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Scouts to rebrand because current fleur-de-lis logo is ‘old-fashioned’

The Scout Association is to rebrand its old logo having decided that the current fleur-de-lis is “old-fashioned” and “means little” to a modern audience. 

In a blog post published on Friday UK Chief Commissioner Tim Kidd said the “current, highly traditional Fleur-de-lis” is outdated and seems “from another time”.

“While, of course, we will preserve the heritage of the Fleur-de-lis in our brand, we need to look at how we can contemporise it while showing our relevance for the 21st century,” Mr Kidd added. 

A spokesman said the fleur-de-lis would not be removed but “will remain as part of a new, contemporised logo when we announce our new brand”. 

It is understood that it could undergo changes such becoming a different colour, size or style. 

The current logo is purple with a “swoosh” shape and a small fleur-de-lis alongside the slogan “be prepared”. 

Fun, adventure and especially, the belonging you feel in Scouting, will still absolutely be part of our brand. But rather than talk about adventure as the key reason for parents to send their children or volunteer, we will talk about skills.

Following consultation with more than 7,000 people, the organisation is planning an overhaul of all its branding to attract a more diverse set of volunteers and recruits.

Its current brand, which was introduced in 2001, was “created in a pre-digital age”, Mr Kidd said, and respondents to the consultation said they “‘had not heard of Scouting in a long time’; that we are ‘invisible’ and that they associate Scouting with ‘something from the 80s and 90s’”. 

The change would affect both the logo and the appearance of the fleur-de-lis in other locations such as on social media. 

The rebrand will also involve a “more accessible, friendlier” font which would replace the current Serif font family used across Scouting materials. 

The current logo

The charity’s board is due to assess the proposals later this month and if approved they will be introduced in May. 

Mr Kidd added that its new look was particularly popular with mothers and with parents from black and minority ethnic communities, who said they would be 44 per cent more likely to volunteer and 69 per cent more likely to send their children to Scouts.

“That’s potentially a huge step forward for us as a movement committed to inclusivity,” he said.

“Of course, this doesn’t magically translate directly to more volunteers, but it does say to me that if we embrace the new brand and talk about skills for life, it’s going to be easier to grow Scouting and help us become more diverse.”

The soldier who founded the Boy Scouts in 1908, Robert Baden-Powell, in 1920 

Credit:
Hulton Deutsch
/Corbis Historical 

Mr Kidd said the new brand would be structured around the concept of “skills for life” because it made Scouting “relevant, distinctive and supportable”. 

He said: “Fun, adventure and especially, the belonging you feel in Scouting, will still absolutely be part of our brand. But rather than talk about adventure as the key reason for parents to send their children or volunteer, we will talk about skills. We will talk about skills for life,  show fun and adventure, and convey a sense of belonging.”

The Scout Assocation said it was unable to share further details about the proposed changes to the brand ahead of its planned launch later this year. 

Girlguiding rebranded in 2013, dropping “UK” from its name and introducing a new speech bubble shaped logo. 

Article Source : https://www.telegraph.co.uk/news/2018/03/09/scouts-rebrand-current-fleur-de-lis-logo-old-fashioned/

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