Boy Scouts of America

Brand Guidelines
Last revised July 2019
BSA Brand Guidelines
 Table of Contents
Corporate Brand Scouting Sub-Brands Digital Guidelines
Scouting Architecture 6 Scouts BSA 32 Guiding Principles 44 WEBSITES 69
Prepared. For Life. 
®
7 Position and Identity 33 Web Policies 45 Information Architecture 70
Vision and Mission 8 Cub Scouting 34 TYPOGRAPHY 46 Responsive Design 71
Brand Position, Personality, and Communication Elements 9 Position and Identity 35 Typefaces for Digital Projects 47 Forms 72
Corporate Trademark 10 Venturing 36 Hierarchy 48 Required Elements 73
Corporate Signature 11 Position and Identity 37 Best Practices 49 Real-World Examples 74
The Activity Graphic 12 Sea Scouting 38 Typography Pitfalls 50 MOBILE 75
Prepared. For Life.® Trademark 13 Position and Identity 39 DIGITAL COLOR PALETTES 51 Interface Design 76
Preparados para el futuro. ®
14 Primary Boy Scouts of America Colors 52 Using Icons in Apps 77
15
BSA Extensions 53
Trademark and Logo Protection Secondary Boy Scouts of America Colors Mobile Best Practices 78
BSA Corporate Fonts 17 BSA Extensions Brand Positioning 41 Cub Scouting 54 Resources 79
PHOTOGRAPHY 18 Council, Group, Department, and Team Designation 42 Scouts BSA 55 Real-World Example: BSA Camp Registration App 80
Photography 19 Venturing 56 EMAIL 81
Living Imagery 20 Sea Scouting 57 HTML Email 82
Doing Imagery 21 Choosing the Correct Color Palette 58 Email Signatures 83
Best Practices 22 IMAGERY 59 Email Best Practices 84
Image Pitfalls 23 Texture 60 ONLINE ADVERTISING 85
Resources 24 Icons 61 A Better Banner 86
REAL-WORLD EXAMPLES 25 CONTENT 62 Online Advertising Best Practices 87
Stationery and Signature 26 Tone and Voice 63 Real-World Examples 88
Signage 27 Tables and Charts 64 SOCIAL 89
Patches and Branded Products 28 LAYOUT AND DESIGN 65 Social Considerations & Standards 90
Uniforms 29 The Basic Recipe 66 Branding Social Sites 91
Presentations 30 The Overlay Effect 67 Share Images 92
The Diagonal 68 VIDEO 93
Cinematography 94
Title Cards 95
Music 96
BSA Brand Guidelines Real-World Examples 97
 Introduction
Consider this your compass to the Boy Scouts of
America brand.
Let’s set a course for success. Together we’ll find the best path
to maintaining the Boy Scouts of America® brand. For more
than 100 years, Scouting has been a symbol of adventure,
excitement, and achievement. Providing once-in-a-lifetime
experiences that prepare the next generation of boys and
girls for a lifetime of opportunity is serious business that
couldn’t be more fun.

Rappelling a cliff. Shooting the rapids. Creating a one-sided,

two-color recruitment flier. All can be a white-knuckle ride
if you aren’t outfitted with the proper gear. Have no fear. The
Brand Identity Guide contains all the tools you need to craft
messages that kids will want to hang on their bedroom walls.
If trademarks, fonts, and usage standards are your camp kit,
then our national theme is the square knot securely holding
the brand in place. So, Scout me in! Because together we’re
blazing a trail into the future.

BSA Brand Guidelines 3

 Purpose of This Document
The Scouting uniform is one of the most recognizable elements of the Boy Scouts of America
brand. Timeless, classic ... and uniform.
From Dallas to Des Moines, Scouts across America wear the same tan twill shirt, the same badges of rank, and the same style of neckerchief. Their troop and council badges may differ, but the
visual language is the same. This uniformity creates familiarity, and with it, admiration.

In that same spirit, we present to the world a unified look and feel in our brand “uniform.”

If we follow these guidelines, parents whose Scouts pick up a flier or visit one of our websites will know they can trust it when they see its distinctive color palette. Scouts will know exactly which
button to press when they want to share a photo with a fellow Scout. Donors will see their money spent efficiently, and without waste.

BSA Brand Guidelines 4

Corporate
Brand

BSA Brand Guidelines 5

 Scouting Architecture
Among the many leadership qualities each Scout learns is organization. Leading by example, the
Scouting family contains three brand groups:

Corporate Brand Scouting Sub-Brands BSA Extensions

Think of the Boy Scouts of America as the big brother of Little kids to young adults. Boys and girls. Shy or adventurous. These strategic business units are extensions of the Boy
Scouting. It’s the overarching brand of all other Scouting sub- From age 5 to 21, there’s a Scouting home for everyone, with Scouts of America brand that play a role in specific program
brands and brand extensions. room for advancement throughout the organization. initiatives and special events.

High-Adventure Bases

National Scouting Museum

Cub Scouting is Scouts BSA is Sea Scouting Venturing
for boys and girls, for boys and girls is for young men and is for young
from kindergarten aged 11 to 17 women aged 14 to 20 men and women
age to fifth grade. years old. years old interested aged 14 to 21
in experiencing the years old. National Scout Jamboree
adventure of sailing.

The Boy Scouts of America corporate brand is used for those projects and
properties which concern Scouting as a whole, or multiple sub-brands. Some elements of the
corporate brand are inherited by the four main BSA sub-brands shown here. Order of the Arrow

BSA Brand Guidelines 6

 More than a theme.
It’s our promise.
It was there when man first
walked on the moon. And when a
president struck a blow to an iron
curtain with a single speech. It
was there when Scouts across the
country rallied to provide relief in
the wake of Hurricane Katrina.
For more than 100 years, it has been in the heart of every Scout
who ever overcame one of life’s challenges. It is the value of being
prepared — the core of Scouting and a statement that inspires a
lifetime of character and service.

As we look to a new century of Scouting achievements, we light a

new fire in the next generation of Scouts. We shall instill in them
the honor and integrity that comes with being a Scout. We will build
their character and ensure they are prepared for something more.

We will prepare them for life.

BSA Brand Guidelines 7

 Vision and Mission
The best brand messages are also the simplest. Common purpose. Clear objectives. In just three words, the Boy Scouts of
America theme communicates the integrity, commitment, and enthusiasm of Scouting’s time-honored ideals.

• Boy Scouts of America Brand Promise: For people who care about what is happening to kids, Scouting is the fun,
exciting program that builds better young people.

• Unique Selling Proposition: Scouting’s programs and outdoor adventures prepare young people for
a lifetime of character and leadership.

• Boy Scouts of America Brand Vision: Making our country better

• Boy Scouts of America Brand Mission: To prepare young people to make ethical and moral choices over their
lifetimes by instilling in them the values of the Scout Oath and Law.

Prepared. For Life.® is the culmination of the effort that goes into delivering on the brand promise, vision, and
mission. It embodies the fun experiences and life lessons that only Scouting provides. Most important, it conveys
the confidence, dedication, and passion each Scout discovers to lead a successful life.

BSA Brand Guidelines 8

 Brand Position, Personality,
and Communication Elements
Built on strong character and values.
Like looking through a pair of binoculars, Prepared. For Life.® brings the goal of Scouting into focus. The beauty of the theme is its simplicity and directness. But it’s only as strong as the brand personality
and communication elements at its foundation. Crafting messaging on these enduring values will maintain consistency and clarity of the Scouting brand.

Brand Position Brand Personality Communication Elements

• Single-minded • Trustworthy Adventure: It’s a big world. Pack a map. Scouting is many youths’ introduction to the great outdoors
• Enduring • Adventurous and, most important, a lesson on their place in it. Now, let the adventure of a lifetime begin.

• Timeless • Patriotic
Leadership: Scouting builds leaders. Former Scouts sit on the boards of global corporations, walk
• A unifying element that leads • Faithful the halls of the White House, and have been known to occasionally go hiking on the moon. The life
to strong ideas that can be lessons they learn in Scouting help them make good decisions throughout life.
If a Scout walked up to you on the street, these are
executed across
the words you would use to describe his appearance
the marketing mix Learning: Many Scouts achieve more before the age of 18 than some people do in a lifetime. Best of
and attitude. Not to mention the fact that he’d offer
all, they do it to not only improve themselves, but also their communities and country.
• Differentiation to help you across the intersection and show you the
• Staking out a unique path of least resistance to your destination. These are Service: There are many paths to follow in life. With the invaluable guidance of adult leaders,
territory among competitors the human qualities that will forever make Scouting Scouts are better prepared to enjoy their lifelong journey that leads them to personal success.
in which to operate truly unique among all youth organizations.

BSA Brand Guidelines 9

 Corporate Trademark
Consisting of a fleur-de-lis with eagle, shield with Unacceptable Usage
13 stars and stripes, and two five-pointed stars, The following are unacceptable ways of reproducing the
Boy Scouts of America corporate trademark:

the Boy Scouts of America corporate trademark

should be used to establish the organization’s
identity in a product’s use or immediate area Do not Do not reproduce in
reproduce in a all red or colors such
of distribution. The ® registration mark should tint or screen. as pastels or neons.

appear at the lower right corner of the trademark.

