A daringly reimagined fleur de lis as a minimalist symbol for the digital age.


Some kind words

☺ — ‘The ambition of the Scouts rebrand is summed up on page 7 of our new brand guidelines – problem solvers and team players. We assembled a unique bunch of creatives, supported by volunteers and staff to reshape our brand to better reflect our values and belief in preparing young people with the skills they need to succeed in life. Our brand guidelines, visual identity and range of templates for members to use – created with NotOnSunday sums up this attitude and would not have been possible without Trevor and Mike.’

Kevin Yeates Head of Creative at Scouts

Project information
Working closely with the team at Scouts we created a bold new brand and visual identity, focusing on skills for life as their key benefit.

It was important for us that we created a brand that was fun and exciting whilst retaining strong links to its heritage. We did this through creating a new contemporary fleur-de-lis, making it immediately recognisable, and more usable in print, fabric and digital. Along with extensive guidelines we worked with the team to create a series of brand templates that follows a simple and adaptable system for all the Scouts members to use.

The new brand aims to better communicate the character, employability and practical skills young people gain. This will help raise public understanding and awareness of Scouting’s impact on members and their local communities.

The rebrand has gone on to win a number of creative and of industry awards including, best visual identity from a charity/NGO/non-profit and best localisation of an international brand at Transform awards. We have continued to work closely with Scouts on a number of creative briefs from badges to Tone of voice guidelines.

Scope of work
Visual Identity
Brand Guidelines
Art Direction

Tone of Voice: We All Need Words
Photography: Various

Thanks to all the team at Scouts for getting us involved in such a big part of the Scouts history.