Purpose .......................................................................................................................1
Theme ..........................................................................................................................2
Brand Promise, Unique Selling Proposition, Vision, and Mission ...............................3
Theme Components .................................................................................................... 4
Brand Position, Personality, and Communication Elements .......................................5
Corporate Trademark ..............................................................................................6
Corporate Signature ................................................................................................ 7
Boy Scouting ...............................................................................................................8
Brand Platform ........................................................................................................8
Position and Identity ...............................................................................................9
Cub Scouting ............................................................................................................10
Brand Platform ......................................................................................................10
Position and Identity .............................................................................................11
Venturing ...................................................................................................................12
Brand Platform ......................................................................................................12
Position and Identity .............................................................................................13
Sea Scouting .............................................................................................................14
Brand Platform ......................................................................................................14
Position and Identity .............................................................................................15
Scouting Architecture ................................................................................................ 16
BSA Extensions Brand Positioning ...........................................................................17
BSA Identity Guidelines .............................................................................................18
Council, Group, Department, and Team Designation ...........................................18
Fonts .....................................................................................................................19
Corporate Identity .................................................................................................20
Stationery and Signature.......................................................................................21
Signage .................................................................................................................22
Patches .................................................................................................................23
Branded Products .................................................................................................23
Uniforms ................................................................................................................24
Trademark and Logo Protection ...........................................................................25
Multimedia Guidelines ...............................................................................................26
Web Design ........................................................................................................... 26
Web Content .........................................................................................................27
Key Considerations for Social Media ................................................................... 28
Photography and Video ........................................................................................29
PowerPoint Presentations ..................................................................................... 30
The Language of Scouting ........................................................................................31
