Final Brand Identity Guide

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    Brand Identity Guide

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    Table of Contents

    Purpose.............2

    Council, Group, Department, and Team Designation Guidelines.......3

    What must be included by a Local Unit...............................................4

    Corporate Trademark...........................5

    Theme Components ........6

    Corporate Signature.....7

    Position and Identity...........8-10

    Fonts.......................................11

    Must be included in all council documents................12

    Email and Flyer Template..........13

    Letter Head Template14

    Examples of Brand Identity...15

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    Purpose: The main purpose of the Northern New Jersey Council Brand Identity Guide is to achieve consistency throughout all Northern New Jersey Council forms of communication in adherence with the National Boy Scouts of America Standards. This can be achieved by persistent application of the rules and guidelines provided in this guide. How to use the guide- This guide will you show you step by step what to put in your type of marketing communication and how to use it correctly. Each page will show you what to use, how to use, and what you can and cant use to market. Information used and can also be found in the BSA Brand Identity Guide, BSA Website & Other Sources

    Applicability: All Northern New Jersey Council personnel, both staff and volunteer, should use these standards from this guide in developing and reviewing all forms communications.

    Benefit: Having the Northern New Jersey Council Brand identity guide will help teach and show the correct way to market themselves. In this brand identity guide it shows the correct symbols, colors, fonts, pictures, and templates to use when marketing any type of Northern New Jersey Scout entity.

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    Council, Group, Department, and Team Designation Guidelines Just as the pack is there for the Cub Scout, the National Council supports the local councils, groups, departments, and teams. Consistency builds a better message and a stronger brand. Either of these variations should be used on all internal and external communications:

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    What Must Be Included By A Local Unit A publication for a local unit must include the following elements to adhere to the Northern New Jersey Council Branding/Publications Guide: 1. A Proper BSA Logo, either the Northern 2. The Proper Scouting Logo for the type of unit. New Jersey Council logo or a custom logo developed for the unit

    3. The Council Website: 4. The beAscout.org Logo: www.nnjbsa.org beAscout.org (Arial Font) (Arial Font) 5. The Prepared For Life Logo:

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    Corporate Trademark

    Consisting of a fleur-de-lis with eagle, shield with 13 stars and stripes, and two five-pointed stars, the Boy Scouts of America corporate trademark should be used to establish the organizations identity in a products use or immediate area of distribution. The registration mark should appear at the lower right corner of the trademark.

    Scouting Red Spot Color: Pantone 186 Four-color Process: c:0 m:100 y:81 k:4 Web page: #CE1126

    Scouting Blue Spot Color: Pantone 294 Four-color Process: c:100 m:58 y:0 k:21 Web page: #003F8

    Corporate Trademark Usage The following are examples of acceptable ways of reproducing the Boy Scouts of America corporate trademark: The following are examples of unacceptable ways of reproducing the Boy Scouts of America corporate trademark:

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    Theme Components Prepared. For Life

    The Prepared. For Life tagline is to be used in conjunction with the corporate trademark, but does not replace the corporate trademark. The space between the elements should not be modified, and a TM trademark symbol should always appear. The Prepared. For Life. tagline is available in three versions: stacked, horizontal, and text only. It should be placed on all BSA communications, literature, and products. The following are acceptable ways of reproducing the Prepared For Life tagline: The following are unacceptable ways of reproducing The Prepared. For Life. tagline:

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    Corporate Signature The space between the elements should not be modified and the registration mark should always appear

    Corporate Signature Usage

    The following are acceptable ways of reproducing the Boy Scouts of America corporate signature: The following are examples of unacceptable ways of reproducing the Boy Scouts of America corporate signature:

    Scouting Red Spot Color: Pantone 186 Four-color Process: c:0 M:100 y:81 k:4 Webpage: #CE1126

    Scouting Blue Spot Color: Pantone 294 Four-color Process: c:100 M:58 y:0 k:21 Webpage: #CE1126

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    Position and Identity- Boy Scouting Value (Emphasis on families/youth 11-13) Through Boy Scouting you can go places. Test yourself, and have one-of-a kind

    adventures you cant get anywhere else. Identity The Universal Emblem Trademark The Boy Scouts of America Universal Emblem is generally used to indicate the Boy Scouting program and may be licensed for use on products or services for boys ages 11-18. It consists of fleur-de-li with eagle, shield with 13 stars and stripes, and two five-pointed stars, and is presented in a three-dimensional format. The registration mark should appear at the lower right corner of the trademark.

    Universal Emblem Trademark Usage The following are acceptable ways of reproducing the Boy Scouting program trademark: The following are unacceptable ways of reproducing the Boy Scouting program trademark:

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    Position and Identity Venturing Value (Emphasis on teens, coed 14-16) Through Venturing, you and your friends can see the world and experience the adventure of Scouting Identity Trademark: Consisting of a snowcapped-mountain, crossbar and V on a field of green, the emblem represents the challenges and achievements experienced in Venturing. The registration should appear at the lower right corner of the trademark.

    Signature: The space between the elements should not be modified and the registration mark should always appear.

    Trademark and Signature Usage: The following are acceptable ways of reproducing the Venturing program trademark and signature: The following are examples of unacceptable ways of reproducing the Venturing program and trademark and signature:

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    Position and Identity Cub Scouting Value

    (Emphasis on families/youth 7-11) Through Cub Scouting, you and your friends can see and learn fun, new things you cant get anywhere else.

    Identity Trademark Consisting of the Wolfe, the words Cub Scouts and a fleur-de-lis, the emblem represents the Cub Scout helping the pack go and the pack helping the Cub Scout grow.

    Trademark Usage: The following are acceptable ways of reproducing the Cub Scouting program trademark: The following are examples of unacceptable ways of reproducing the Cub Scouting program trademark:

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    Fonts What would you think if a scout dressed like this? When it comes to fonts, youll find cleaner is better by using these approved and widely available typefaces: Printed Materials; Times New Roman/Bold/Italic Online Messages: Arial/Bold/Italic Times New Roman Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Helvetica Narrow Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz 1234567890 Example: Prepared. For Life.

    LTC RECORD TITLE ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 LTC Record Title is a licensed BSA font that is used in the BSAs corporate collateral. An approved alternative font that can be found in MS word is: TRAJAN

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    Must be included in all Council Documents:

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    Email and Flyer templates Letter Head

    25 Ramapo Valley Rd, Oakland, NJ 07436

    (201) 677-1000

    Envelope

    First Name Last Name | Corporate Title BOY SCOUTS OF AMERICA Northern New Jersey Council 25 Ramapo Valley Rd. Oakland, NJ 07436 P 201 677-1000, x 41 | F 201 677-1555 Name@scouting.org

    Arial Font Size

    12

    Arial Bold Font

    Size 10

    Arial Font Size

    9

    Arial Font Size 9

    Prepared for Life Logo

    25 Ramapo Valley Rd. P.O. Box 670 Oakland, NJ 07436-1709 201 677-1000 201 677-1555 fax www.nnjbsa.org

    25 Ramapo Valley Rd. P.O. Box 670 Oakland, NJ 07436-1709 201 677-1000 201 677-1555 fax www.nnjbsa.org

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    Letter Head templates

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    25 Ramapo Valley Rd. P.O. Box 670 Oakland, NJ 07436-1709 201 677-1000 201 677-1555 fax www.nnjbsa.org

    Outdoor Adventure

    Outdoor adventure can be substituted with any of the committees you are involved in such as- Membership Advance Training Program

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    Examples of Brand Identity:

    This photo is can to be used because the colors are Scouting red and scouting blue which is approved by the National Boy Scout counc