Do not reproduce Do not

in color on a dark truncate.
background.

One Color Two Color Four Color (CMYK) Screen Usage Reversed
The gold fleur-
de-lis has been
retired and
should not
be used.

Black or any dark color may Red: PMS 186 Red: 0, 100, 81, 4 Red: #CE1126 White must be used.
be used. Blue: PMS 294 Blue: 100, 58, 0, 21 Blue: #003F87

BSA Brand Guidelines 10

 Corporate Signature
The space between the elements should not be modified, and the ® registration mark should always appear.
Unacceptable Usage
The following are unacceptable ways of reproducing the
Boy Scouts of America corporate signature:

Do not reproduce in all red or colors such as pastels or neons.

Do not alter the signature in any way, including changing

the typeface.

The following are acceptable ways of reproducing the Boy Scouts of America corporate signature:

One Color Two Color Four Color (CMYK) Screen Usage Reversed Do not reproduce in a tint or screen.

Do not reproduce in color on a dark background.

Black or any dark color may Red: PMS 186 Red: 0, 100, 81, 4 Red: #CE1126 White must be used.
be used. Blue: PMS 294 Blue: 100, 58, 0, 21 Blue: #003F87

BSA Brand Guidelines 11

 The Activity Graphic
The basic idea of a corporate identity is instant recognition through certain colors, images, and words used to harmonize the relationship of the
organization and its councils.
Unacceptable Usage
The following are unacceptable ways of reproducing the
The Boy Scouts of America corporate identity includes an activity graphic that depicts Scouting adventures. The silhouetted activity graphic is used Boy Scouts of America program trademark:
primarily in blue on stationery and e-signatures, but can be used in other iterations as detailed in this section. Approved graphics and descriptions
or other appropriate images are described here as well.

The activity graphic should always be anchored at the bottom of the page when used on letterhead, general stationery items, and business cards.

Do not reproduce in Do not reproduce in

a tint or screen. all red or colors such
as pastels or neons.

Do not reproduce in color

on a dark background.

Acceptable Usage

Two-way graphic split: can be cropped to a piece of the folio Four-way graphic split: can be cropped to a piece of the folio Positive Reversed
graphic, but must run from side to side. graphic, but must run from side to side.

BSA Brand Guidelines 12

 Prepared. For Life. Trademark ®

Prepared. For Life.®

Unacceptable Usage
The Prepared. For Life.® tagline is to be used in conjunction with the corporate trademark, but does not replace the corporate
The following are unacceptable ways of reproducing the
trademark. The space between the elements should not be modified, and a ® trademark symbol should always appear. Prepared. For Life. ® tagline:

Prepared. For Life.® Usage

The Prepared. For Life.® tagline is available in three versions: stacked, horizontal, and text only. It should be placed on all
BSA communications, literature, and products.
Do not reproduce in Do not add effects,
The following are acceptable ways of reproducing the Prepared. For Life.® tagline: a tint or screen. including a drop shadow,
bevel, or glow.

One Color Two Color Four Color (CMYK) Reversed

Stacked Lockup Do not alter the Do not reproduce

signature in any way, in color on a
including changing dark background.
the typeface
or colors.

Horizontal Lockup

Text Only

Black or any dark color may Red: PMS 186 Red: 0, 100, 81, 4 White must be used.
be used. Blue: PMS 294 Blue: 100, 58, 0, 21

BSA Brand Guidelines 13

 Preparados para el futuro.®
Preparados para el futuro.®
Unacceptable Usage
The Preparados para el futuro.® tagline is to be used in conjunction on Spanish-language collateral only. The tagline should
The following are unacceptable ways of reproducing the
be used with the corporate trademark, but does not replace the corporate trademark. The space between the elements Prepared. For Life. ® tagline:
should not be modified, and a ® trademark symbol should always appear.

Preparados para el futuro.® Usage

Preparados para el futuro.® tagline is available in three versions: stacked, horizontal, and text only. It should be placed on
all Spanish-language BSA communications, literature, and products. Do not reproduce in Do not add effects,
a tint or screen. including a drop shadow,
The following are acceptable ways of reproducing the Prepared. For Life.® tagline: bevel, or glow.

One Color Two Color Four Color (CMYK) Reversed

Preparados para el futuro.

Stacked Lockup Do not alter the Do not reproduce
signature in any way, in color on a
including changing dark background.
the typeface
or colors.

Horizontal Lockup

Text Only

Black or any dark color may Red: PMS 186 Red: 0, 100, 81, 4 White must be used.
be used. Blue: PMS 294 Blue: 100, 58, 0, 21

BSA Brand Guidelines 14

 Trademark and Logo Protection
The trademarks and logos of the Boy Scouts of America are protected by a 1916 act of Congress (36 U.S.C. 27) as While councils and others in the
well as by a variety of registrations with the U.S. Patent and Trademark Office. The 1916 act specifically gives the Scouting community promote the brand,
Boy Scouts of America the sole and exclusive right to use emblems, badges, descriptive or designating marks, and
words or phrases the corporation adopts.
care should be exercised to ensure that
the proper statutory symbol (®, ™, or ©)
These and all art or logotypes obtained from the Boy Scouts of America National Council are the exclusive is properly affixed to trademarks used
property of the Boy Scouts of America and must be used and displayed as shown in this manual or official artwork in communications. The Boy Scouts of
unless otherwise stated in writing from an authorized officer of the Boy Scouts of America National Council. In
America maintains its right to regulate
other words, they must appear with any ownership symbols exactly as received, and no additional symbols are to
appear in connection with them. If the manual or official artwork indicates the artwork or logotype is the subject
use of trademarks and constrain that use
of a U.S. trademark registration certificate, it should appear with the ® symbol. It is customary that the ® symbol whenever the BSA, in its sole discretion,
is used once in the headline of an advertisement (if it is used in an ad or a poster) and then the first time it is used deems it necessary to do so.
in the text. The ® symbol is placed on the upper right of the last letter of the trademark (if it is a word mark) or on
the lower right of the symbol (if it is a design mark) and in a size that is approximately one-third the size of the
largest letter or element in the trademark (but never so small that it can’t be read).

An attribution statement must be placed at the bottom of any advertisement or poster that clearly indentifies
trademarks or design marks of the Boy Scouts of America. This might read as follows: “BE PREPARED is a registered
trademark of the Boy Scouts of America.” For additional guidance, visit www.scouting.org/licensing.

If you have any questions concerning correct trademark usage, please contact Brand Management at the National
Council for further guidance.

BSA Brand Guidelines 15

 BSA Corporate Fonts
When it comes to fonts, you’ll find cleaner is better by using these approved and widely available
typefaces. For guidance specific to digital media, read the Digital Guidelines which follow.

BSA Brand Guidelines 16

 Photography

BSA Brand Guidelines 17

 Photography
Scouts have great stories — how
could they not? They visit some of
Mother Nature’s greatest creations,
go on great adventures, and form
lasting friendships. Fortunately for
us, cameras are there to capture some
of these experiences as they occur,
and the resulting adventure-inspired
images are able to visually draw
viewers into the world of Scouting.
Acceptable photos fall into two categories:

• LIVING: Photos that capture a candid, memorable moment.

• DOING: Photos of active Scouts, physically engaging with the world.

BSA Brand Guidelines 18

 Living Imagery
These photos capture the quiet
moment before or after an activity.
The images have a story to tell, one
that may be obvious; but even better,
they leave a little to the imagination,
drawing the viewer into the story
with questions about the subject
and the setting.

BSA Brand Guidelines 19

 Doing Imagery
Scouting is active, and it can be rare
to catch a Scout standing still. These
images freeze time, capturing a Scout
in motion at just the right moment.

BSA Brand Guidelines 20

 Best Practices
All photos and videos should have proper, signed releases (official BSA Talent Release form). When capturing images at a
crowded event, make it known that any and all attendees may be photographed or recorded and used in BSA promotions
and publications. Honor the request of anyone who asks not to be photographed or recorded.

DO DO DO DO
Use candid, authentic Showcase Scouting’s Use imagery that Use interesting
imagery. diversity in age, makes Scouting look camera angles and
gender, and race. fun and interesting. cropping for effect.

BSA Brand Guidelines 21

 Image Pitfalls

Staged photos and Dated or historical Photos without a clear Clichéd stock
AVOID forced smiles. AVOID scouting imagery. AVOID focal point. AVOID photography.

BSA Brand Guidelines 22

 Resources
Finding appropriate imagery isn’t always easy, but the search will pay off in a great-looking
finished project. You can locate official photography through the BSA Brand Center, found on the
ScoutingWire.org website.

