on target - the scout association scout...on target a guide to the explorer scout brand and visual...

ON TARGET

A guide to the Explorer Scout

brand and visual identity

WELCOME

Let’s face it. By the age of 14, most young people know what they want. Explorer Scouts therefore have a big say in what they do, while being supported by adult volunteers. Explorer Scouts, who are aged between 14 and 18:

• get to try activities such as power boating, sailing, snow and motor sports

• deliver campsite services - running activities or helping with site maintenance

• fundraise and help in the community

• go on camping expeditions in the UK and abroad

• go for The Queen’s Scout Award, Duke of Edinburgh Bronze, Silver and Gold and the Explorer Belt (a 10 day challenge abroad) – all recognised by universities and employers

• train as Young Leaders – working with an experienced adult, they learn how to run activities for young people aged 6 - 14.

POSITIVE IMPACT

OUR BRAND

VALUES

FUN AND

FRIENDSHIP CHALLENGE AND ADVENTURE

LOGO

OVERVIEW

Minimum size: 25mm

Mono logo Exceptional mono logo

Secondary logo

Primary logo

The Scout Association logo

Primary logoThe Explorer Scout logo is the stamp of quality and approval on all resources, communications and merchandise. It is our signature. To ensure it is easily recognised it must be reproduced accurately and consistently.

The primary version of the logo is shown on the right. This full colour logo is always the preferred version.

The logos should always be reproduced from a master reference. This is available in eps, jpeg and gif format at www.scouts.org.uk/brand.

Black & white logosOn occasion, it will not be possible to use the standard logo formats. In these situations, the black and the white version of the logo is permitted.

Minimum sizeTo ensure legibility, the minimum size for reproduction of the logo is 25mm.

Breathing spaceTo ensure our logo has a strong impact, we have created an exclusion zone around it. This is calculated using the letter X from Explorer, twice. Please ensure that no other graphic elements (such as text or imagery) intrude into the clear space exclusion zone.

The Scout Association logo

All Explorer Scout materials should be endorsed by The Scout Association logo. This should appear on the reverse of Explorer materials. Where this is not possible, for example in digital communications, please ensure it appears secondary to the Explorer logo. You may not be able to open certain logo formats on your computer but designers and printers will have the appropriate software to do so.

Use with other logos

If the Explorer logo needs to be used alongside other logos (such as the Scout Section logo for example) the same rules for minimum clearance around the logo should be followed.

File formatseps/ai: all professionally printed documents and applications jpeg: Microsoft programmes gif: online usage

http://www.scouts.org.uk/brand

LOGO

MISUSE

EXPLORER

Please don’t try this at home!Please treat the Explorer Scout logo with respect. It can only gain recognition if we use it consistently.

Please adhere to the following rules:

1. Never change the colour of the logo or add a filter. 2. Never apply the logo on a colour of similar contrast. 3. Never remove any elements of the Explorer logo. 4. Never distort the Explorer logo. 5. Never change the Explorer logo typeface. 6. Never change the angle of the Explorer logo.

Our typefaces are integral to our visual identity. They allow us to convey the personality of our brand even when no other elements are present.

FrutigerOur primary typeface is called Frutiger. It has been chosen for its simplicity and legibility. It is available in a variety of weights. Frutiger can be used for headings, subheadings and body copy when producing Explorer Scout materials.

ExplorerThis typeface has been chosen for its adventurous personality. It is available in a single weight and should only be used in uppercase. Explorer should be used for headings and areas of interest when producing Explorer Scout materials. Please DO NOT overuse.

ArialArial is used in day to day documents and communications such as emails and Microsoft Office applications including PowerPoint and Word.

VerdanaVerdana is our web typeface.

Frutiger 57 Condensedabc abc abcFrutiger65 Bold

Frutiger75 Black

Frutiger46 Light Italic

EXPLORERThe Explorer font is used to add personality to our communications. This font should only be used for headings and for areas of special interest.

TYPEFACES

COLOUR

Our colour palette has been chosen to create a distinctive and identifiable look and feel. The colours are tonally striking in order to engage with our target audience.

Black may also be used for text and where colour reproduction is not available. White may be used for text on dark colours and for background areas.

The following breakdowns must always be used to ensure a consistent appearance.

PrintItems will either be printed in 4 colour using CMYKbreakdowns or PMS Colours.

DigitalColours on screen will require use of RGB breakdowns. When creating pages for the internet please use HTML breakdowns.

