BSA Brand Identity

Telling the Scouting Story

BSA Extensions


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.


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


Order of the Arrow

OrderArrowValue Proposition

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


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


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.