The World Organization of the Scout Movement—World Scouting, for short—has a new brand identity. The organization, with over 50 million members worldwide, was formed to encourage and unify the Scouting movement around the globe.
The new lock-up is built from a newly simplified World Scout emblem and the organization’s shortened name. The emblem is a circular patch-like design that contains Scouting’s familiar fleur-de-lys, two stars representing truth and knowledge, and a circular rope tied with a central reef knot that represents the unity of all Scouts. Simplifying the emblem was not only important for digital use: the design is also reproduced in “low-res” machine-stitched embroidery on the Scout emblem patch that is worn on all Scout uniforms.
The brand’s new primary typeface is Scouts GT Planar. According to a Scouting press release, the face “is full of quirky details and distinctive characters that reflect the unique personality of Scouting. The type can allow us to communicate with gravitas and impact when needed, but also allows us to be fun and playful by using the type in a more creative and interesting way. We also use Noto Sans, a global font collection for writing in over 800 languages, both modern and ancient, for everyday use and digital applications.”
Secondary elements in the system are shapes that were inspired by the structure of the World Scouting emblem and of other Scout patches. Stitches are also part of the plan: they represent the many woven elements in Scouting, such as patches and neckerchiefs.
Scouting purple is the hero color. The secondary color palette is inspired by elements in the natural world, such as oceans, forests, deserts, and flora.