BRAND IDENTITY EXPLORE YOUR WORLD … Scouts / Brand Identity Guidelines 6 The primary signature of...

BRAND IDENTITY GUIDELINES

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STEM Scouts / Brand Identity Guidelines 2

ExploreYourWorld


STEM Scouts is designed to teach young people science, technology,

engineering and math as they develop leadership skills and expand

those skills into future careers by giving them the opportunity to work

in teams, challenge themselves and connect with STEM professionals.

STEM Scouts, a coed program of the Boy Scouts of America, uses

BSA methods, such as the Scout Oath and Law, setting and achieving

goals, uniforms, leadership skills and adult role models. The program

aims to produce young men and women who show leadership, display

confidence, realize their skills and limitations, respect others’ opinions,

become problem solvers in all aspects of life, look for opportunities to

serve others, demonstrate good citizenship and show integrity in all

phases of their lives.

Brand PromiseInstill values and build character by encouraging the natural curiosity

of young minds and their interest in science, technology, engineering

and math.

MissionUsing experiential activities and interaction with STEM professionals,

the goal of the STEM Scouts program is to encourage the natural

curiosity of young minds and their interest in STEM fields.

What is STEM Scouts?


The STEM Scouts parent mark is a comprehensive mark, one

which combines symbols that represent its different factions:

Science, Technology, Engineering and Math. Each of these four

corners’ symbols has a complete, hemispherical mark which will

be detailed later in this guidebook. The parent mark is certainly

meant to represent STEM Scouts, but is not the only icon which

can do so. This is a flexible identity system with modular elements.

These elements combine to form one master trademark, but with

variations that can be used in different contexts.

GridThe parent mark relies

on a 1 x 1.25 ratio, with

three vertical columns

forming the grid.

The Parent Mark

1

1.25


The primary signature of the Parent Mark is made of three parts:

the symbol, the name and the descriptors. The name and the

descriptors together comprise the wordmark.

Breaking Downthe Parent Mark

Signature

Symbol

Wordmark


1

2

3

1 Symbol2 Name3 Descriptors


There are several secondary signatures of the Parent Mark in the

toolkit. Use the one that works best for each situation. For example,

the wordmark can be used separately from the symbol to emphasize

the background design, as on the pocket folder, or in applications

where the parent or child symbols are used as graphical elements and

the Parent Mark would seem repetitive. Some signatures have a built-in

container, which gives them more emphasis over color or photographic

backgrounds.

The Parent Mark: Secondary Signatures

1 2

3


4 5

6


Stationery System with Pocket Folder

Applications

Sarah BarnettSTEM Executive

865.243.8057 (O)865.588.3728 (F)1333 Old Weisgarber Rd.Knoxville, TN 37909

[email protected]

STEM_BCs_FINAL.indd 6 7/17/14 2:56 PM


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STEM Scouts puts boys and girls, grades 3–12, in labs led by volunteers and mentored by STEM professionals for fun, hands-on experiments. Kids will learn, play and lead, and they’ll do it in an environment that fosters teamwork and creativity.

STEMSCOUTS.ORG865-243-8057

START LEARNING:

A program being developed by the Boy Scouts of America. | © 2014 STEM Scouts. All Rights Reserved.

LET’S MAKE THEM EVEN SMARTER.

THEY’RE SMART.


Web Banner Ad

Half Page Ad

RECIPE FOR SUCCESS.FORMULA FOR FUN.

STEM Scouts puts boys and girls, grades 3–12, in labs led by volunteers and mentored by STEM professionals for fun, hands-on experiments. Kids will learn, play and lead, and they’ll do it in an environment that fosters teamwork and creativity.



START LEARNING:


CHARTERED ORGANIZATIONS CHARTERED ORGANIZATIONS4 5

Our logo symbolizes the endless insights gained from the study of science, technology, engineering and math.

UNLOCKING POTENTIAL

TO INSPIRE CURIOSITY IS TO CREATE A MIND OF ENDLESS IDEAS AND OPPORTUNITY.

