Celebrating Scouts Founders Day

25 February 2025

This Scouts Founders Day, we celebrate the over 50M Scouts and volunteers worldwide, and a history of helping young people embark on journeys of discovery, adventure, and independence.

It’s hard to imagine that in 1998-99, despite being a household name, The Scouts Association faced a major challenge: waning membership. Rising distractions like TV, digital games and time-strapped parents meant scouting was losing its place in young people’s lives. By 2000, a strategic review led to a full-scale Scouts branding programme, including creating 7 Section sub brands (Beavers, Cubs, Network etc). Leadership workshops were followed by all-age research, carefully evolving the branding identity to:

• Honour the past: we looked back to build on the legacy of founder, Robert Baden-Powell, who started the Scouting movement in 1907

• Visually transform: Retaining the iconic Fleur-de-Lys and  rich purple, we added a fresh lime green and a broad, vibrant colour palette for all age Sections

• Revive a forgotten motto: “Be Prepared” had been abandoned for over 34 years – so we reinstated it as part of the logo, imbued with more meaning and energy

All of this took place pre social media, or even CMS-built websites! No digital toolkits, no instant updates. Hard-copy training manuals distributed with CDs was a step forward.

Rebranding succeeded in revitalising the Scout Association, helping it stay relevant, to connect with and inspire young people.