BSA Brand Identity

Telling the Scouting Story

BSA Extensions

EXTENSIONS BRAND POSITIONING

National Scouting Museum

NationalScoutingValue Proposition 

The National Scouting Museum is committed to preserving the rich, 100-plus-year history of the Scouting movement by collecting, organizing, preserving, and displaying some of Scouting’s greatest treasures.

Mission 

To preserve the legacy of Scouting and promote the movement to future generations.

Brand Vision 

Making our country better

Brand Personality 

Legacy, historical, whimsical, fun

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Order of the Arrow

OrderArrowValue Proposition

Scouting’s national honor society recognizes Scouts and Scouters whoexemplify the Scout Oath and Law in their daily lives and provideencouragement for others to live these ideals as well.

Mission

The mission of the Order of the Arrow is to fulfill its purpose as an integral part of the Boy Scouts of America through positive youth leadership under the guidance of selected capable adults.

Brand Vision 

Develop leaders with the willingness, character, spirit, and ability to advance the activities of their units, our Brotherhood, Scouting, and ultimately our nation.

Brand Personality 

Honorable, cheerful service, environmental stewardship, camping spirit

COUNCIL, GROUP, DEPARTMENT

Just as the pack is there for the Cub Scout, the National Council supports the local councils, groups, departments, and teams. Consistency builds a better message and a stronger brand. Either of these variations should be used on all communications.

BoyScoutsCouncil

BoysScouts