OUR BRAND VALUES

Fun FriendshipAdventure

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LOGO OVERVIEW

Primary logoThe Beaver Scout logo is a 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.

Mono logoOn occasion, it will not be possible to use the standard logo formats (in black ink only documents for example). In these situations, a mono logo is permitted.

Minimum sizeTo ensure legibility, the minimum size for reproductionof the logo is 25mm.

Exceptional logo

This version of the logo (shown right) should only ever be used in exceptional circumstances, for example in the address bar of a browser or on merchandise.

Minimum size: 25mm

Mono logo

Breathing spaceTo ensure our logo has a strong impact, we have created an exclusion zone around it. This is calculated using the large B. Please ensure that no other graphic elements (such as text or imagery) intrude into the clear space exclusion zone.

The Scout Association logo

All Beaver Scout materials should be endorsed by The Scout Association logo. This should appear on the reverse of Beaver Scout materials. Where this is not possible, for example in digital communications, please ensure it appears secondary to the Beaver Scout logo.

Use with other logos

If the Beaver Scout logo needs to be used alongside other logos (such as Cubs for example) the same rules for minimum clearance around the logo should be followed.

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.

File formatseps/ai: all professionally printed documents and applicationsjpeg: Microsoft programmesgif: online usage

Primary logo

The Scout Association logo

Exceptional logo Exceptional mono logo

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Please don’t try this at home!Please treat the Beaver Scout logo with respect. It can only gain recognition if we use it consistently.

Please adhere to the following rules and never change the Beaver Scout logotype:

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 logo.4. Never distort the logo.5. Never change the Beaver logo typeface.8. Never change the angle of the logo.

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.

FrutigerOur 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 Beaver Scout materials.

BeaversFunhouseThis typeface has been chosen for its playful personality. It is available in a single weight. BeaversFunhouse can be used for headings and areas of interest when producing Beavers materials. Please DO NOT overuse.

ArialArial is used in day to day documents and communications such as emails and Microsoft Office applications including PowerPoint and Word.

VerdanaVerdana is our web typeface.

Frutiger 57 Condensedabc abc abc abcFrutiger65 Bold

Frutiger75 Black

FrutigerLightCnItalic

Frutiger75 Black

BEAVERSFUNHOUSEThe BeaverFunhouse font is used to add personality to our communicatiions. This font should only be used for headings and for areas of special interest.

TYPEFACES

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Our colour palette has been chosen to createa distinctive and identifiable look and feel. The coloursare tonally striking in order to engage with our targetaudience.

Black may also be used for text and where colourreproduction is not available. White may be used fortext on dark colours and for background areas.

The following breakdowns must always be used to ensure a consistent appearance.

PrintItems will either be printed in 4 colour using CMYKbreakdowns or PMS Colours.

DigitalColours on screen will require use of RGB breakdowns. When creating pages for the internet please use HTML breakdowns.

There is a team of characters who together represent the adventure, fun and friendship of Beaver Scouts. Their names are inspired by woods and trees and each of them have their own unique characteristics. From left to right may we introduce:

Ash – he likes science and nature; he’s rarely seen without his magnifying glass and jam jar of tadpoles!

Cherry – she’s always up for adventure; likes climbing, canoeing and anything active.

Woody – he wants to travel the world; loves running, football and cycling. The sporty one!

Holly – she loves singing, dancing and acting; a bit of a show off but has a heart of gold.

You should always try to include at least two characters on any resources. Please use at least one male and one female character. There are other Beaver characters too, who also may be used in artwork.

It is important that additional illustrative elements reflect and complement the illustrative character style.

colour PALETTE

PANTONE®513 C

HTML a54599

R 165 C 38G 69 M 87B 153 Y 0 K 0

PANTONE®1245 C

HTML d59f0f

R 213 C 0G 159 M 28B 15 Y 100 K 18

PANTONE®1815 C

HTML 7a1715

R 122 C 30G 23 M 98B 21 Y 100 K 40

PANTONE®Pro. Mag. C

HTML 1b195a

R 236 C 0G 0 M 100B 140 Y 0 K 0

PANTONE®312 C

HTML 00afdb

R 0 C 96G 175 M 0B 219 Y 11 K 0

PANTONE®Pro Yellow C

HTML fff200

R 255 C 0G 242 M 0B 0 Y 100 K 0

ILLUSTRATION

PANTONE®485 C

HTML e03228

R 224 C 0G 50 M 94B 40 Y 94 K 6

Ash Cherry Woody Holly

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Photography is important too. 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 the staged presentation shots (‘grip and grin’) static group shots and and shots of people’s backs.

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.

Join our great big bug hunt!Feeling itchy yet? You will. Our great big bug hunt begins on Saturday 12 March at 9am. We’re meeting at the City Park gates and every Beaver Scout in Essex is invited to join in the fun. Bring a pair of wellies, a waterproof and a jam jar. It’s going to be very buzzy day . . .

Advance notice: Beaver Scout nature trail announced For the attention of all Beaver leaders, assistant Beaver leaders and ACC (Beaver Scouts). There will be a county nature trail event taking place on Saturday 12 March. In case of inclement weather, all Beaver Scouts are advised to make wet weather provision. All Beaver Scouts should also bring a receptacle for collecting specimens. Beavers are advised to muster at the city park gates at 9am.

Informal Encouraging

PositivePhotography TONE OF VOICE

Good example 1

Good example 2 Good example 3

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Materials for young people

Here are some examples of Beaver Scout resources for young people.

Materials

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FINISH!

START!

& MERCHANDISE

Materials for adultsHere are some examples of Beaver Scout resources for adults.

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Note: Sample products only - not currently available

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