BSA Brand Guidelines 23

 Real-World Examples

BSA Brand Guidelines 24

 Stationery and Signature
As with the Boy Scouts of America uniforms, consistency in our
corporate communications is important to our professional look
and feel. These templates are our standard — it’s your duty to
follow them.
Letterhead Business Cards National Council Executive Stationery

BOY SCOUTS
OF AMERICA
COUNCIL NAME HERE

First Last
Corporate Title
P 972.580.0000
C 972.580.0000
F 972.580.1000
first.last@scouting.org
Address 1
Address 2
City, State, Zip

www.URL.org

First Last
Corporate Title Line

P 972.580.0000 Address 1
C 972.580.0000 Address 2
F 972.580.1000 City, State, Zip
www.scouting.org first.last@scouting.org

E-Signature
Envelope

Your Council Name Here

BSA Brand Guidelines 25

 Signage
Exhibit and Signage Display Architectural Signage Office Signage

When it comes to standing out in a crowd, sometimes less Location and building signs should use approved fonts and Office signage follows the guidelines set forth in the Brand
truly is more. Keep signage simple by using approved brand colors, and the Boy Scouts of America corporate signature. Identity Guide for Building Signage.
identity elements, fonts, and photography. The Prepared. For Signs may be matte-finished in approved colors or rendered
Life.® trademark and Boy Scouts of America signature should in metal or stone. The sign should include the name of the
be used appropriately to strengthen the message and brand. building or facility and the Boy Scouts of America corporate
PMS 294 blue
trademark, separated by a vertical line or stacked.

Welcome to

Medicine
YOUR COUNCIL NAME HERE

Mountain
Scout Ranch

BSA Brand Guidelines 26

 Patches and Branded Products
Patches

Council patches. Patrol emblems. Merit badges. While Scouting insignia seems countless, there is only one method
for approved manufacturing. The Boy Scouts of America requires that all patches be manufactured by the Supply
Group or an official Boy Scouts of America licensee.

The Boy Scouts of America reviews each request for embroidered use of all brand trademarks as submitted by
its licensees. Licensees will facilitate all authorizations with the Boy Scouts of America. Any trademark that is
used on a patch not created by the Supply Group or an official Boy Scouts of America licensee is considered an
unauthorized use of the BSA’s trademarks. For more information, visit www.scouting.org/licensing.

Branded Products

Any use of the Boy Scouts of America’s trademarks by any third party on any product, including patches, pins,
and T-shirts, requires that the manufacturer of these products be licensed by the Boy Scouts of America National
Council. For more information, visit www.scouting.org/licensing.

BSA Brand Guidelines 27

 Uniforms
The Statue of Liberty. Mount Rushmore.
The Stars and Stripes. Like the great
symbols of our country, Scouting
uniforms are among the most recognized
icons in our culture.
In addition to creating a sense of pride and belonging, the uniforms exemplify the
character, citizenship, and strength each Scout strives to embody.

For detailed information on proper uniform wear and placement of badges and
insignia, consult the Guide to Awards and Insignia. Also, visit the official BSA
uniform website for an interactive source for uniform essentials.

The Boy Scouts of America uniforms and insignia are considered proprietary by
the organization and unauthorized use is prohibited.

BSA Brand Guidelines 28

 Standard format

Presentations
By its nature, Scouting is fun, bold, thrilling, daring,
and adventurous. PowerPoint is not. That’s why it’s
important to make every effort to capture the exciting
brand personality in your public presentations. Follow
these guidelines when creating dynamic presentations:
• The Boy Scouts of America corporate signature and Prepared. For Life.® tagline should appear on each
screen of the presentation.

• Both elements should be no less than 10 percent of the screen height and may appear either over white or
reversed on a black or a dark background.

• The signature and tagline should appear in approved colors and not be screened back or distorted.

• To avoid confusion, other logos or brand elements should not be mixed with the signature or tagline.

• Large-screen, high-definition (16x9) templates, shown at right, are available in addition to standard format.

Large-screen format

BSA Brand Guidelines 29

 Scouting Sub-Brands

BSA Brand Guidelines 30

 Scouts BSA
Most boys and girls avoid obstacles.
Scouts seek them. They live for any
opportunity to display their abilities
while learning new skills. Camping
is fun. Surviving a downpour in the
middle of the night is an adventure.
Cooking over a campfire is fun. Learning which wild berries are edible
is survival. Spending a weekend in the woods is fun. Breaking camp
without leaving a trace is admirable.

These are invaluable experiences that can be had in Scouting. These are
life lessons that transform today’s youth into tomorrow’s leaders.

Brand Platform

Scouts BSA. Be Prepared — for anything.

BSA Brand Guidelines 31

 Position and Identity
Position (or Selling Points)
Unacceptable Usage
• Emphasis on families/youth 11–17.
The following are unacceptable ways of reproducing the
• Through Boy Scouting, you can go places, test yourself, and have one-of-a-kind adventures you
Boy Scouting program trademark:
can’t get anywhere else.

Identity

The Boy Scouts of America universal emblem is generally used to indicate the Scouts BSA program and
may be licensed for use on products or services for boys and girls ages 11–17. It consists of a fleur-de-lis
with eagle, shield with 13 stars and stripes, and two five-pointed stars, and is presented in a three- Do not reproduce in a Do not truncate.
The Universal Emblem Trademark
dimensional format. The ® registration mark should appear at the lower right corner of the trademark. tint or screen.

The following are acceptable ways of reproducing the Scouts BSA program trademark:

One Color Spot Color Four Color (CMYK) Screen Usage Reversed

Black or any dark color may Yellow: PMS 116 Yellow: 0, 20, 100, 0 Yellow: #FFCC00 White must be used.
be used. Brown: PMS 463 Brown: 50, 80, 100, 30 Brown: #996633
Blue: PMS 294 Blue: 100, 58, 0, 21 Blue: #003F87
Red: PMS 186 Red: 0, 100, 81, 4 Red: #CE1126

BSA Brand Guidelines 32

 Cub Scouting
The best way to find out what
you do best is to do it. Swing a bat.
Pitch a tent. Build a Pinewood
Derby® car. Cub Scouts are at the
magical age where everything ®

is new and possible and, most

important, fun.
They live in a world of “firsts” — first home run, first campfire,
first checkered flag — where their game plan is their imagination.
Their most valuable reward is the friends they make for life and
a parent’s proud smile. These are invaluable experiences that
can be had in Scouting. These are life lessons that eventually
transform boys and girls in Cub Scouting, through advancement,
into members of Scouts BSA.

Brand Platform

Cub Scouts®. Do Your Best. Have Fun Doing It.

BSA Brand Guidelines 33

 Position and Identity
Position (or Selling Points)
Unacceptable Usage
• Emphasis on families/youth of kindergarten age through fifth grade
The following are unacceptable ways of reproducing the
• Through Cub Scouting, you and your friends can see and learn fun, new things you can’t get
Cub Scouting program trademark:
anywhere else.

Identity

Consisting of the Wolf, the words “Cub Scouts,” and a fleur-de-lis, the emblem represents the Cub Scout CUB
B SCOUTS
OU
UTS
UTS

helping the pack go and the pack helping the Cub Scout grow. ®
Do not reproduce in a Do not alter the
tint or screen. signature in any way,
The following are acceptable ways of reproducing the Cub Scouting program trademark: including changing
the typeface
or colors.

One Color Spot Color Four Color (CMYK) Screen Usage Reversed
Do not add effects, Do not use the Wolf
including a drop element outside
shadow, bevel, or glow. of the approved
trademark.

® ® ® ®

Black or any dark color may Blue: PMS 294 Blue: 100, 48, 0, 44 Blue: #003F87 White must be used.
be used. Yellow: PMS 116 Yellow: 0, 10, 100, 0 Yellow: #FCD116

BSA Brand Guidelines 34

 Venturing
Life is a series of tests. Shooting
the rapids. Rappelling a cliff.
Writing a resume. Each one can
be a setback, or a chance to shine.
Working as a team, the young adults in every Venturing crew
welcome the opportunity to pass these trials. A series of successes
that build one upon another.

Every person playing their role. No one more important than their
partners. No challenge achievable without cooperation. These
are invaluable experiences that can be had in Scouting. These
are life lessons that transform today’s Venturers into tomorrow’s
responsible adults.

Brand Platform

Venturing®. Challenge Yourself. Challenge Your World.

BSA Brand Guidelines 35

 Position and Identity
Position (or Selling Points)
Unacceptable Usage
• (Emphasis on teens, coed 14–16)
The following are unacceptable ways of reproducing the
• Through Venturing, you and your friends can see the world and experience the adventure
Venturing program trademark:
of Scouting.

Identity
• Trademark: Consisting of a snow-capped mountain, crossbar, and “V” on a field of green,
the emblem represents the challenges and achievements experienced in Venturing. The ®
Do not reproduce in a Do not alter the signature
registration mark should appear at the lower right corner of the trademark. tint or screen. in any way, including
changing the typeface
• Signature: The space between the elements should not be modified, and the ® registration mark or colors.
should always appear.

The following are acceptable ways of reproducing the Venturing program trademark:

One Color Spot Color Four Color (CMYK) Screen Usage Reversed Do not add effects,
including a drop shadow, Do not reproduce
bevel, or glow. in color on a
dark background.

