Refreshing the Scouting brand for the digital age

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World Scout Bureau Global Support Centre, Kuala Lumpur from Worldwide

Dear friends, 

The Scouting brand is recognised globally and since its last update in 2007 it has been widely adopted and adapted by many National Scout Organizations (NSOs) to position us as the world’s leading educational youth movement. Over the past 15 years, the image of Scouting has evolved and new digital technologies, creative design trends, social media platforms, and innovations in the fields of education and youth development have emerged.

As we start to develop a new Vision and Strategy for Scouting that will shape the direction of our Movement for years to come, we are excited to embark on a journey to review and refresh the World Scouting brand to make it more modern, youthful, engaging, and attractive to young people, adult leaders, volunteers, as well as partners and donors.

This branding refresh initiative will take place over the next two years leading up to the 43rd World Scout Conference and responds directly to the objectives outlined in the World Triennial Plan to better position our Movement for the future. The initiative, which is being led by a team of staff and volunteers as part of the Operational Framework, aims to refresh the Scouting brand for the digital age - keeping the iconic elements of the logo, fleur-de-lis emblem and purple colour scheme, while modernising other visual and narrative elements of the Scouting brand.

The first phase of the initiative will run until January 2023 to conduct research and hold a series of focus groups with key stakeholders, including NSO leadership and communicators, to gather feedback about the current brand and how it can evolve to become more modern.

Phase two will be aligned with the development of the new Vision and Strategy for Scouting. It will begin in February and involve working with a world-class branding and marketing agency to design and develop the refreshed Scouting brand elements. Beginning in early 2024, phase three will see the rollout and implementation of the refreshed Scouting brand across World Scouting’s communications and to NSOs.

We will soon be reaching out to NSOs to involve them in this process and will continue to share updates on our progress throughout the triennium. If you have any questions regarding this branding initiative or would like more information on how your NSO can be involved, please contact David Venn, Global Director, Communications with the World Scout Bureau at

Yours in Scouting,


Ahmad Alhendawi
Secretary General
World Organization of the Scout Movement

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