Learning about science, technology, engineering and math provides eager minds with the tools to explore answers to the questions that pique their interest as well as to questions where answers remain a mystery.

WHAT IS STEM SCOUTS?

STEM Scouts is a new pilot program focused on fun and exciting ways for boys and girls, grades 3-12, to learn more about science, technology, engineering and math (STEM). A program being developed by the Boy Scouts of America, STEM Scouts, through instilling the values of the Scout Oath and Law, encourages the natural curiosity of young minds as they develop skills in leadership, teamwork, problem-solving and communication.

Using hands-on lab work, field trips, and interaction with STEM professionals, students expand their knowledge of academic concepts while they have fun and make friends. The hope is that their growing knowledge will translate into interest in the STEM-related careers that are so crucial to our country’s future economy.

3–5

9–12

6–8

30

Grades 3–5 learn basic concepts and teamwork

We turn the intensity up on high schoolers

Grades 6–8 lead teams for in-depth experiments

Maximum youth per class session or lab activity

HOW DOES IT WORK?

Hands-on experiments show youth how to apply STEM in everyday life, to develop leadership and communication skills and, perhaps, to turn those experiences into future careers. Fast-paced, fun and thought-provoking weekly meetings cover several disciplines in four- and six-week modules.

Adult volunteers work with Lab Units grouped by grade. Field trips and STEM professionals offer insight into how STEM skills are used in business and industry. High school Scouts have opportunities to publish in an online, peer-reviewed journal, giving a sense of accomplishment and knowledge about research practices. There are no ranks in STEM Scouts, but participants can earn achievement

TRAINED VOLUNTEERS, FUN, FAST-PACED LABS AND FIELD TRIPS.

TRAINED VOLUNTEERS, FUN, FAST-PACED LABS AND FIELD TRIPS.

awards for completing Individual Learning Modules that allow them further experimentation in areas of interest. Achievement awards require both participation awards as well as Individual Learning Modules.

STEM SCOUTS ACTIVITIES ARE DELIVERED THROUGH:

STEM SCOUTS AT A GLANCE

• Chartered Organizations

• Mobile STEM Laboratory

• STEM Scouts Activity Center

• Weekly Labs, monthly field trips, grouped by age

• Volunteer leaders and short-term, professional volunteer opportunities

• 4- to 6-week learning modules, lessons created by STEM educators

• Mentoring and publishing opportunities

• New skills and character development activities

• Mobile Lab for experiments on the go

CHARTERED ORGANIZATIONS 9CHARTERED ORGANIZATIONS 8

CHARTERED ORGANIZATIONS CHARTERED ORGANIZATIONS6 7

BECOME A CHARTERED ORGANIZATION

STEM Scouts depends on Chartered Organizations to sponsor Lab Units and recruit coed leaders and volunteers.

Trained leaders and STEP (Short-Term, Experienced Professionals) volunteers work with the Chartered Organization to create a positive STEM experience. Lab Units, grouped by age, study a series of four-to-six-week modules, with curriculum developed and vetted by STEM educators.

Each Lab must have at least five students, with at least two trained adult leaders for every 15 students. Labs meet weekly at a regular time and place. For middle and high school groups, a laboratory is preferred for safety purposes.

The Chartered Organization has youth and family programs, and STEM Scouts should be included in these offerings. The Chartered Organization must conduct STEM Scouts according to BSA policies and guidelines. The organization is expected to encourage field trips and summer camp opportunities.

STEM Scouts needs adult volunteers, both with and without experience in STEM fields. The STEM Scouts office may provide direction in selecting and approving unit leaders. Middle and high school Lab Units require that at least one leader has a STEM background.

The Scout Council provides materials and volunteer training needed for a successful Lab. Leaders don’t need all the answers, just an enthusiasm for working with curious, young minds.

STEM SCOUTS DEPENDS ON INTERESTED COMPANIES AND ORGANIZATIONS TO SPONSOR AND PROVIDE SUPPORT TO LAB UNITS.