Black or any dark color may Green: PMS 349 Green: 100, 0, 90, 40 Green: #006B3F White must be used.
be used. Yellow: PMS 116 Yellow: 0, 10, 100, 0 Yellow: #FCD116

BSA Brand Guidelines 36

 Sea Scouting
It’s about sailing a tall ship.
Snorkeling. Swimming. And row, row,
rowing a boat into one adventure
after another. It’s the call of the
sea — where Sea Scouting replaces
ancient mariners with savvy crews
of young sailors seeking thrills
around every turn.
Sea Scouts learn a myriad of maritime skills while forging lifelong
friendships. Every adventure is powered by tactical and technical know-
how learned while experiencing the real thing. “All hands on deck” means
rolling up sleeves and running a tight ship. Charting a course for success
in any waters. Sea Scouting is an opportunity to sail into the future
and beyond.

Brand Platform

Sea Scouting. Live the Adventure. Navigate the World.

BSA Brand Guidelines 37

 Position and Identity
Position (or Selling Points)
Unacceptable Usage
• Emphasis on teens, co-ed 13–20
The following are unacceptable ways of reproducing the
• Through Sea Scouting, you and your friends can experience the adventures and challenges of sailing and
Sea Scouting trademark:
make lifelong memories.

Identity

This trademark is used to represent Sea Scouting. The trademark consists of a blue anchor, a gold fleur-de-lis with
eagle, shield with 13 stars and stripes, and two five-pointed stars. It is represented in a three-dimensional format.
Do not reproduce in a Do not alter the signature
The registration mark should appear at the lower right corner of the trademark. The following are acceptable ways tint or screen. in any way, including
of reproducing the Sea Scouting trademark: changing the typeface
or colors.

One Color Spot Color Four Color (CMYK) Screen Usage Reversed

Do not add effects, Do not reproduce

including a drop in color on a dark
shadow, bevel, or background.
glow.

Black or any dark color may Blue: PMS 294 Black: 0, 0, 0, 100 Black: 0, 0, 0 White must be used.
be used. Red: PMS 186 Dark Brown: 0, 61, 100, 3 Dark Brown: 51, 0, 0
Light Brown: 0, 21, 38, 34 Light Brown: 179, 148, 117
Dark Blue: 100, 72, 27, 33 Dark Blue: 0, 51, 102
Light Blue: 34, 17, 0, 7 Light Blue: 154, 179, 213
Dark Gold: 0, 33, 98, 36 Dark Gold: 153, 102, 0
Gold: 0, 26, 98, 16 Gold: 204, 153, 0
Dark Yellow: 0, 25, 100, 100 Dark Yellow: 255, 204, 0
Light Yellow: 0, 14, 75, 3 Light Yellow: 255, 204, 102
Red: 0, 100, 100, 50 Red: 154, 0, 0

BSA Brand Guidelines 38

 BSA
Extensions

BSA Brand Guidelines 39

 BSA Extensions Brand Positioning
National Scouting Museum Order of the Arrow

Value Proposition Value Proposition

The National Scouting Museum is committed to preserving the Scouting’s national honor society recognizes Scouts and Scouters who
rich, 100-plus-year history of the Scouting movement by collecting, exemplify the Scout Oath and Law in their daily lives and provide
organizing, preserving, and displaying some of Scouting’s greatest encouragement for others to live these ideals as well.
treasures.
Mission
Mission The mission of the Order of the Arrow is to fulfill its purpose as an
To preserve the legacy of Scouting and promote the movement to future integral part of the Boy Scouts of America through positive youth
generations. leadership under the guidance of selected capable adults.

Brand Vision Brand Vision

Making our country better Develop leaders with the willingness, character, spirit,
and ability to advance the activities of their units, our
Brand Personality Brotherhood, Scouting, and ultimately our nation.
Legacy, historical, whimsical, fun
Brand Personality

Honorable, cheerful service, environmental stewardship,

camping spirit

BSA Brand Guidelines 40

 Council, Group, Department,
and Team Designation
Just as the pack is there for the Cub Scout, the National
Council supports the local councils, groups, departments,
and teams. Consistency builds a better message and a
stronger brand. Either of these variations should be used
on all communications.

BSA Brand Guidelines 41

Digital
Guidelines
for Websites, Apps, Email, and Social Media

BSA Brand Guidelines 42

 Guiding Principles
The mission of the Boy Scouts of America is to The Scout Oath
prepare young people to make ethical and moral On my honor I will do my best

choices over their lifetimes by instilling in them To do my duty to God and my country
and to obey the Scout Law;
the values of the Scout Oath and Law. To help other people at all times;
To keep myself physically strong,
The work we create should follow the spirit of mentally awake, and morally straight.

these values.

Scout Law
While taking this oath the scout will stand, holding his
right hand raised level with his shoulder, palm to the
A Scout is: Digital Implication
front, thumb resting on the nail of the digitus minimus
(little finger) and the other three fingers upright, pointing
Trustworthy Privacy, personal safety, and data security matter. upwards: This is the scout’s salute.”

Loyal Scouts support each other. Be sensitive to those whose abilities differ. — From the original 1908 Scouting for Boys
by Robert Baden-Powell.
Helpful Create projects that are useful.
Friendly Use open, everyday language and imagery to communicate.
Courteous Respect others’ time with simple, intuitive processes.
Kind Remember the Golden Rule: treat others as you would like to be treated.
Obedient Follow guidelines set by the BSA. They exist for the benefit of all.
Cheerful Stay positive. Be constructive, patient, and pleasant.
Thrifty Don’t reinvent the wheel — use design and software that exist.
Brave Do the right thing, even when it’s hard.
Clean Keep it simple. Avoid clutter in language, design, and features.
Reverent Acknowledge and respect the viewpoints of others.

BSA Brand Guidelines 43

 Web Policies
Maintaining the Boy Scouts of America brand image online goes beyond clean design and simple
navigation. While these guidelines apply to council sites, unit sites can also benefit from these guidelines.

To better ensure security and privacy, all councils should follow these guidelines: Honesty is one of the BSA’s trademarks. Do not plagiarize or use copyrighted material.
• Council websites must be hosted off-site at a hosting facility and may not be connected in
any way to the local council’s network. Safety is paramount within Scouting. When identifying youth members on your website, use first
name and last initial only. Don’t provide too much identifiable information.
• The council must have direct control over the content of its website.

• The content of the council site must be appropriate for Scouting. YouTube videos provide a great way to increase the interest on your site. When embedding videos,
do not show related content after the video. The related videos are determined by a YouTube
• The council site cannot contain links to any sites that may contain material deemed
algorithm that takes control out of council hands.
inappropriate for Scouting.

• The council site cannot contain any advertisements or commercial endorsements.

• The council site cannot engage in the electronic sale of BSA Supply Group merchandise or Selling Advertising on Council Websites
competing products.
Guilt by association may not be fair, but it is reality. While the Boy Scouts of America
• The council site cannot replicate any BSA publication currently for sale through the understands that many “free” web services often include advertising, the questionable nature
Supply Group. of these advertisers or fundraisers may reflect negatively on the brand.
• Council sites must abide by all laws regarding copyrights, trademarks, and other intellectual
According to the Boy Scouts of America bylaws, any independent sales, solicitation, or
property, and by those pertaining to the internet.
collection of donations is prohibited. Web services that include such objectionable content
• Council sites must consider the safety and privacy of their members and participants must be avoided.
by obtaining the necessary permissions to release information about or images of
any individual.

BSA Brand Guidelines 44

Typography

BSA Brand Guidelines 45

 Typefaces for Digital Projects
Every project will have its own requirements and limitations. Use selections from one of the columns
below for your project. Typefaces listed in this table are reserved for BSA digital projects.

Acceptable Typefaces Better Typefaces Preferred Typefaces

The selections in this column are most appropriate for email marketing, The selections in this column are most appropriate for webpages, PDF The selections in this column are most appropriate for webpages, PDF
email signatures, editable documents (.doc, xls, .ppt), and some documents, and mobile apps. These fonts can be downloaded free of documents, and mobile apps, but require a paid license whose cost varies
webpages. These fonts come pre-installed on most computers. charge from Google Fonts. on usage.
Use of these typefaces is encouraged for high-profile projects.

PRIMARY Trebuchet MS Roboto Slab Family Adelle Family

Use wherever type size is
greater than or equal to ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
16 px.
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890

SECONDARY Arial Black Roboto Condensed Family Alternate Gothic Family

Use sparingly in headings or
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
wherever special attention
is required. A little goes a abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
long way.
1234567890 1234567890 1234567890

TERTIARY Arial Regular Helvetica Condensed Family

Roboto Condensed Family
Use for long blocks of copy
smaller than 12 px. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890

BSA Brand Guidelines 46

 Main Sections
Hierarchy Use the primary font at large sizes (36–48px) for
main sections of the page (H1, H2). Use all caps for
further emphasis, if necessary. Keep the text as short
as possible — just a few words should be enough.

Good typographic structure

helps readers know where to
enter and exit your text when
reading and scrolling, especially
in long-form text such as
webpages or email newsletters.

Secondary Items
Use the primary or secondary font at medium sizes
(24–32px) for items within a section (H3). Titles can be a
word or two longer, and should be descriptive. Avoid
all-caps treatments. When relevant, use imperatives such
as “Sign Up for Xxxx” or “Camp at Xxxx This Summer.”

