Be prepared for change... Scouts go in search of a new badge
Leaders say fleur-de-lis symbol used since 2001 is from a pre-digital age and means little to youngsters
THE Scout Association is to revamp its logo after deciding that the fleur-de-lis is “old-fashioned” and “means little” to a modern audience.
In a blogpost published yesterday, Tim Kidd, the body’s UK chief commissioner, said the “current, highly traditional fleurde-lis” is outdated and seems “from another time”.
He said: “While, of course, we will preserve the heritage of the fleur-de-lis in our brand, we need to look at how we can contemporise it while showing our relevance for the 21st century.”
A spokesman said the fleurde-lis would not be removed but “will remain as part of a new, contemporised logo when we announce our new brand”.
It is understood that it could undergo changes such as becoming a different colour, size or style. The current logo is purple with a “swoosh” shape and a small fleur-de-lis alongside the slogan “Be prepared”. Following consultation with more than 7,000 people, the organisation is planning an overhaul of all its branding to attract a more diverse set of volunteers and recruits.
Its brand, which was introduced in 2001, was “created in a pre-digital age”, Mr Kidd said, and respondents to the consultation said that they “had not heard of Scouting in a long time; that we are ‘invisible’ and that they associate Scouting with ‘something from the Eighties and Nineties’”. The change would affect both the logo and the appearance of the fleurde-lis in other locations such as on social media.
The rebrand will also involve a “more accessible, friendlier” font which would replace the current serif font family used across Scouting materials.
The charity’s board is due to assess the proposals later this month and, if approved they will be introduced in May. Mr Kidd added that its new look was particularly popular with mothers and with parents from black and minority ethnic communities, who said they would be 44 per cent more likely to volunteer and 69 per cent more likely to send their children to Scouts.
“That’s potentially a huge step forward for us as a movement committed to inclusivity,” he said.
“Of course, this doesn’t magically translate directly to more volunteers, but it does say to me that if we embrace the new brand and talk about skills for life, it’s going to be easier to grow Scouting and help us become more diverse.”
Mr Kidd said the new brand would be structured around the concept of “skills for life” because it made Scouting “relevant, distinctive and supportable”.
He said: “Fun, adventure and especially, the belonging you feel in Scouting, will still absolutely be part of our brand. But rather than talk about adventure as the key reason for parents to send their children or will talk about skills.
“We will talk about skills for life, show fun and adventure, and convey a sense of belonging.”
The Scout Assocation, the largest mixed volunteer-led movement for young people in the UK, said it was unable to share further details about the proposed changes to the brand ahead of its planned launch later this year.
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