Scouts Canada Brand Centre
Brand Guide
Our Brand Promise

The Scouts Canada brand represents who we are, and what Canadians believe when they think of Scouting.

With every new member, with every camp and every community service project, we make one simple promise to Canadian youth, parents and society.

Scouts is the start of something great.

This simple statement is the "condensed version" of our Promise of Value to both internal and external audiences – a commitment that Scouting makes to deliver benefits that are particular to our organization, and not only capture our mission, but our competitive edge:

Kids in Scouts have fun adventures,
discovering new things and experiences
they wouldn't discover elsewhere

Along the way, kids develop into capable,
confident and well-rounded individuals,
better prepared for success in the world

Scouts is the start of something great.

It starts with Scouts.

The branding challenge is to ensure that when Canadians think of Scouting, they'll think of this promise.