The Singapore Scout Association
The Singapore Scout Association (SSA) is one of the country’s oldest youth movements with more than 10,000 members today.
The brief was to deliver an updated visual identity for the organisation that would appeal to the current generation of youths whilst acknowledging its rich heritage.
Embracing adventure and the outdoors
Image: The North Face
A history spanning more than 100 years from 1910
The SSA needs to remain relevant and of interest to the youth of today
Image: The Singapore Scout Association
Recent UK Scouts’ visual identity re-design aims to diversify membership
One of the main requirements was that the fleur-de-lis emblem and tagline wording should not be altered. Looking at the various elements that could be updated within the scope of the brief, I identified typography and layout as the main areas to focus on.
The range of activities and volunteers involved meant that lots of different visual elements and styles were being used. By creating a cohesive and consistent aesthetic, the Scouts could benefit from making a more concrete impression to attract a new generation of youths.
I created a palette of four bright colours: red to represent Singapore, purple for the international scouting community, green for uniforms, blue for air as well as sea scouting. These solid hues were paired with gradients to add depth and contrast.
Galano Grotesque was selected as a bold yet friendly typeface for display headers, combined with Source Sans Pro for body text.