BSA Brand Identity

Telling the Scouting Story

Corporate Trademark

Corporate Trademark

LizConsisting of a fleur-de-lis with eagle,
shield with 13 stars and stripes, and two
five-pointed stars, the Boy Scouts  of
America corporate trademark should
be used to establish the organization’s
identity in a product’s use or immediate
area of distribution. The ® registration
mark should appear at the lower right
corner of the trademark.

Logos

CORPORATE SIGNATURE

The space between the elements should not be modified, and the ® registration mark should always appear.
The following

BoyScoutsAmerica

The following are acceptable ways of reproducing the Boy Scouts of America corporate signature:

ColorLogo

ScreenReversed UnacceptableUsage

 

THE ACTIVITY GRAPHIC

The basic idea of a corporate identity is instant recognition through certain colors, images, and words used to harmonize the relationship of the organization and its councils.

The Boy Scouts of America corporate identity includes an activity graphic that depicts Scouting adventures. The silhouetted activity graphic is used primarily in blue on stationery and e-signatures, but can be used in other iterations as detailed in this section. Approved graphics and descriptions or other appropriate images are described here as well.

The activity graphic should always be anchored at the bottom of the page when used on letterhead, general stationery items, and business cards.

 UnacceptableUsageGraphic

PREPARED. FOR LIFE.® TRADEMARK

Prepared. For Life.®
The Prepared. For Life.® tagline is to be used in conjunction with the corporate trademark, but does not replace the corporate trademark. The space between the elements should not be modified, and a ® trademark symbol should always appear.

Prepared. For Life.® Usage
The Prepared. For Life.® tagline is available in three versions: stacked, horizontal, and text only. It should be placed on all BSA communications, literature, and products.

The following are acceptable ways of reproducing the Prepared. For Life.® tagline:

Acceptable Unacceptable

 

PREPARADOS PARA EL FUTURO.®

Preparados para el futuro.®
The Preparados para el futuro.® tagline is to be used in conjunction on Spanish-language collateral only. The tagline should be used with the corporate trademark, but does not replace the corporate trademark. The space between the elements should not be modified, and a ® trademark symbol should always appear.

Preparados para el futuro.® Usage
Preparados para el futuro.® tagline is available in three versions: stacked, horizontal, and text only. It should be placed on all Spanish-language BSA communications, literature, and products.

The following are acceptable ways of reproducing the Prepared. For Life.® tagline:

Aceptable Inaceptable

TRADEMARK

Trademark and Logo Protection

The trademarks and logos of the Boy Scouts of America are protected by a 1916 act of Congress (36 U.S.C. 27) as well as by a variety of registrations with the U.S. Patent and Trademark Office. The 1916 act specifically gives the Boy Scouts of America the sole and exclusive right to use emblems, badges, descriptive or designating marks, and words or phrases the corporation adopts.

These and all art or logotypes obtained from the Boy Scouts of America National Council are the exclusive property of the Boy Scouts of America and must be used and displayed as shown in this manual or official artwork unless otherwise stated in writing from an authorized officer of the Boy Scouts of America National Council. In other words, they must appear with any ownership symbols exactly as received, and no additional symbols are to appear in connection with them. If the manual or official artwork indicates the artwork or logotype is the subject of a U.S. trademark registration certificate, it should appear with the ® symbol. It is customary that the ® symbol is used once in the headline of an advertisement (if it is used in an ad or a poster) and then the first time it is used in the text. The ® symbol is placed on the upper right of the last letter of the trademark (if it is a word mark) or on the lower right of the symbol (if it is a design mark) and in a size that is approximately one-third the size of the largest letter or element in the trademark (but never so small that it can’t be read).

An attribution statement must be placed at the bottom of any advertisement or poster that clearly indentifies trademarks or design marks of the Boy Scouts of America. This might read as follows: “BE PREPARED is a registered trademark of the Boy Scouts of America.” For additional guidance, visit www.scouting.org/licensing.

If you have any questions concerning correct trademark usage, please contact Brand Management at the National Council for further guidance.

While

THE LANGUAGE OF SCOUTING

CaptureThis reference is the Boy Scouts of America’s definitive resource on terms and style specific to Scouting and this organization. The Language of Scouting encompasses style, usage, grammar, and spelling norms observed by the Boy Scouts of America and used by the Marketing Group and Communication Services Department at the national office.

These standards have been developed so that the BSA can disseminate resources and other information in the most professional, consistent, coherent, and uniform manner for all forms of communication— printed, electronic, and so forth.

Scouting terms are based in part on the Charter and Bylaws and Rules and Regulations of the Boy Scouts of America. Grammar, spelling, style, and usage decisions are based on the latest editions of the following references, in order of preference: Merriam Webster’s Collegiate Dictionary, The Associated Press Stylebook, and The Chicago Manual of Style. Turn to these references (in the given order) for further reference. However, the Language of Scouting always takes precedence.

View the Language of Scouting website for more information.

BSA CORPORATE FONTS

When it comes to fonts, you’ll find cleaner is better by using these approved and widely available typefaces. For guidance specific to digital media, read the Digital Guidelines which follow.

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