Body Text
Use the tertiary font at small sizes (9–12px) for body
copy (p). Remember to use plain, everyday language,
short paragraphs, and lots of bulleted lists to make the
text scannable and easy to read.

BSA Brand Guidelines 47

 Best Practices
Done well, type on its own can be a compelling and distinctive visual element, sometimes reducing the
need for a photo or illustration.

Alternate Gothic No. 3 Adelle Regular / Adelle Italic, 12 pt.

IT’S TIME for

SUMMER CAMP MASTER the MASTER the

Adelle Regular

A U G U S T 1 — 3 1, 2 0 1 7 • B O O N E , I O WA CANOE CANOE
Adelle Regular
Adelle Bold, 38 pt.
Alternate Gothic No. 1
Alternate Gothic No. 2, .100 em

DO DO DO
Mix typefaces to Use font size and weight to Use capitalization to emphasize important words.
create interest. emphasize important messages. Pair type with icons for greater impact.

BSA Brand Guidelines 48

 Typography Pitfalls

SUMMER CAMP SUMMER CAMP Do not compress type in either direction.

Avoid drop shadows.

SUMMER CAMP Summer Camp Do not shear type.

Avoid gradients.

SUMMER CAMP Summer Camp Do not stretch type in either direction.

Avoid dimensional effects such as bevels or embossing.

SUMMER CAMP Summer Camp

Avoid grunge and distressed effects. Do not create faux 3D effects with type.

Add unnecessary effects to type unless

DON’T it aids in legibility. DON’T Use unapproved fonts. DON’T Stretch, warp, or otherwise distort type.

BSA Brand Guidelines 49

Digital
Color
Palettes

BSA Brand Guidelines 50

 Primary Boy Scouts
of America Colors
Scouting Red
HEX: #CE1126

RGB:
The Boy Scouts of America corporate
206, 17, 38

palette is inspired by the iconic Scouting Blue

Boy Scout uniform. It includes an HEX: #003F87

RGB: 0, 63, 135

American Flag red and blue, paired
with a uniform beige and warm Scouting Tan

button gray.
HEX: #D6CEBD

RGB: 214, 206, 189

White is an important component of the color palette, serving as a fifth

“color.” All BSA digital designs should incorporate a good amount of literal Scouting Warm Gray
whitespace, representing the Scout value of cleanliness, as well as a Scout’s HEX: #515354

love of open spaces. RGB: 81, 83, 84

These five colors may be used by any of the sub-brands, especially the red
White
and blue colors, whose use throughout will serve to unify disparate brands.
HEX: #FFFFFF

RGB: 255, 255, 255

BSA Brand Guidelines 51

 Scouting Red
Do not create shades or tints of Scouting
Red.

Secondary Boy Scouts

of America Colors
Scouting Pale Blue
HEX: #9AB3D5

RGB: 154, 179, 213

Scouting Blue

Scouting Dark Blue

Related colors, derived from the primary HEX: #003366

palette, are also available and can be used RGB: 0, 51, 102

with their parent colors to create layered Scouting Light Tan

effects in layout. HEX: #E9E9E4

RGB: 233, 233, 228

Scouting Tan

Scouting Dark Tan

HEX: #AD9D7B

RGB: 173, 157, 123

Scouting Pale Gray

HEX: #858787

RGB: 133, 135,135

Scouting Warm Gray

Scouting Dark Gray

HEX: #232528

RGB: 35, 37, 40

BSA Brand Guidelines 52

 Cub Scouting
Cub Scouts wear a blue cotton
uniform accented with distinctive
gold stitching.
On the web, projects specific to Cub Scouting should use Cub
Scouting Gold as an accent color, as well as plenty of standard
Scouting Blue and white.

Scouting Red should be downplayed so it does not detract from

primary Cub Scout colors, but may be used in minor instances (e.g., Cub Scouting Gold
a website’s footer).
HEX: #FDC116

RGB: 252, 209, 22

Scouting Blue
HEX: #003F87

RGB: 0, 63, 135

BSA Corporate Colors

BSA Brand Guidelines 53

Use sparingly.
 Scouts BSA
The Scouts BSA uniform is a
warm tan color, with most of
the color interest sourced from
Scouting Tan
applied patches and stitching. HEX: #D6CEBD

On the web, projects specific to Scouts BSA should use a similarly RGB: 214, 206, 189

neutral palette composed mainly of tan, gray, and olive hues, with
color coming in with the use of imagery and illustrations.
Scouting Red
Scouting Red should be used as an accent or action color.
HEX: #CE1126

RGB: 206, 17, 38

Scouts BSA Olive

HEX: #243E2C

RGB: 36, 62, 44

BSA Corporate Colors

BSA Brand Guidelines 54

 Venturing
On Venturing projects, use a color
palette that consists primarily of
Venturing Green and Venturing
Yellow.
The green color is derived from the Venturing uniform, with a
slightly brighter hue. Use Venturing Yellow as an accent.

The BSA corporate palette may be used in a limited way, with blue,
yellow, and tan reserved for BSA required elements such as footers. Venturing Green
HEX: #006B3F
The BSA corporate gray hues pair well with Venturing Green and RGB: 0, 107, 63
Yellow; white is an important part of all BSA palettes.

Venturing Yellow
HEX: #FCD116

RGB: 252, 209, 22

BSA Corporate Colors

BSA Brand Guidelines 55

Use sparingly. Use sparingly. Use sparingly.
 Sea Scouting
W it h its emp hasi s on water
recreation and adventure, Sea
Scouting unsurprisingly uses a
marine-inspired palette composed Scouting Yellow
largely of blues and grays, with HEX: #FFCC00

yellow used as an accent color. RGB: 255, 204, 0

The tan and red of the BSA corporate palette should be used only Scouting Dark Blue
in a limited fashion. HEX: #FFCC00

RGB: 0, 51, 102

Scouting Light Blue

HEX: #9AB3D5

RGB: 154, 179, 213

BSA Corporate Colors

BSA Brand Guidelines 56

Use sparingly. Use sparingly.
 Choosing the Correct
Color Palette Use the
Scouts BSA Yes.

With five brands working together, choosing the correct color palette for your
LINK Is the project for
project can be somewhat confusing. Use the chart below to make your decision. Scouts BSA ONLY?

No.

Use the BSA Use the Use the

START Yes. Corporate Yes. Sea Scouting Yes. Venturing

LINK LINK LINK

Something Is the project Use the

What are you for a digital intended to represent Cub Scouting Is the project for No.
Yes.
making? screen. more than one Venturing?
type of Scout?
LINK

Something Consult the

to be printed Master Brand No. Is the project for No. Is the project for No.
or painted. Guidelines. Cub Scouting? Sea Scouting?

LINK

BSA Brand Guidelines 57

Imagery

BSA Brand Guidelines 58

 Texture
Textural images can be used to tell a deeper, more
multisensory story — the deeply textured end of
a log you can almost touch. The smell of freshly
oiled leather or fresh rain on a field of hay can be
recalled by a deceptively simple image.

BSA Brand Guidelines 59

 Icons
Scouting is rich in iconography. Every badge has
its own visual meaning: council badges, rank
badges, and merit badges are all linked to the
look of Scouting, especially Scouts BSA.
It can be tempting to create new icons for digital projects, but with few exceptions, these distract
and sometimes create conflict with existing BSA-approved icons.

As a rule, avoid creating original icons. Instead, use approved Boy Scouts of America icons
(e.g., the fleur-de-lis as an app icon).

You may use universally recognized third-party social media icons (make sure you comply with
the license holder’s terms of service).

You may use icons in the development of mobile apps, but try to leverage icons already created for
app developers by software manufacturers, rather than sourcing or creating your own. Reference
the mobile apps section in this document for more information.

BSA Brand Guidelines 60

Content

BSA Brand Guidelines 61

 How We Speak: Before and After

Tone and Voice BEFORE

The National Sea Scout Support Committee is pleased to introduce the New Century
Universal Sea Scout Uniform (“NCUSSU”). The NCUSSU is an alternate uniform to
the current adult and youth dress and work uniforms. It is intended to make it easy

“A Scout is trustworthy….” With this phrase, for members of newly formed Sea Scout ships to outfit themselves in a Sea Scout
uniform and may be chosen by any unit, new or existing. When chosen by the unit,
millions of Scouts over the decades have begun this universal uniform is worn by all youth and adult ship members and may serve
as both a dress uniform and a work uniform. The New Century Universal Sea Scout
their oath. “Friendly, courteous ...” Uniform will be included in the next edition of the Sea Scout Manual, No. 33239.

These are powerful words that govern the way we speak when we speak for Scouting—and
whether we like it or not, when we speak, we do speak for all Scouting, especially in today’s internet- AFTER
enabled world.
New Sea Scout Uniform Available Now
• Be direct. Web readers tend to be task-oriented—they are looking for specific information, The uniform combines dress and work uniforms in one, making it easier for
and they want it quickly. Use active, not passive, voice. members of newly formed Sea Scout ships to get started in sailing.

