BSA Brand Identity

Telling the Scouting Story

Scouting Sub-Brands

BOY SCOUTING

Most boys avoid obstacles. Boy Scouts seek them. They live for any opportunity to display their abilities while learning new skills. Camping is fun. Surviving a downpour in the middle of the night is an adventure.

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    Cooking over a campfire is fun. Learning which wild berries are edible is survival. Spending a weekend in the woods is fun. Breaking camp without leaving a trace is admirable.

    These are invaluable experiences that can be had in Scouting. These are life lessons that transform today’s Boy Scouts into tomorrow’s leaders.

    Brand Platform

    Boy Scouts. Be Prepared—for anything.

POSITION AND IDENTITY

Position (or Selling Points)

    Emphasis on families/youth 11–13.

  • Through Boy Scouting, you can go places, test yourself, and have one-of-a-kind adventures you can’t get anywhere else.

Identity

The Boy Scouts of America Universal Emblem is generally used to indicate the Boy Scouting program and may be licensed for use on products or services for boys ages 11–18. It consists of a fleur-de-lis with eagle, shield with 13 stars and stripes, and two five-pointed stars, and is presented in a three-dimensional format. The ® registration mark should appear at the lower right corner of the trademark. The following are acceptable ways of reproducing the Boy Scouting program trademark:

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CUB SCOUTING

The best way to find out what you do best is to do it. Swing a bat. Pitch a tent. Build a Pinewood Derby® car. Cub Scouts are at that magical age where everything is new and possible and, most important, fun.

LogoThey live in a world of “firsts” — first home run, first campfire, first checkered flag — where their game plan is their imagination. Their most valuable reward is the friends they make for life and a parent’s proud smile. These are invaluable experiences that can be had in Scouting. These are life lessons that transform today’s Cub Scouts into tomorrow’s Boy Scouts.

Brand Platform

Cub Scouts®. Do Your Best. Have Fun Doing It.

Scouts

POSITION AND IDENTITY

Position (or Selling Points)

  • Emphasis on families/youth 7–11
  • Through Cub Scouting, you and your friends can see and learn fun, new things you can’t get anywhere else.

Identity

Consisting of the Wolf, the words “Cub Scouts,” and a fleur-de-lis, the emblem represents the Cub Scout helping the pack go and the pack helping the Cub Scout grow.

The following are acceptable ways of reproducing the Cub Scouting program trademark:

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VENTURING

Life is a series of tests. Shooting the rapids. Rappelling a cliff. Writing a resume. Each one can be a setback, or a chance to shine.

VenturingBSAWorking as a team, the young adults in every Venturing crew welcome the opportunity to pass these trials. A series of successes that build one upon another. Every person playing their role. No one more important than their partners. No challenge achievable without cooperation. These are invaluable experiences that can be had in Scouting. These are life lessons that transform today’s Venturers into tomorrow’s responsible adults.

Brand Platform

Venturing®. Challenge Yourself. Challenge Your World.
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Venturing

POSITION AND IDENTITY

Life is a series of tests. Shooting the rapids. Rappelling a cliff. Writing a resume. Each one can be a setback, or a chance to shine.

Position (or Selling Points)

  • (Emphasis on teens, coed 14–16)
  • Through Venturing, you and your friends can see the world and experience the adventure of Scouting.

Identity

  • Trademark: Consisting of a snow-capped mountain, crossbar, and “V” on a field of green, the emblem represents the challenges and achievements experienced in Venturing. The ® registration mark should appear at the lower right corner of the trademark.
  • Signature: The space between the elements should not be modified, and the ® registration mark should always appear.

The following are acceptable ways of reproducing the Venturing program trademark:

UseVenturing

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SEA SCOUTING

It’s about sailing a tall ship. Snorkeling. Swimming. And row, row, rowing a boat into one adventure after another. It’s the call of the sea—where Sea Scouting replaces ancient mariners with savvy crews of young sailors seeking thrills around every turn.

BePreparedSea Scouts learn a myriad of maritime skills while forging lifelong friendships. Every adventure is powered by tactical and technical knowhow learned while experiencing the real thing. All hands on deck involves rolling up sleeves and running a tight ship. Charting a course for success in any waters. Sea Scouting is an opportunity to sail into the future and beyond.

Brand Platform

Sea Scouting. Live the Adventure. Navigate the World.

SeaScouting

POSITION AND IDENTITY

Position (or Selling Points)

  • Emphasis on teens, co-ed 13-20
  • Through Sea Scouting, you and your friends can experience the adventures and challenges of sailing and make lifelong memories.

Identity

This trademark is used to represent Sea Scouting, a part of the Venturing program. The trademark consists of a blue anchor, a gold fleur-de-lis with eagle, shield with 13 stars and stripes, and two five-pointed stars. It is represented in a three-dimensional format. The registration mark should appear at the lower right corner of the trademark. The following are acceptable ways of reproducing the Sea Scouting trademark:

UsePosition

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