The BSA supports the Chartered Organization with:

• Recruiting events

• Year-round training and resources

• Service center and staff support

• Liability insurance

• Loan of selected lab materials

ADULT VOLUNTEERS COUNCIL RESPONSIBILITIES

THE CHARTERED ORGANIZATION 1

2

3

a. Complete new unit application

b. Sign Chartered Organization annual agreement

c. Pay a $40 insurance fee

a. Identify 2 coed leaders (One STEM professional for middle and high school units)

b. Attend youth protection and leadership training

REGISTER YOUR UNIT

HOW TO FOUND YOUR STEM SCOUTS LAB

APPOINT YOUR LEADERS

RECRUIT + MEETCOSTS• Students: $150/year for registration, tee-shirt, lab coat, safety

glasses, backpack, and some supplies.

• Adults:$50/year for registration and logoed polo shirt.

• CharteredOrganizations: $40/year for liability insurance.

Chartered Organization Brochure


Website


The STEM Scouts child marks represent the individual

fields of study which comprise STEM: Science, Technology,

Engineering and Math. These marks should be used to

represent activities and tools pertaining to the individual

fields of study, rather than to represent the STEM program

in general (unless all four are used together).

Child Marks


The symbols in the STEM brand identity system are designed to

function as independent graphical elements as well as brandmarks.

They can be used alone or with their respective descriptors.

Child Marks: Circular


This is a flexible identity system, which allows it to adapt in order to

accomodate the various needs of such a broad program. However,

it is important to solidify some boundaries for the identity’s use,

because over-flexibility is an easy pitfall, and some guidelines will

help to lend coherence to the overall identity. To the right and on the

following page, most acceptable uses are shown. The corresponding

explanations are listed below.

Acceptable Uses

1. The identity marks are best displayed in full color on a white background.

2. The full color logo may also be displayed over one of STEM’s approved colors. For the subtext, whichever color matches the background should become white.

3. The parent mark can also be shown in black and white, with the mark in black over a white background.

4. The mark can also be reversed out, with the white mark over a black background, or over any of the STEM Scouts approved colors.


1

3

2

4

continued »


As mentioned in the “Acceptable Uses” chapter, over-flexibility can

often be the pitfall of flexible identity systems. In order to make

sure the identity maintains its unity and coherence, there are certain

stylistic treatments that should be avoided. Although the examples

shown to the right and on the following page by no means cover all

unacceptable treatments of the logo, they should serve as a mostly

comprehensive guide of unacceptable use.

Unacceptable Uses

1. Using any off-brand colors in the parent mark, child marks or permutations. This also includes rearranging the logo’s colors and using unapproved background colors.

2. If the mark is to be printed in black and white, it should be converted to outlines, as shown under acceptable uses. The full-color logo should never be printed in black and white, as shown in this example.

3. It may sometimes be tempting to scale the individual parts of the logo, but as shown in this example, the logo’s integrity is compromised by scaling one part without the other. Several signatures have been created to work well in a range of situations.

4. Adding any drop shadows, pseudo-embossing, or any other graphical effect to the logo also detracts from the identity’s integrity and is likely to create brand confusion.


1

3

2

4

continued »


5. The only acceptable typeface for the logo’s wordmark is Gotham Rounded Bold, and it has been sized and composed in a very specific way. Do not manually recreate any of the STEM Scouts logos with other typefaces.

6. Lowering the opacity of the complete primary or child logo in order to create a watermark, or for any other reason, is ill-advised. However, if a symbol is being used alone as a graphical element and not an identifier, a subtle effect such as a blind emboss may work well.

7. Rotating any part of the logo is unnecessary and will will also likely result in brand confusion.


5 6

7

STEMSCOUTS


A minimum space is required between the logo signatures and

any surrounding elements. The space is relative to the size of the

logo. It is equal to the distance between the symbol and the word

“SCOUTS” in the vertical signatures and 175% of the height of the M

in “STEM.” This space is designed to ensure that the individual parts

of the signature are always closer to each other than they are to

any external element, so that the signature is perceived as a single

cohesive mark.

