ON TARGET - The Scout Association

ON TARGET 

A guide to the Explorer Scout 

brand and visual identity

WELCOME 

Let’s face it. By the age of 14, most young people know 

what they want. Explorer Scouts therefore have a big 

say in what they do, while being supported by adult 

volunteers. Explorer Scouts, who are aged between 14 

and 18: 

• get to try activities such as power boating, sailing, 

snow and motor sports 

• deliver campsite services - running activities or 

helping with site maintenance 

• fundraise and help in the community 

• go on camping expeditions in the UK and abroad 

• go for The Queen’s Scout Award, Duke of Edinburgh 

Bronze, Silver and Gold and the Explorer Belt 

(a 10 day challenge abroad) – all recognised by 

universities and employers 

• train as Young Leaders – working with an 

experienced adult, they learn how to run activities 

for young people aged 6 - 14.

OUR BRAND 

VALUES 

FUN AND 

FRIENDSHIP 

CHALLENGE 

AND 

ADVENTURE 

POSITIVE 

IMPACT

LOGO 

OVERVIEW 

Primary logo 

The Explorer Scout logo is the stamp of quality and 

approval on all resources, communications and 

merchandise. It is our signature. To ensure it is 

easily recognised it must be reproduced accurately 

and consistently. 

The primary version of the logo is shown on the right. 

This full colour logo is always the preferred version. 

The logos should always be reproduced from a master 

reference. This is available in eps, jpeg and gif format at 

www.scouts.org.uk/brand. 

Black & white logos 

On occasion, it will not be possible to use the standard 

logo formats. In these situations, the black and the 

white version of the logo is permitted. 

Minimum size 

To ensure legibility, the minimum size for reproduction 

of the logo is 25mm. 

Primary logo 

Secondary logo 

Mono logo 

Exceptional mono logo 

Minimum size: 

25mm 

 

The Scout Association logo

Breathing space 

To ensure our logo has a strong impact, we have 

created an exclusion zone around it. This is calculated 

using the letter X from Explorer, twice. Please ensure 

that no other graphic elements (such as text or imagery) 

intrude into the clear space exclusion zone. 

The Scout Association logo 

All Explorer Scout materials should be endorsed by 

The Scout Association logo. This should appear on the 

reverse of Explorer materials. Where this is not possible, 

for example in digital communications, please ensure 

it appears secondary to the Explorer logo. You may not 

be able to open certain logo formats on your computer 

but designers and printers will have the appropriate 

software to do so. 

Use with other logos 

If the Explorer logo needs to be used alongside other 

logos (such as the Scout Section logo for example) the 

same rules for minimum clearance around the logo 

should be followed. 

File formats 

eps/ai: all professionally printed documents and applications 

jpeg: Microsoft programmes 

gif: online usage

LOGO 

MISUSE 

Please don’t try this at home! 

Please treat the Explorer Scout logo with respect. It can 

only gain recognition if we use it consistently. 

Please adhere to the following rules: 

1. Never change the colour of the logo or add a filter. 

2. Never apply the logo on a colour of similar contrast. 

3. Never remove any elements of the Explorer logo. 

4. Never distort the Explorer logo. 

5. Never change the Explorer logo typeface. 

6. Never change the angle of the Explorer logo. 

EXPLORER

TYPEFACES 

Our typefaces are integral to our visual identity. They 

allow us to convey the personality of our brand even 

when no other elements are present. 

Frutiger 

Our primary typeface is called Frutiger. It has been 

chosen for its simplicity and legibility. It is available in 

a variety of weights. Frutiger can be used for headings, 

subheadings and body copy when producing Explorer 

Scout materials. 

Explorer 

This typeface has been chosen for its adventurous 

personality. It is available in a single weight and should 

only be used in uppercase. Explorer should be used for 

headings and areas of interest when producing Explorer 

Scout materials. Please DO NOT overuse. 

Arial 

Arial is used in day to day documents and 

communications such as emails and Microsoft Office 

applications including PowerPoint and Word. 

Verdana 

Verdana is our web typeface. 

Frutiger 57 Condensed 

abc abc abc 

Frutiger 

65 Bold 

Frutiger 

75 Black 

EXPLORER 

Frutiger 

46 Light Italic 

The Explorer font is used to add personality to our communications. 

This font should only be used for headings and for areas of special interest.

COLOUR 

Our colour palette has been chosen to create a 

distinctive and identifiable look and feel. The colours 

are tonally striking in order to engage with our target 

audience. 

Black may also be used for text and where colour 

reproduction is not available. White may be used for 

text on dark colours and for background areas. 

