outdoors, both
creative and adventurous
for everyone and at
every level. We challenge
young people and adults
to stretch themselves,
discover new talents and
reach their potential.
Our approach is informal,
youth-led and sociable;
Scouting is an enjoyable
hobby and a social life with
a purpose. Scouting helps
young people and adults get to
know new people, work well
together and develop positive,
meaningful friendships.
Scouting is a charity that
has a positive and practical
impact on:
• Young people - providing opportunities to
grow in confidence and develop life skills
• Adult volunteers - positively impacting
adults in their professional and personal
lives, providing the opportunity to develop
skills such as training, management, and
communications
• Society - providing practical benefits
to local, national and international
communities. This also supports wording
in the Scout Promise to help other people.
6
www.scouts.org.uk/BRAND
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
E
H
T
G
N
I
D
FIN T WORDS.
RIGH
It can sometimes be hard to find the right words and
phrases that describe our values. Here are some you
can use in your communications.
Scouting is about...
Everyday adventure
and challenge
• Over 200 activities
• International opportunities
• Exploring
• Possibilities
• Active
• Safe
• Indoors and outdoors
• Everyone and at every level
• Overcome
• Teamwork
• Leadership
• Volunteer
• Responsibility
• Take part Fun and friendship
• Exciting
• Enjoyable
• Positive
• Rewarding
• A social life with a purpose
• Friendship across borders
and different background Positive impact
• Happier, more confident
young people
• Life changing opportunities
• Developing tomorrow’s leaders
• A more promising future
• Life-skills for boys and girls
• Professional skills for adults
• Empowered adults
and young people
WHAT
YOU SEE
WHAT
WE DO
WHAT WE
DELIVER
• Active citizens
• Global awareness and impact
• Achievement
• Youth participation
• Results, success and recognition
• Community development
• A charity that has a positive
and practical impact
Everyday adventure
and challenge, fun
and friendship
Personal
development
A positive
impact on
society
8
AT A GLANCE
Our essence: Everyday Adventure
Call to action: Be prepared
What we deliver: We challenge
our members to experience fun,
friendship and everyday adventure
to help them reach their potential
and have a positive impact on society
Tone of voice: Positively challenging
Our behaviours: Fun, Friendship,
Diverse, Values-based, Trusted
www.scouts.org.uk/BRAND
BE
.
T
N
A
V
E
L
3: RE
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
ience
d
u
a
t
h
g
i
r
e
e for th
g
a
s
s
e
m
t
h
The rig
Different aspects of our brand
will be relevant to different
people. For example our message
about fun and adventure will
be much more appealing to
young people aged 6-14 (Fig 1.).
Materials aimed at young people
aged 14-25 would continue to
focus strongly on adventure and
challenge, fun and friendship.
The positive impact becomes
increasingly prominent (Fig 2)
FIG 1. young people aged 6-14
FIG 2. young people aged 14-25
FIG 3. adult volunteers
FIG 4. POTENTIAL DONORS
Our message about fun
and friendship we know is
important when attracting
new adult volunteers (Fig 3).
The evidence of our positive
impact we know is important
to potential donors (Fig 4).
Key:
Everyday Adventure
Fun and friendship
Positive impact
While it is important
to represent all aspects
of our brand, think
about who you are
speaking with and
tailor the emphasis
accordingly.
10
4:
www.scouts.org.uk/BRAND
BE RING.
I
P
S
IN
res
u
t
c
i
p
n
i
g
n
Scouti
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
When talking or writing about Scouting,
try and capture the energy, passion and
commitment of our young people and adult
volunteers. Often the best way of doing this
is in pictures. Don’t forget your images need
to reflect fun, challenge and adventure. Go
for active rather than ‘grip and grin’ and
‘football team’ style shots. You know the
ones we mean!
12
Our colour Palette
ABCDEFGHIJKLMNOPQRSTU
VWXYZ abcdefghijklmnopq
rstuvwxyz
If you cannot find a suitable
template then email
[email protected]
and we will add it to the list of
items to develop.
Scout Black
Pantone® Printers Black
Our fonts
As well as our logo, we use a
coporate font, called The Serif:
Use our print centre
So members do not need to go to
the expense of buying the font,
we have created a wide variety
of on-brand templates available
free of charge on the print centre.