• Be succinct. Attention spans are shorter online. Use short paragraphs of no more than Dubbed the “New Century Universal Sea Scout Uniform,” or “New Century
three–five sentences. Keep word counts to 250 words per page or less. Uniform,” the new uniform is:

• K.I.S.S. Acronyms and technical terms may be second-nature to you, but a new Scout or • Designed for youth and adult ship members
prospective parent won’t necessarily understand insider language. Keep it simple, Scout. • Both a dress and work uniform
• An alternate to the current uniform
• Write for “scanners.” People tend to scan digital screens, rather than pore over every • Suitable for all units, new or existing
word. Use bulleted lists, short headlines, and relevant imagery to provide quick entry
points to content. The new uniform was produced by the National Sea Scout Support Committee. For
more information, consult the newest edition of the Sea Scout Manual (No. 33239).

BSA Brand Guidelines 62

 5% Other

15%
Caramel
50% BSA Popcorn Sales
Tables and Charts 30%
Cheese by Flavor
Source: 2015 Sales Data
Butter

Some information is difficult to convey with

A good chart always has a title, a dated source, and
clear labels.

just words. Breaking up large blocks of text

with tables and charts also has a side benefit
of making the reading experience more
engaging, providing diversity in format. Some
examples are shown.
100 units
100

Troop 50 Popcorn Sales by Patrol Troop 50 Popcorn Sales by Patrol 80

60 units BSA Popcorn Sales

UNITS SOLD
Panther: $1532 32 buckets PATROL SALES ($) BUCKETS OZ.

Jaguar: $1269 28 buckets Panther: $1532 32 720

60
by Package Type
Lion: $1013 20 buckets Jaguar: $1269 28 560
40 Source: 2015 Sales Data
Lion: $1013 20 480
30 units
Dragon: $845 12 buckets

Wolf: $324 8 buckets Dragon: $845 12 144 20

15 units
Wolf: $324 8 96
0
Tin Bucket Microwave Other
A simple table can do without a header row. Horizontal A more complex table may require a header row. For bar and line graphs, be sure to label both axes and be
lines indicate the beginning and ending of rows. Alternating colors can help readers follow data from row explicit about individual values wherever possible.
to row.

BSA Brand Guidelines 63

 Resources
Many excellent books exist on the topic of writing for interactive media. For information specific to
the Boy Scouts of America, you’ll find the following websites of value.

BSA Trademark Listing

A 1916 act of Congress (36 U.S.C.

27) gives the Boy Scouts of
America exclusive rights to
certain terms and phrases,
listed here beside other regis-
tered trademarks and copyrights.

BSA Brand Guidelines 64

Layout
and Design

BSA Brand Guidelines 65

 Quick Example: A Council Webpage
The Basic Recipe Accent colors should be used sparingly. In this
example, Cub Scouting Gold is being used.

The iconic BSA look and feel is created

with distinctive type, inspired color, and
great imagery. Some general guidelines: “Living” images
work well to set
the mood for a
page or project.
1. Start with a grid. This will create a clean, orderly look and feel for your
project. Use the same grid on all pages. A six-column grid is shown at right.
“Doing” images
support specific
2. Write great content. Set your content using only BSA-approved typefaces. content. They
Refrain from using too many text sizes (three or four should be sufficient). In should be
related to the
general, the larger the typeface is, the more important that content is. The overlay is part content at hand.
of the BSA look, and
works especially well
3. Use great imagery. The theme can be set with an inspirational “hero” image, for webpage and
most likely from the “Living” guidelines so as not to distract from the email headers where
type must overlay
content, and treated with the standard or diagonal overlay (see next page). an image.
Support the mood with related textures that follow the “Being” guidelines.
Use active “Doing” images within the page content.

4. Use plenty of whitespace. Give your content and images some breathing
room — there’s a reason art galleries have white walls.

5. Use color to enhance the content. Choose the appropriate color palette (Cub
Scouting palette is being used in the example). Use the accent color with
restraint so it retains its power of attraction.

BSA Brand Guidelines 66

 The Overlay Effect BEFORE: The image at left was taken in direct sunlight with a relatively shallow depth of field, in color. The image at right has a
longer depth of field, a mix of indirect lighting, and is black and white. To use these images in the same layout, utilize the BSA
color overlay.

Type, color, and photography come together

within our signature overlay treatment, used
wherever type and images need to be joined,
as in website or email headers.

The overlay color is determined by the brand color palette being used. In this case, a AFTER 1: The image at left was converted to black and white, and both images received a “multiply” effect, allowing the blue
BSA Pale Blue is being used for a BSA-branded project. It can cover the entire image or background of the image container to show through. These images now have a consistent look. While somewhat less legible, they
just a portion of the image. are ideal for setting a mood as a background image in layout.

The accent stripe (used when a portion of the image is overlaid)

is also determined by the brand color palette being used. In this
case, a BSA Red is being used for a BSA-branded project.

The base image can be black and white or color.

AFTER 2: A variant treatment leaves the left image in color, while the right image is black and white, but they now appear related
thanks to a common BSA Pale Blue color overlay effect used to de-emphasize the right side of both images, along with a highlight
multiply stripe of BSA Red. In this treatment, the right halves of both images could be overlaid with text or other content.

BSA Brand Guidelines 67

 VERTICAL APPLICATIONS

The Diagonal
Inspired by the distinctive angled pockets
on the front of BSA uniforms, the diagonal
VERTICAL DESCENDING: This layout has VERTICAL ASCENDING: This layout has
the diagonal descending from left to right. the diagonal ascending from left to right.
This is best used on the left side of the This is best used on full-width pages, as
overlay offers a more dynamic, active take page to draw the eye into the layout. the eye naturally reads from left to right.

on the overlay treatment. Color of the

overlay is inherited from the brand being HORIZONTAL APPLICATIONS

worked with. In these examples, the BSA

corporate palette is in use. 72 DEGREES

OPEN RIGHT: This layout has the overlay

on the left side of the image, leaving the
right side open. Text should be overlaid
left. This is the preferred treatment for
webpage and email headers.

OPEN LEFT: This layout has the overlay on

the right side of the image, leaving the left
side open. Text should be overlaid right.

72 DEGREES

BSA Brand Guidelines 68

Websites

BSA Brand Guidelines 69

 Top Menu

For large websites, a search

field is recommended. It’s
Top Navigation should traditionally found in the top
contain links to only the most right of most webpages.
important areas of the site,

Information
and describe those areas with
simple language that the end
user will understand.

Architecture
Include as few items in your
main navigation as possible –
no more than seven or eight.

Organizing a document
containing hundreds of
pages is no easy task —
in another medium, that
document might be called
a “book,” and an editor
would help organize and
maintain its contents.
When planning your website, spend time organizing
the site’s content — it will pay dividends as you write,
design, and build. Footer
Begin by creating an inventory of the content your
Important Documents may
site will need to house. Then, try to sort it into a few be promoted in “touts” in the
named “drawers.” Show it to someone who hasn’t been site’s footer, making them
visible on every page.
involved, and see if the drawer labels make sense.
These will become your site’s main sections, appearing
in navigation throughout the site. Footer links are usually a
replication of the main site menu,
but can also include additional
BSA Brand Guidelines links (e.g., a link to a privacy 70
policy, council website, etc.).
 Responsive Design
Consumers today have many choices
when it comes to devices they use to
consume web content.
For website designers, it can be a challenge to design websites that ScoutingWorks.org works well on any
screen, as it was designed and built on
adjust to fit the unique dimensions and aspect ratios of each screen. a responsive grid layout.

Several good layout frameworks

are available to help you create
“responsive” web pages that
respond well to any screen
size, adjusting the design for
many different devices’ unique
capabilities, and expanding the
audience who can easily view and
interact with your webpages.

All new BSA webpages should be

designed using responsive design
principles.

BSA Brand Guidelines 71

 Forms For Inputs, use dark label text and an input
with a light-colored background. A border
and subtle drop shadow may help visually
DEFAULT STATE ERROR STATE

separate the input from its background. Do

not put label text inside the text input. Use an
asterisk label on fields that are required.

Forms are what bring

people together online.
A new Scout joins the troop. A volunteer provides
her contact information. A former Scout makes a
donation. A parent completes a permission slip.

Clean, well-designed, and clearly labeled forms

make all those tasks easier, and websites more
effective.

Buttons should have clear calls to action

that are descriptive of their function (“Donate
Now,” or “Register for Camp”). Avoid generic
labels like “Send” or “Submit.” Use a
consistent bold color for primary actions.

BSA Brand Guidelines 72

 A link to Scouting.org
The Boy Scouts of
somewhere on every page.
America logo should appear
somewhere on every page in
The relevant Brand Logo your website.
should appear prominently on
every page in your website,
usually in the upper left of
every page. It should link to

Required
your website’s home page.
Descriptive ALT tags should
be present on every image.
This is especially important for
images that contain text.

Elements
The needs of every
website will be different,
depending on audience,
location, brands served,
and many other factors.
But a few universals do
apply.
Do your very best to Clear contact information
should appear somewhere on
include them in your web every page in your website. A
phone number and/or email

project. address are preferred.

