World Scouting Unveils New Brand Identity, “Ready for Life
Kim Balogun Olamilekan Amos
Embracing a New Era World Scouting Unveils Fresh Brand Identity
On August 5, 2024, the World Organization of the Scout Movement (WOSM) introduced a revitalized brand identity, marking a significant milestone in its journey to remain a dynamic and inclusive global youth movement.
This rebranding effort is a testament to Scouting’s commitment to evolving with the times while staying true to its core values.
Honoring Tradition While Looking Forward
The iconic World Scout Emblem has undergone a thoughtful redesign. Maintaining its foundational elements the fleur-de-lys symbolizing guidance, stars representing truth and knowledge, and the circular rope denoting unity the emblem now features a modernized look that resonates with today’s digital era. This refreshed emblem will continue to be a symbol of belonging for Scouts worldwide, adorning uniforms, flags, and official documents.
Introducing the “Ready for Life” Tagline
Central to the rebranding is the new tagline, “Ready for Life,” encapsulating Scouting’s mission to equip young people with the skills and values needed to navigate life’s challenges.
This phrase complements the traditional Scout motto, “Be Prepared,” and will be featured across various languages, reflecting the movement’s global reach.
A Vibrant and Inclusive Visual Identity
The updated brand palette draws inspiration from nature, incorporating colors that represent oceans, forests, deserts, and flora.
“Scouting Purple” remains the primary color, now accompanied by a range of vibrant secondary hues. The introduction of the Scouts GT Planar typeface adds a modern touch, while the use of shapes and stitches in design elements pays homage to Scout badges and scarves, symbolizing connection and unity.
A Collaborative Effort
This rebranding initiative was the result of an extensive, participatory process involving feedback from Scouts, volunteers, and National Scout Organizations worldwide. Partnering with the creative agency Dragon Rouge, WOSM ensured that the new brand identity aligns with its vision of being the most inspiring and inclusive youth movement globally.
Spreading the Word
The new brand identity was unveiled through a comprehensive campaign, including a redesigned website, social media promotions, and a new line of merchandise. National Scout Organizations will experience the full impact of the rebranding during the 43rd World Scout Conference in Egypt.
For a detailed overview of the rebranding, visit the official announcement by WOSM
