Drawing on the association’s 100-year history to showcase its modernity

Every year, the Scouts and Guides of France bring together growing numbers of young people around a resolutely contemporary educational project. Through action, the association empowers children and adolescents to develop a sense of autonomy and responsibility by engaging with the real world and experiencing the core challenges of our society: solidarity, gender equality, respect for the environment, international openness and so much more. But the movement is still clouded by prejudice and misconceptions.

With the goal of modernizing this perception, we—along with a team of dedicated volunteer Scouts and Guides—put together the brand’s strategic tools, shaped its new identity and initiated and supported its communication strategy. 

The visual identity is conceived as a game where everyone is invited to take part, share, exchange, meet, grow, laugh… in short, to exist. Leaving behind the fleur-de-lis and the clover symbols, which were thought to be too snooty, the Scouts and Guides of France dare to embrace the new and clearly express their commitment to openness towards others. The new logo represents the unity of the movement: together, we are stronger and more robust, to go further and higher. A symbol with a raw design, where each person can imagine a camp, trail signs, building blocks, a coded script, etc.