Minimum Clearspace


When the symbol is being used as a graphic element, the clearspace

requirement is slightly different. The circular symbol looks best

with a clearspace of at least 1/8 its total width, as on the button

example above.

If the symbol is being cropped as a background, there is no clearspace

requirement but the shapes should be cropped in a pleasing way.

In the third example, the edges of the symbol are too close to the edges

of the design, which creates unpleasant tension.

YellowRed

PMS 143 CCMYK: 0 32 87 0RGB: 252 181 59

PMS 7416 CCMYK: 0 72 70 0RGB: 242 108 82

Blue Warm Black

PMS 551 CCMYK: 35 3 8 7RGB: 151 198 213

PMS 405 CCMYK: 26 31 35 72RGB: 78 69 64


Four primary and three secondary hues comprise the brand palette

and provide a customized spectrum for the visual identity. The exact

hues are designed to work together in harmony and to make the STEM

Scouts brand unique and memorable. CMYK and RGB equivalents

are provided to ensure consistency across media. The hues can be

darkened with the addition of black to create additional colors that

are harmonious with the core palette. To extend the range of neutrals,

grays can be created by tinting the STEM Scouts black, and a warm

white can be created by tinting the STEM Scouts yellow to 30%.

Color Palette

STEM Scouts / Brand Guidelines 28

Warm WhiteWhite

10% Gray

50% Gray

20% Gray

60% Gray

30% Gray

70% Gray

40% Gray

80% Gray

Green

PMS 563 C CMYK: 54 0 29 2RGB: 107 187 174

143 C (30% tint) CMYK: 0 10 24 0RGB: 255 231 195

Black 405 C (10% tint)








Medium Blue Purple

PMS 7698 C CMYK: 65 9 0 53RGB: 65 116 141

PMS 2583 C CMYK: 47 72 0 0RGB: 160 94 81


FrequencyThe secondary colors should be used

less frequently than the primary colors.

They work well as accent colors or as

main colors in applications that would

benefit from standing out from the core

branded materials.


The STEM Scouts brand identity has two typefaces — Gotham

Rounded and Sentinel, both of which come from the Hoefler & Co. type

foundry. Gotham Rounded Book is used for body copy; The heavier

weights are used for headlines and subheads. Sentinel is primarily used

for captions and other small portions of text that benefit from being in

a contrasting typeface. Both typefaces can be used in all caps to give

emphasis to pull quotes and headlines.

Typography


Gotham Rounded

Sentinel

AaBbCcDd12345678abcdefghijklmnopqrstuvwxyz0123456789



When the primary typefaces are not available, the following alternate

typefaces should be used to maintain visual consistency. The open-

source Raleway family is legally available for download from

www.google.com/fonts.

Typography: Alternate Typefaces


Raleway

Georgia

AaBb12345678


abcdefghijklmnopqrstuvwxyz0123456789


PatternsThere are an assortment of patterns in the toolkit. These can be used

as accent or background graphics. When using as a background,

make sure that they remain low-contrast and any text on top of the

background is still clear and legible.

LET’S MAKE THEM EVEN SMARTER.

THEY’RE SMART. STEM SCOUTS AT A GLANCE:

• Weekly Labs, monthly field trips, grouped by elementary, middle and high school

• Volunteer leaders and short-term professional volunteer opportunities

• 4- to 6-week learning modules, lessons created by STEM educators

• Mentoring and publishing opportunities

• New skills and character development activities

• Mobile Lab for experiments on the go

GROW NEW SKILLSSTEM Labs are a chance to

be creative; develop leadership, problem-solving, teamwork and communications

skills; and learn to think like a STEM professional.

LEARN BY DOINGSee how real companies use

hands-on experiments like those in STEM Labs to invent new

technologies, medicines and ideas that change lives.

PREPARE FOR THE FUTURE

Mentors, research skills and the opportunity to publish in a peer-

reviewed journal increase chances for college scholarships.

STEM jobs are projected to grow 17% by 2018, and STEM salaries average 26% more than salaries for non-STEM jobs.


