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On the eve of its centenary in 2020, the Scouts and Guides of France movement, the leading French Scouting association with over 85,000 members, asked us to renew its branding.
Scouts and Guides of France has experienced a growth rate of over 20% in 5 years, with more and more young people getting involved every year in this very contemporary educational project.
Through action, the association trains young people to be independent and responsible in real life situations, taking part in experiences related to the major challenges of our society: solidarity, gender equality, environmental protection and international openness…
“A participative, collaborative project that visually illustrates the strength of our methods and our association: energy and exciting educational adventures.”
Marie Mullet-Abrassart,
President of the Scouts and Guides of France association
However, the image of the movement is at times subject to some prejudice and confusion. To modernise this perception, together with a team of Scout and Guide volunteers, we formalised the brand’s strategic tools, shaped its new identity and initiated and supported a communication strategy with our partner Openspace.
The new, raw logo design represents the unity of the movement: together we are stronger and more solid, going further and reaching higher. We designed a graphic identity around the logo to represent the joyful, colourful image of the movement.
A positive, optimistic message for a movement that welcomes the future with open arms, ready to share the values of a united, responsible world.
A positive, optimistic message for a movement that welcomes the future with open arms, ready to share the values of a united, responsible world.
“The agency’s team took the time to adapt to our way of working, particularly when working with our volunteers. Mutual trust was quickly established, with exciting results.”
François Mandil, National communication and external relations officer, Scouts and Guides of France.
102
symbols designed
3
co-creation workshop
1
TopCom award
23
volunteers involved