PANTONE®357 C

HTML 1C5631

R 28 C 84G 86 M 41B 49 Y 87 K 37

PANTONE®2955 C

HTML 003763

R 0 C 100G 55 M 81B 99 Y 31 K 23

PANTONE®356 C

HTML 007833

R 0 C 92G 120 M 24B 21 Y 98 K 10

PANTONE®WARM GRAY C

HTML 85776F

R 133 C 51G 119 M 49B 111 Y 49 K 12

PANTONE®397 CVC

HTML C1BB00

R 193 C 33G 187 M 14B 0 Y 100 K 0

PANTONE®2995 C

HTML 00A7E1

R 0 C 80G 167 M 9B 225 Y 0 K 0

PANTONE®467 C

HTML D6BA8B

R 214 C 19G 186 M 27B 139 Y 49 K 0

PANTONE®BLACK PROCESS

HTML 231F20

R 35 C 30G 31 M 0B 30 Y 0 K 100

PANTONE®2945 C

HTML 004A97

R 0 C 100G 74 M 72B 151 Y 9 K 1

The illustration style for Explorer Scout materials uses a mixture of line drawings and photography. A cut-out image has a white offset line based on the silhouette added behind the main image. The weight and offset will depend on the size of your image; use this example as a guide.

The background has a simple black and white tracing multiplied on top, which is then coloured dark green (Pantone 357)

All images should demonstrate the fun, challenge and adventure of Scouting.

ILLUSTRATION

PHOTOGRAPHY

Photography is also important in our communications. Imagery should be active and fun. We want to show the diverse and adventurous aspects of Scouting. It is important that the photography complements our typography across all materials.

Try to avoid the use of staged presentation shots (‘grip and grin’), static group shots, shots of people’s backs or excessive use of uniform shots.

Good example 1

Good example 2 Good example 3

It doesn’t just matter what we say, it’s how we say it. Spend a little time getting your copy right. Remember to keep it positive, informal and encouraging.

One river, four barrels, one hour. Up for it?We’ve got the equipment if you’ve got the time. Join young people your age and tackle one of the toughest river crossing challenges in the UK. You don’t have to be an expert (and you don’t have to be a Explorer Scout) but yes, you will get wet. Bring your friends and find out what adventure really means.

Scout Section Activity Notification A water activity will take place on Saturday 5 July. It is open to Explorer Scouts plus others who have expressed an interest. Please note that a change of clothes is a requirement. This also represents a recruitment opportunity.

INFORMAL ENCOURAGING

POSITIVE

TONE OF VOICE

THE BRAND

IN PRACTICE

Materials for young people

Here are some examples of Explorer Scout resources for young people.

For more information visitwww.scouts.org.uk/joinor [email protected]

NEW SET OFWHEELS.New skills and activities, friends who are on your wavelength, plus volunteering opportunities and useful experience for your CV... Explorer Scouts offers all these things and more. If you want more out of life and are not happy to settle for second best, then you’ll love what we do.

Give it a try, you won’t regret it.

© Copyright 2012 The Scout Association Registered Charity number 306101 (England and Wales) and SC038437 (Scotland)

JUST HANGING OUT.New skills and activities, friends who are on your wavelength, plus volunteering opportunities and useful experience for your CV... Explorer Scouts offers all these things and more. If you want more out of life and are not happy to settle for second best, then you’ll love what we do.

Take the leap, you won’t regret it.



GIRLS NIGHT OUT.


New skills and activities, friends who are on your wavelength, plus volunteering opportunities and useful experience for your CV... Explorer Scouts offers all these things and more. If you want more out of life and are not happy to settle for second best, then you’ll love what we do.

Come on over, you won’t regret it.


GAME OF ARROWSANYONE?


New skills and activities, friends who are on your wavelength, plus volunteering opportunities and useful experience for your CV... Explorer Scouts offers all these things and more. If you want more out of life and are not happy to settle for second best, then you’ll love what we do.

Aim high, you won’t regret it.


PASSING IT ON.New skills and activities, friends who are on your wavelength, plus volunteering opportunities and useful experience for your CV... Being a young leader offers all these things and more. If you want more out of life and are not happy to settle for second best, then you’ll love what we do. Volunteer, you won’t regret it.



GAME OF ARROWS

ANYONE?

For more information visit

www.scouts.org.uk/join

or contact

[email protected]

© Copyright 2012 The Scout Association

Registered Charity number 306101 (England and Wales) and SC038437 (Scotland)

JUST HANGING OUT.



on target - the scout association scout...on target a guide to the explorer scout brand and visual...

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