You can access this by logging
in at www.scouts.org.uk and
choosing Print Centre from the
‘My Tools’ menu. You can select a
template for a poster for example,
enter your own details and create
a PDF. You do not need to own
a copy of the font to use this.
Scout Grey
Pantone®430
IRE
H
S
ORD
F
HERT
It is important we do not crowd
the logo; it should be given
sufficient clear space around it
(the height of the fleur de lys on
all sides) and it should appear on
a plain, uncluttered background.
Headlines on documents are
most commonly produced in
The Serif Black in uppercase.
However you can also
use Arial and Frutiger for
headers and body text.
Scout Blue
Pantone® 7469
Our logo
We now use the single colour
purple logo to represent
Scouting. You can create your
own local version of the logo
free of charge at The Scout
Association’s Print Centre at
www.scouts.org.uk/brand
Our full brand guidelines are
also available at the same place.
This is used mainly in designed
documents such as annual
reports, posters and flyers.
Scout Orange
Pantone® 166
Scout Mauve
Pantone® 2425
k
How we loo
So everyone knows
we are part of the
same Movement,
it’s vital we share a
similar look and feel.
14
The volunteers’ guide to The Scout Association’s
brand and visual identity
Scout Green
Pantone® 377
BE ISTENT.
CONS
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
Scout Purple
Pantone® 2597
5:
www.scouts.org.uk/BRAND
Branded Word templates
are also available at
www.scouts.org.uk/brand For
normal body text in newsletters
and letters, please use Arial,
which is available on most PCs.
Colours
We also have a fixed set of colours
(our colour palette). Again this
helps the public recognise us at
a glance. For all resources aimed
at people outside Scouting we
use Scout Purple (Pantone 2597)
and Scout Green (Pantone 377)
as these colours are already
associated with Scouting.
The other colours form our
secondary pallete and are
used for clarity and variety in
Scouting publications. These
are Scout mauve (Pantone
2425) Scout orange (Pantone
166) Scout blue (Pantone 7469)
Scout grey (Pantone 430) and
Scout black (Printers’ Black).
QUESTION
Which logo should I
use on our Scout HQ?
Answer:
The single colour,
purple version
QUESTION
Why do we put the
logos and titles on a
six degree angle?
Answer:
It is simply to help
us stand out from
the crowd.
6:
www.scouts.org.uk/BRAND
E
V
I
T
I
S
O
BE P CHALLENGING.
ANwD
e talk
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
16
How
HOW WE TALK
– your checklist
Just as a person has their own way of speaking, so too does
Scouting. Although we are made up of over 500,000 different
voices, when we speak as a Movement it should be with one voice.
This will help us make ourselves heard when we want to talk about
important issues like improving young people’s lives, volunteer
recruitment and providing safe and exciting adventures.
THE WAY WE TALK needs to:
• put our personality across
quickly and effectively – we
are fun, friendly, challenging
and adventurous
• help us articulate our ideas
in clear, inspiring and
persuasive ways
• help us stand out from
the crowd
Remember, the way we speak
is part of what makes us who
we are: positive, challenging,
friendly, informal and surprising.
It expresses our values as a
Movement that is committed
to providing fun, challenge and
everyday adventure to young
people of every background.
We call this tone of voice
positively challenging.
It’s positive
• because we believe we can
change lives for the better
• because we are confident
about our ability to provide
everyday adventure
• because we’re optimistic
about the future.
It’s challenging
• because we’re honest that
our work is not always easy –
and there’s always more to do
• because we know that people
have misconceptions about
Scouting that we need to
challenge
• because we want to challenge
negative perceptions about
young people.
Here’s an example of our
tone of voice in action:
You’re not paying for a
canoe; you’re funding a
future.
We don’t just climb
mountains, we move them.
You can’t change the
world in a day. But
together we can.
Up to much on Thursday?
Fancy 30 million new
friends?
3Don’t write long, descriptive
HOW WE TALK:
Positive
Challenging
Friendly
Informal
Surprising
paragraphs, use unexplained
abbreviations or include
unnecessary detail.
3If a picture can say something
better than in words, then use a
picture instead.
3Scouting is fun and adventurous
– this should be reflected in your
copy too.
3Don’t just write to fill up space
on a page.