PANTONE® 

357 C 

HTML 1C5631 

R 28 C 84 

G 86 M 41 

B 49 Y 87 

K 37 


BLACK PROCESS 

HTML 231F20 

R 35 C 30 

G 31 M 0 

B 30 Y 0 

K 100 

The following breakdowns must always be used to 

ensure a consistent appearance. 

Print 

Items will either be printed in 4 colour using CMYK 

breakdowns or PMS Colours. 

Digital 

Colours on screen will require use of RGB breakdowns. 

When creating pages for the internet please use HTML 

breakdowns. 


397 CVC 

HTML C1BB00 

R 193 C 33 

G 187 M 14 

B 0 Y 100 

K 0 


WARM GRAY C 

HTML 85776F 

R 133 C 51 

G 119 M 49 

B 111 Y 49 

K 12 


467 C 

HTML D6BA8B 

R 214 C 19 

G 186 M 27 

B 139 Y 49 

K 0 

 


356 C 

HTML 007833 

R 0 C 92 

G 120 M 24 

B 21 Y 98 

K 10 


2955 C 

HTML 003763 

R 0 C 100 

G 55 M 81 

B 99 Y 31 

K 23 


2995 C 

HTML 00A7E1 

R 0 C 80 

G 167 M 9 

B 225 Y 0 

K 0 


2945 C 

HTML 004A97 

R 0 C 100 

G 74 M 72 

B 151 Y 9 

K 1

ILLUSTRATION 

The illustration style for Explorer Scout materials uses 

a mixture of line drawings and photography. A cut-out 

image has a white offset line based on the silhouette 

added behind the main image. The weight and offset 

will depend on the size of your image; use this example 

as a guide. 

The background has a simple black and white tracing 

multiplied on top, which is then coloured dark green 

(Pantone 357) 

All images should demonstrate the fun, challenge and 

adventure of Scouting.

PHOTOGRAPHY 

Photography is also important in our communications. 

Imagery should be active and fun. We want to show 

the diverse and adventurous aspects of Scouting. It 

is important that the photography complements our 

typography across all materials. 

Try to avoid the use of staged presentation shots (‘grip 

and grin’), static group shots, shots of people’s backs or 

excessive use of uniform shots. 

Good example 1 

Good example 2 Good example 3

TONE OF VOICE 

It doesn’t just matter what we say, it’s how we say it. 

Spend a little time getting your copy right. Remember 

to keep it positive, informal and encouraging. 

INFORMAL 

POSITIVE 

ENCOURAGING 

One river, four barrels, one hour. Up for it 

We’ve got the equipment if you’ve got the time. Join young people your age and 

tackle one of the toughest river crossing challenges in the UK. You don’t have to be an 

expert (and you don’t have to be a Explorer Scout) but yes, you will get wet. Bring your 

friends and find out what adventure really means. 

Scout Section Activity Notification 

A water activity will take place on Saturday 5 July. It is open to Explorer Scouts plus 

others who have expressed an interest. Please note that a change of clothes is a 

requirement. This also represents a recruitment opportunity.

THE BRAND 

IN PRACTICE 

Materials for young people 

Here are some examples of Explorer Scout 

resources for young people. 

JUST HANGING OUT. 

New skills and activities, friends who are 

on your wavelength, plus volunteering 

opportunities and useful experience for your 

CV... Explorer Scouts offers all these things 

and more. If you want more out of life and 

are not happy to settle for second best, then 

you’ll love what we do. 

Take the leap, you won’t regret it. 

GAME OF ARROWS 

ANYONE 








Aim high, you won’t regret it. 

NEW SET OF 

WHEELS. 








Give it a try, you won’t regret it. 

For more information visit 

www.scouts.org.uk/join 

or contact 

info.centre@scouts.org.uk 

GIRLS NIGHT OUT. 

© Copyright 2012 The Scout Association Registered Charity number 306101 (England and Wales) and SC038437 (Scotland) 








Come on over, you won’t regret it. 



or contact 


PASSING IT ON. 




CV... Being a young leader offers all these 

things and more. If you want more out of life 

and are not happy to settle for second best, 

then you’ll love what we do. 

Volunteer, you won’t regret it. 




or contact 





or contact 





or contact 


© Copyright 2012 The Scout Association Registered Charity number 306101 (England and Wales) and SC038437 (Scotland)

GAME OF ARROWS 

ANYONE 

JUST HANGING OUT. 



or contact 




or contact 


© Copyright 2012 The Scout Association 

Registered Charity number 306101 (England and Wales) and SC038437 (Scotland) 

© Copyright 2012 The Scout Association 

Registered Charity number 306101 (England and Wales) and SC038437 (Scotland)

© Copyright 2012 The Scout Association Registered Charity number 306101 (England and Wales) and SC038437 (Scotland)

ON TARGET - The Scout Association

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