Squirrels, the first new addition to Scouts since the 1980s, was given a new identity that is both historically based and contemporary. Supple Studio looked back to the birthplace of Scouting, on Brownsea Island. “It felt appropriate to use the island’s flora and fauna as inspiration for the visual language and color, especially as Brownsea is home to a brood of rare red squirrels,” says Supple creative director Jamie Ellul.
The animal’s bushy tail forms the S in Squirrels. Of course, red was chosen as the main brand color. Rather than reply on design cues that a school or other institution might offer, Supple instead looked to popular fashion design and lifestyle brands.
https://www.designweek.co.uk/supple-studio-squirrels-scouts/