3Believe in what you say and say
what you mean.
3Focus on great ideas and positive
results, although don’t be afraid
to point out areas where we need
to do better.
3Be simple and truthful.
3Do follow our style guide
which is available at
www.scouts.org.uk/styleguide
3Remember, our voice should be
positively challenging - we are
positive about the future but
challenging ourselves to make
it better for young people.
www.scouts.org.uk/BRAND
BE
.
E
V
I
S
U
L
C
7: IN
amily
f
g
n
i
t
u
o
c
S
whole
r
u
o
g
n
i
w
o
Sh
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
8:
The volunteers’ guide to The Scout Association’s
brand and visual identity
BE RISING.
SURP
ting
u
o
c
S
t
u
o
b
ptions a
e
c
n
o
c
s
i
m
g
Challengin
If people in your area still think that
Scouting is all knobbly knees, big hats and
woggles, why not surprise them with a few
facts. Did they know that Scouting has been
growing for the last seven years, that most
people are no more than a mile from their
nearest Scout meeting place and that we
offer more than 200 activities?
Scouting is for girls
and boys, young
and old, all faiths
and backgrounds.
Anyone who accepts Scouting’s
principles can be a Scout.
Are you doing everything
you can to promote this?
The Scout Association’s Black,
Minority and Ethnic (BME)
membership is growing (to
4.7% in 2009/10) but there is
more work still to do before
Scouting fully reflects the
diversity our local communities.
18
DID YOU KNOW?
• There are now more than
half a million members
of Scouting in the UK
• Scouting in the UK has been
growing for the last seven years
• More young people do
adventurous activities as
Scouts than with any other
organisation
• Each year Scouts spend over two
million nights away from home
doing adventurous activities.
• The youngest person to walk
to the South Pole was a Scout
• Each year Scouts tackling
the Queen’s Scout Award
walk the equivalent distance
of once around the world.
• 11 of the 12 people to walk on
the moon were once Scouts.
• John Lennon and Paul
McCartney were both Scouts
(inspiring a better quality of
campfire song)
• You are never more than
10 miles from a Scout
Meeting Place
• The Scout Association is part
of a worldwide movement
of 31 million Scouts
9:
.
N
E
E
BE S
www.scouts.org.uk/BRAND
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
prove it
’s
t
e
l
;
l
a
i
c
e
We’re sp
There are a wide variety of tools and resources to help you
project a positive and adventurous image of Scouting.
At your next presentation, why
not show the video ‘Think you
know Scouting? Think Again.’
It’s Scouting in a nutshell and
puts forward a succinct case
for the need for more adult
volunteers. You can also show
‘Think you know Scouting? Take
a closer look", which presents the
positive impact we have in our
communities.’ Download both
from www.scouts.org.uk/brand
You’ll also find:
• Scout posters, flyers and
banners that your can
personalise and print, log into
our print centre on
www.scouts.org.uk/brand
using your normal username
and password
• Video, including messages
from Bear Grylls, Chief
Scout, to use in your local
communications.
• Branded Word templates
• Meeting place signage,
stationery, calendars and
photo-books. • Our full design guide can
be found at
www.scouts.org.uk/brand
• Images (including cut out
images)
It’s our passion for
Scouting that will
enthuse others; let’s
talk to people outside
Scouting and your
enthusiasm will
inspire others to
join the adventure.
All of the above can be accessed
at www.scouts.org.uk/brand
Feedback
& questions
Please email:
[email protected]
K
N
I
TH N.
I
A
G
A
20
10:
www.scouts.org.uk/BRAND
B-P and
.
lls
y
r
G
Bear
iration
p
s
n
i
d
n
a
s
Quote
ounder
) was the F
rt
o
h
s
r
fo
ell (B-P
ut. He
Baden-Pow
t Chief Sco
rs
fi
r
u
o
d
dventure
g an
as about a
of Scoutin
w
g
n
ti
u
o
. He was
at Sc
ckgrounds
believed th
a
b
ll
a
f
o
we
people
g together
in
rk
o
for young
w
y
b
ced that
ce. Here are
also convin
a better pla
d
rl
o
w
e
e th
ting.
could mak
ts on Scou
h
g
u
o
th
is
some of h
f
l objective o
a
e
r
e
h
t
is
ir
ss.’