A copyright notice is best

placed in the footer of all pages.

BSA Brand Guidelines 73

 Real-World Examples
The following websites provide some examples of how these A Picture Is Worth
guidelines have been applied to real-world projects. 1,000 Words

Venturing

Show, don’t tell. What better way to recruit

new Venturers than to show what a good
time membership can be? This super-simple
CubScouts.org Longhorn Council Scouting Newsroom
and memorable photo-based site has just
Like a cherished scrapbook, the Cub An image-rich site for this Texas While this site contains a lot of written a few pages and few words, but leaves a
Scouts website is full of interesting Council uses color, texture, and type to content, great images and a clean grid- lasting impression.
things to see and do. create a great BSA brand experience. based layout make it user-friendly.

BSA Brand Guidelines 74

Mobile

BSA Brand Guidelines 75

 Interface Design Menu icons should
be used in lieu of
bottom navigation.

Think of your standard pocketknife. Icons should

add meaning, not

It’s got its primary tool — a blade decorate. Where

possible, use the
icons specific to the
— and a whole lot of accessories operating system
the app is being
Use accent colors to
(leather awl, saw, can opener, etc.). developed for.
draw attention to important
interactive areas. Use these

But at the end of the day, it’s a colors sparingly. This Cub
Scouting app uses Cub

tool. Its functions aren’t improved

Scouting Gold and Scouting
Blue as its primary colors.

with a lot of embellishments Buttons should be

of uniform color and

or decorations.
use clear language.
Choose one action
color and use it
throughout the app.
So too with a mobile app. Good apps are but one tool out of many on
a user’s device. Intuitive design and simple, singular functionality are Use design patterns from
best, especially when the app’s use is occasional or infrequent. the devices you are using
— no need to reinvent the
wheel. This is a standard iOS
Keep your interface design as close as possible to design conventions table view, enhanced with a
custom music icon.
the user will already be familiar with by nature of using other apps that
follow the same conventions (which are typically established by the
device’s manufacturer).

Use BSA-approved typefaces and imagery, and the appropriate color

palette, to visually differentiate your project.

BSA Brand Guidelines 76

 Using Icons in Apps A Near Miss
If the designer of this application had
chosen to create his own “back arrow,”

As stated earlier in this document, you should instead of using the standard iOS version,
it’s not hard to imagine the custom icon
generally avoid creating original icons in mobile looking an awful lot like the official

apps, since there is a high degree of likelihood Archery merit badge, causing potential
confusion for the user.

that your “original” icon may conflict with one of

the hundreds of official BSA icons in use in merit This is a standard iOS Navigation Arrow.
Its design is derived from an arrowhead.

badges, rank badges, etc.

Instead, try to leverage icons already created for app developers by software manufacturers, rather
than sourcing your own. Both Google’s Android and Apple’s iOS Developer toolkits include common This is the Archery merit badge. Its chief
design element is a graphic arrow.
icons in their developer resources. Here are the icons provided by Apple for use in iOS apps:

BSA Brand Guidelines 77

 Mobile Best Practices
Survey your prospective users about their device ownership before Develop apps on a whim. A good app can take months of effort to
deciding on the development framework you will choose. build, and years to support.

Forget to plan your adoption strategy in the excitement of design

Follow BSA standards for color, imagery, and typography to
and development. How will you promote your new app and train
differentiate the design of your app.
users to install and use it?

Recreate the wheel in development. Many off-the-shelf

Leverage design work that’s already been done by the device components and controls come pre-built with existing
manufacturer — follow the design guidelines closely. frameworks, and there’s no need to recreate them.

Leverage development work that’s already been done by the device Forget to test your app on many devices in different operating
manufacturer — use existing toolkits for mapping, interface, and other conditions. Not every user will have the latest hardware or fastest
common tasks, rather than developing your own versions. internet connection.

Leave abandoned apps in public app stores. If development and

Check in with app users after launch to examine new feature requests support have ceased, make it very clear that it’s provided as-is. If
or ideas for improvement. the app is no longer functional, take it down.

BSA Brand Guidelines 78

 Resources
The major providers of mobile operating systems provide app developers with detailed guidance on
how to meet their human-machine-interaction (HMI) and experience standards. Before beginning work
on your app, make sure you read and understand the provider’s guidelines and requirements. Adhering
to design conventions is good for the user, and speeds development.
In the case of Apple, failing to follow iOS design guidelines could cause your app to be rejected during the App Store submission process.

What About Hybrid Apps?

Some applications are developed using cross-platform development
frameworks that allow the same code to be deployed to many kinds
of devices. These are often referred to as “Hybrid” or “HTML5” apps. If
you choose this development route, you should rely more heavily on
the web design guidelines presented earlier in this document, and avoid
leveraging the look and feel of any one particular operating system.

iOS (Apple) Human Interface Guidelines Android Design Patterns Design for Windows Runtime Apps

BSA Brand Guidelines 79

 Real-World Example: BSA Camp Registration App
This prototype Camp Registration
app is built with native iOS UI
elements, using color and type to
brand it as a BSA app. Users of the
app will have a head start in using
it, since much of the interface will
already be familiar to them.

In this example, a custom map was needed given the

lack of detail in iOS-standard maps assets for individual
campgrounds. Where possible, your app should use
standard OS functionality — such as MapKit in iOS. Use of various weights
of the Adelle typeface
throughout the app keeps
the experience unified
visually, and meets
Boy Scouts of America
type standards.

Scouting Red is used as an accent color that indicates

interactivity or areas of high importance. Be judicious in your
use of color in an app. Choose one or two colors to indicate
interactivity. Follow brand-specific color guidelines.

A drop-down list might have worked on this

selection screen, but given the small number of
choices, presenting them as a table view is a
better choice.

BSA Brand Guidelines 80

Email

BSA Brand Guidelines 81

 Clearly identify the sender in the header of the email. In this example, the sender
is Troop 50. The sender should be very clear in the reply-to and in the subject line.
Avoid using the names of people. Instead, use the organization as the sender’s name.

The appropriate brand logo When sending HTML email,

should appear in the top left be sure to include a link to
corner of all Scouting emails. a web-hosted version of

HTML Email
It should link to the sender’s the newsletter for those
home page — in this recipients who may have
example, it would link to trouble viewing the message
the troop’s website. on an older device.

Rich email can be All images should have ALT

one of the most cost- text that clearly communicates

what the image represents,

effective tools in a digital

especially when that image
contains text. In email, ALT text
may be all the reader sees if
marketer’s belt, but it can images are turned off in his or
her email client, as many do As much as possible, set text

be complicated by issues by default. in HTML rather than images.

Images are turned off by default
in many email clients and your
with deliverability, a wide content may get lost.

range of recipient devices,

As with designing webpages,
and constantly changing attractive, relevant images
help draw readers in to content

technology. The tips at Use clear call-to-action

that interests them.

right will help you avoid buttons and links. Color

should be determined by the
brand’s accent color.
many common pitfalls.
Not all email clients support
background images; be sure
your default cell background
color provides enough contrast
to make text legible.
To comply with CAN-SPAM
regulations, all emails
must include the physical
address of the sender and Share buttons can extend the
a clear “unsubscribe” reach of your mailing list.
function.

BSA Brand Guidelines 82

 Email Signatures
When sending everyday correspondence, a professional-looking email signature reinforces the Scouting
brand but also serves a more utilitarian purpose, providing useful means with which the recipient can
reach the sender. A clean, organized signature is critical to communicating this information successfully.

Name set in Scouting Blue, Trebuchet Bold, 24 px.

Email signatures use the recipient’s installed fonts, so the
universal fonts are required.
Title and Department (optional) set in
Trebuchet Italic, Scouting Gray, 18 px.

Channel labels in Arial Bold, Scouting Gray, 12 px.

Optional mailing address set in Arial, Scouting
Gray, 12 px.

Channel links in Arial, Scouting Blue, 12 px. Omit

leading “www” and “http://” in human-readable link text. Optional “directions” link set in Arial, Scouting
Use these prefixes in the underlying HTML link. Blue, 12 px. Underlying HTML link should connect to
Google Maps or similar.

Use appropriate brand logo and colors. In this

example a BSA corporate palette and logo are used.

BSA Brand Guidelines 83

 Email Best Practices
Comply with relevant laws and regulations surrounding email, Send one big image. Email is a text-based medium, and your
especially the CAN-SPAM act. readers don’t want to download large images. Respect their time.

Follow permission-based marketing best practices. Make sure the Use “spammy” words like “Free” or “Offer” too frequently. This can
recipient has actively opted in to your mailing list. result in your message being sent straight to a spam folder.

Use an invalid “reply-to” address. Make sure the email you use to
Test your HTML emails on multiple devices (computers, tablets, and
send from can receive email. And check that mailbox frequently.
phones) before sending to a large group.

Write too much. Keep your content short and to the point. Link to
Test your emails with images turned off. Make sure all images have
a website with more details if necessary.
clear and meaningful ALT tags included.