STEM Scouts is focused on fun ways for girls and boys, grades 3–12, to learn more about science, technology, engineering and math (STEM). Hands-on experiments, field trips and interaction with STEM professionals help students learn academic concepts and see how STEM skills are used in real-world jobs.

STEM SCOUTS NEEDS YOU. You can sponsor a Lab, be a Lab leader or a short-term volunteer.


START LEARNING:

STEM_flyer_general_L+N.indd 2 8/13/14 2:07 PM


Photographic StyleThe photographs used in STEM Scouts branded materials are

colorized in a specific way to reinforce the visual distinctiveness of

the brand and enhance their emotional quality. There is a sample

Photoshop document in the toolkit with adjustment layers which can

be applied to any new photography.

SubjectsSubjects should be children of appropriate ages

and their instructors.

Lab SettingSubjects should be shown doing experiments in the

laboratory environment.

AccurateSubjects should wear proper lab attire: goggles, goggles that fit

properly over glasses, shoes and shirts.

DiversityTry to maintain ethnic diversity, gender balance, and all ages

(elementary, middle, high school) on materials that present the

program as a whole.

AppropriateSubjects should be shown exhibiting socially appropriate and

safe behavior.

AuthenticSubjects should be real students and instructors whenever possible.


continued »


Model ReleasesAll photos and videos should have proper, signed releases.

The official BSA Talent Release form is available for

download from the Marketing Toolbox,

www.scouting.org/marketing.

When capturing images at a crowded event, make it

known that any and all attendees may be photographed or

recorded and used in BSA promotions and publications.

Honor the request of anyone who asks not to be

photographed or recorded.

Adjustment LayersTop Left: Photo before

adjustments

Bottom Left: Photo after

adjustments


IconographyThere are two styles of icons in the STEM Scouts brand system.

Black and white line-art icons designate the benefits; color

illustration icons designate aspects of the program itself.

Benefit Icons


Overview Icons


The trademarks and logos of the Boy Scouts of America are

protected by a 1916 act of Congress (36 U.S.C. 27) as well as by

a variety of registrations with the U.S. Patent and Trademark Office.

The 1916 act specifically gives the Boy Scouts of America the sole

and exclusive right to use emblems, badges, descriptive or

designating marks, and words or phrases the corporation adopts.

These and all art or logotypes obtained from the Boy Scouts of

America National Council are the exclusive property of the Boy

Scouts of America and must be used and displayed as shown in

this manual or official artwork unless otherwise stated in writing

from an authorized officer of the Boy Scouts of America National

Council. In other words, they must appear with any ownership

symbols exactly as received, and no additional symbols are to

appear in connection with them. If the manual or official artwork

indicates the artwork or logotype is the subject of a U.S. trademark

registration certificate, it should appear with the ® symbol. It is

customary that the ® symbol is used once in the headline of an

advertisement (if it is used in an ad or a poster) and then the first

time it is used in the text. The ® symbol is placed on the upper

right of the last letter of the trademark (if it is a word mark) or on

the lower right of the symbol (if it is a design mark) and in a size

that is approximately one-third the size of the largest letter or

element in the trademark (but never so small that it can’t be read).

Trademark Protection


An attribution statement must be placed at the bottom

of any advertisement or poster that clearly indentifies

trademarks or design marks of the Boy Scouts of America.

This might read as follows: “BE PREPARED is a registered

trademark of the Boy Scouts of America.” For additional

guidance, visit www.scouting.org/licensing.

If you have any questions concerning correct trademark

usage, please contact Brand Management at the National

Council for further guidance.

STEM Scouts

Pilot Program

1333 Old Weisgarber Rd.

Knoxville, TN 37909

[email protected]

865-588-6514

All use of STEM Scout

logo and icon assets must

be sent for approval to:

[email protected]

Version 1.0

9/4/2014

For questions, please e-mail:

[email protected]

Boy Scouts of America

1325 West Walnut Hill Lane

P.O. Box 152079

Irving, Texas 75015-2079

scouting.org


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