‘The open-a
o its succe
t
y
e
k
e
h
t
d
Scouting an
eadly dull.’
d
is
e
r
u
t
n
e
t adv
‘Life withou
nock
re, it can k
e
h
t
is
it
ir
p
s
le”.
‘If the right
rd “impossib
o
w
e
h
t
f
o
the “im” out
ching as
ur is as cat
o
m
u
h
d
o
o
‘G
s.’
the measle
self
prepare him
o
t
t
h
g
u
o
t
u
ry and
‘Every Sco
of his count
n
e
iz
it
c
d
o
to be a go
.’
of the world
, but it is
g to be good
in
h
t
e
m
o
s
‘It is
to do good.’
far better
HOW TO TALK ABOUT SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
Bear Grylls – adventurer, author and
TV presenter, is our current Chief
Scout. Here are some quotes which
you can use in your materials.
500,000 members
“areScouting’s
an inspiration. It’s great to
see it. It’s all about friendship
and fun and adventure – people
who might not normally have
the chance for adventure.
Scouts are shining lights
in their communities.
“
”
Every child has the right to an
adventure. Life is about grabbing
opportunities. The prizes don’t
always go to the biggest, the
best and the strongest – they
go to those who persevere.
These are simple life lessons
that Scouting teaches.
”
Two things matter in life:
“following
your dreams and
looking after your friends. This
is what I love about Scouting.
It’s about doing great things,
loving and enjoying the
great adventures and helping
others to do the same.
Scouting provides a
“second
family to lots
of young people. It’s
a safe place where
they can aspire
and grow.
”
”
22
www.scouts.org.uk/BRAND
I NEED A QUICK
DEFINITION OF
SCOUTING...
BE PREPARED
HOW
TO TALKFOR
ABOUT
ADVENTURE...
SCOUTING
10 simple ways to be on brand
The volunteers’ guide to The Scout Association’s
brand and visual identity
Scouting offers fun and friendship,
challenge and everyday adventure
to 400,000 girls and boys across
the UK. We have a positive impact
on young people, our 100,000 adult
volunteers and the communities in
which we live.
24
Scouting offers fun and friendship,
challenge and everyday adventure
to 400,000 girls and boys across
the UK. We have a positive impact
on young people, our 100,000 adult
volunteers and the communities in
which we live.
Scouting offers fun and friendship,
challenge and everyday adventure
to 400,000 girls and boys across
the UK. We have a positive impact
on young people, our 100,000 adult
volunteers and the communities in
which we live.
Offering over 200 different
activities from abseiling and
archery to drama, street sports
and water zorbing, Scouting helps
6-25 year olds grow in confidence,
achieve their full potential and
become active members of their
communities.
Offering over 200 different
activities from abseiling and
archery to drama, street sports
and water zorbing, Scouting helps
6-25 year olds grow in confidence,
achieve their full potential and
become active members of their
communities.
This is only possible through the
efforts of 100,000 volunteers who
also enjoy the fun and friendship
of Scouting. Trusted by nearly a
million parents each week, the
Movement welcomes members
from all backgrounds, faiths and
cultures. Special emphasis is
placed on bringing the Scouting
programme to young people who
currently do not benefit, particularly
those in inner cities, those in rural
areas and other disadvantaged
groups. The Scout Association is a
registered charity in the UK and
part of a worldwide movement of
31 million Scouts working for peace
and global friendship.
Feeling sociable?
Twitter, Facebook and YouTube
are some of the most powerful
ways to communicate our values
and inspire more people to join
the adventure.
Remember how we speak online
is just as important as in person
or on paper.
Think about who is listening in on
your conversations about Scouting
- the world is listening, not just
your Scouting friends.
• Avoid Scouting jargon
• Include at least two of our main
brand values
• Use our tone of voice - positive,
challenging and surprising
• Include a call to action or link
so people know how to get
involved
• Use exciting and adventurous
images and video
• Use our single colour purple logo
• Tell inspiring stories and speak
from the heart
R
O
F
S
K
N
THA NG AND
READILUCK!
GOOD
rand
k/b
scouts.org.u
Copyright 2012 The Scout Association Registered Charity number 306101 (England and Wales) and SC038437 (Scotland) Incorporated by Royal Charter