- Scouts of AmericaRebranding for the Boy Scouts of America.
- The overall goal was to return the power of Scouting to the boys, making the Scouts of America the only values-based youth development organization that is boy run. This was achieved by creating six new core values: leadership, achievement, character, service, education and the outdoors.
The biggest challenge was to eliminate the childish perception youth have about Boy Scouts. By removing the word boy, the organization becomes more desirable and timeless, appealing to the sense of adventure Scouts have. In a generation where kids are continually choosing computers over nature, Scouts make the decision to explore and are prepared for any challenge.
"I am a sucker for well-thought-out and crafted "brand design system" and this student work was particularly impressive. Starting with the research and identification of the challenge, then the big "brand idea", all the way to the creative application and development of not only a new logo – but a complete system of brand cues – including voice, imagery, colors, patterns and an aggressive set of applications that even included an app! This showed a real understanding of the process and a rich approach to developing tools to communicate the big idea to the desired audiences. Well done." –
AIGA A7 Judge: Connie Birdsall, Lippencott, NYC
- The Fleur De Lis from the original Boy Scouts of America logo was eliminated allowing the eagle to stand alone representing strength, perseverance and leadership. The typography has also been updated to a one of a kind typeface, Scout Condensed.
- Merit badges are awards earned by youth members of the Scouts of America, based on activities within an area of study by completing a list of periodically updated requirements. The purpose of the merit badge program is to allow Scouts to examine subjects to determine if they would like to further pursue them as a career or avocation.
The Boy Scouts of America’s merit badges were previously round. With the new Scouting of America, the merit badges take on a hexagonal shape. The six points of the badge stand for Scouting’s new core values: Leadership, Achievement, Character, Service, Education, and the Outdoors.
- The Scouts of America actively promote the principle of Leave No Trace Behind, a plan that helps people to be more concerned about their environment and to help them protect it for future generations. This principle was taken into account as the packaging is printed on recycled chipboard and uses minimal product within the design.
- In appealing to a boy’s desire for adventure, the Scouts of America utilize their merit badges in conjunction with their motto, Be Prepared, to show different opportunities that Scouting offers. These campaigns could be presented as posters, magazine ads, billboards, etc.
- Award: AIGA KC A7* Juror's Choice