A semester-wide project in which a dead, dying, or defunct brand was chosen for re-branding. The goal was to reimagine and resurrect the brand in a new light without departing from its core soul that gave the brand original significance and meaning. The re-branding process was carried out through three phases of research, development, and standardization of a renewed identity, mission, and vision.

The core mission and soul of the original Boy Scouts of America was identified under the statement, “To empower young boys with the kinds of upstanding values and practices that will help build them up as tomorrow’s leaders.” The renewed brand mission extends this notion of “building up tomorrow’s leaders” in more explicit terms that center around service, and the extension of “community, empathy, and service to all people.” All concept and design of the brand’s renewed identity and vision were centered around these three core values.

The new “Scouts of America” brand and logo is represented by an illustration of three points coming towards one another and clasping together to symbolize the three unified pillars of “community, empathy, and service.” However, at the same time, certain visual cues of the symbol pay homage to its roots with ambiguous resemblances to the trefoil represented by the original logo.

To carry out the vision of the renewed "Scouts of America," three brand guidebooks were designed and created to capture the phases of research, development, and standardization of the brand. The design of the books themselves was to encompass a modern take of the scouting handbook. In addition, a website was created to function as a platform to illustrate a comprehensive set of brand extensions that would bring the renewed identity and vision to life.  A Venn diagram was created to outline how these extensions would work to reflect the ways in which building up the “self” can empower the individual to best serve “others.”  

Visit the website: Scoutingtothemargins.org