Send mail regularly. Regularly sent mail keeps your organization Send mail too frequently. If you have a lot of content to get out,
familiar to the recipient and helps keep your list up to date. consider a regular “digest” format sent on a regular schedule.

Use off-brand email templates. Always keep the typography, color,

Personalize your email if possible. Make sure the content is relevant to
and imagery guidelines close at hand.
the recipient.

BSA Brand Guidelines 84

Online Advertising

BSA Brand Guidelines 85

 A Better Banner Color should be determined by the brand you are working
with. This is a BSA corporate ad that uses Scouting Blue
and Scouting Red within the diagonal.

A good BSA online ad should

work on several levels. The appropriate brand logo
should appear on the ad in a
highly visible place.
Many users may see your ad, but never click. For those who don’t
or won’t click, follow the maxim “first, do no harm.” Design ads
that follow BSA brand standards and use wholesome images
Use of simple, easily scanned
that enhance perception of the Boy Scouts of America. images of Scouts attracts
Use clear messaging with a
eyes and enhances the image
call to action.
of Scouting. Avoid complicated
For more qualified prospects, the ad should entice them to click
compositions with too much
by clearly stating a good offer, not by gimmicks or tricks. Use activity or clutter.
animation to enhance your message.

BSA Brand Guidelines 86

 Online Advertising Best Practices
Online advertising can be a great way to get your message out to people who may not be aware of you.
It can also be an intrusion, a distraction, and even annoying — three things the BSA is not. With that in
mind, here are some tips to being a good advertiser:

Use interesting imagery that meets BSA photography guidelines. Use complex or intricate imagery that takes more than a moment
Simple, easy-to-read images are best. to read. Avoid cliché stock imagery — it recedes and is off-brand.

Keep your message short and sweet, with straightforward copy that Use commercial phrases like “Free Shipping” or “Act Now” too
gets to the point quickly. Online ads are not a good venue for “clever.” frequently. It is OK to be direct and clear, but not intrusive.

Design your ad using BSA-approved colors and design conventions. Deviate from approved brand standards. Use BSA-approved
Online advertising is great for awareness and visibility, and we want to typefaces, color palettes, and design conventions.
present a uniform look and feel across our ads for maximum impact.

Try to attract attention with too much animation. A strong image,

Use animation to complement your message. Simple text swaps and
clean design, and simple, compelling language should be enough.
frame wipes work best for both file size and clarity.

BSA Brand Guidelines 87

 Real-World Examples

Despite its small size, this leaderboard attracts the eye with an
interesting image. Simple, clear words and high contrast get the
message across.

The web is cluttered with content, and “whitespace” — or

in this case bluespace — attracts attention. The high-
contrast type and simple color palette attract the eye, and
the design is enhanced by a thought-provoking photo.

With a larger leaderboard, it would be tempting to add more words, but

this example uses the additional size for a nice type lockup and plenty
of breathing room for a great image.
The vertical banner at right uses a very vertical image to great
effect. The line of the rocket’s path points to the Boy Scout
fleur-de-lis, drawing attention to the logo. High-contrast copy
grounds the layout, with a call to action and URL.

BSA Brand Guidelines 88

Social

BSA Brand Guidelines 89

 Social Considerations & Standards Official BSA Social
Media Guidelines

The BSA maintains an active presence in many social media

channels, including Facebook, Instagram, and Twitter, and considers
these sites important to connecting with today’s Scouts.
The BSA has prepared a “Social
Media Playbook” you may find
helpful in considering your own
social media strategy.

Like you, the BSA takes privacy and youth

protection very seriously. To help guide your
work related to social media and Scouts,
review the official guidelines.

BSA Brand Guidelines 90

 Many sites provide the ability to use a supplied
header image. This is a good place to use a photograph
that follows the BSA photography guidelines. This example
uses the diagonal, further branding the image.

Branding Social Sites

Scouts live their lives out of doors, in In your profile description or bio, be explicit about who
you are speaking for. This example is the BSA corporate

the real world, in the moment, and tend

Facebook page; your profile might represent a particular
pack or troop. Make that clear.

to come back to social media to share

these experiences with their friends Shared images are a great way to introduce brand
elements such as overlay treatments, logos, type, and

and family. color. See the following page for more tips on creating
shared images.

While most social networks impose a template or framework upon content

creators, we can still create a branded presence by using the BSA color, type,
image, and design aesthetics creatively — coloring within the lines.

A profile image created using the appropriate BSA logo

will let users know your presence is an official one.

A profile link should point to your specific website. If your

project doesn’t have one, ladder up to the most relevant
“neighbor.” For example, a troop or pack without a website
could link to the council site instead.

BSA Brand Guidelines 91

 CREATING IMAGES DESIGNED FOR SHARING

Share Images Adding a branded watermark helps

maintain the source of the image and
connects users who may be seeing it out
of context (on another’s feed or timeline)
back to its original source.

Between adventures, social media is also a

good place to continue the conversation, plan Including a hashtag in your posts,
images, and videos will help people

the next adventure, or gather inspiration

discover your content, and create a place
for conversation around it. Keep the
hashtags short and easy to spell.

from others. It’s our job to create content

that facilitates and furthers that goal, and a
few examples of good social “share” images
are shown at right.
In social media, authenticity is everything.
Use natural-looking images of real people,
places, and events, or don’t use an image.
Especially avoid posed or staged photography.

Social media loves inspiration in the form

of a compelling image or quote from a
famous former Scout.

BSA Brand Guidelines 92

Video

BSA Brand Guidelines 93

 Cinematography
As with still photography, moving images of active Scouts having fun are the most interesting to look
at. Where possible, use natural light and candid, unposed shots that feel real and unscripted.

These Scouts are having a great time, and the composition is Vary the camera angle — not all the action is at eye level in the Create a more interesting video by cutting in “B-Roll,” detail
dynamic and interesting, with nice depth of field. The leftmost real world. A lower- or higher-than-usual angle creates visual footage that can add visual interest. An arrow going into a target
Scout, slightly out of focus, draws your eye from bottom left interest. Get creative — the camera can be handheld at a low is a nice way to follow a scene where we see a Scout letting an
to the middle Scout, who is in focus. A pan right would further vantage point for a casual look, or use a Steadicam to add a degree arrow fly. It’s much more interesting than seeing the same arrow
reinforce this natural motion. of polish. A drone can get a nice high-angle shot, but a ladder, hill, hit the target from far away, over the Scout’s shoulder.
or tree works just as well.

BSA Brand Guidelines 94

 Title Cards
Though ideas in video are mainly conveyed by imagery and sound, it is sometimes necessary to insert
text or graphics on screen to emphasize an idea or provide a tie to a larger campaign or brand idea. As
with any BSA production, approved conventions for typography, color, and logo usage apply to video.

Running high-contrast type against a relatively Very large type on a very blurred background is A long hold on a more complex design element The most reliable way to include legible type
still background ensures that the type is legible another way to preserve legibility. Alternately, — in this case, the BSA logo — allows the viewer in your video is by setting it on a solid-color
while the story told by the imagery remains in consider a contrast-reducing color treatment to comprehend it without sacrificing image background. Black or white work well as a way
progress. In this example, the picture moves on the image (e.g., adjusting hue, contrast, or quality. Note the URL discreetly set on an area to close out a video. This treatment is especially
subtly (the man reeling in his line), while the saturation). Do not add drop shadows to text. of low interest (the boy’s solid-color shirt) in effective for complex logos or longer text.
type remains in place. the image, bottom right.

BSA Brand Guidelines 95

 Music
When you think of “Scouting music,” your first
inspiration might be campfire songs, and that’s
not entirely off-base. Traditional instruments A driving drumbeat and energetic acoustic guitar make
like guitar, harmonica, and piano work well this song feel energetic and inspired. A light banjo adds a
traditional flair.
with Scouting’s wholesome feeling, but beware
of sounding old-fashioned or folk-y.
Today’s Scouting sounds like an energetic,
adventuresome, and progressive interpretation A talented acoustic guitarist/singer leads the song, with

of traditional American blues, folk, and rock. percussion provided by an unseen group of polyrhythmic
hand-clappers, giving this vibrant song a modern folk feel.

BSA Brand Guidelines 96

 Real-World Examples
The following videos show how these guidelines have been applied to real-world projects.

Cub Scouting, “Do Your Best. Have Fun Doing It.” Venturing, “Build an Adventure” Scouts BSA, “Rocketman”

Energetic, big type and quick cuts combine in an interesting Widely varied camera angles, focal settings, and film speeds Slow motion and a myriad of interesting camera angles create
and engaging overview of Cub Scouting. make a visually interesting story that captures the experience a cinematic and dramatic snapshot of a day in the life of a
of Venturing on screen. Scout, and where that path eventually may lead.

BSA Brand Guidelines 97

 Happy Trails
Thank you for your time and effort in reading these guidelines. We With questions, contact:
Boy Scouts of America
hope your project will be the better for it, but this is a journey no one Marketing Department

takes alone. Please reach out if you need assistance or have ideas for 1325 W. Walnut Hill Lane
Irving, TX 75038
improvement. Millions of young people thank you in advance. Karen.Rash@scouting.org

BSA Brand Guidelines 98