The Scout Association is to downgrade its famous fleur-de-lis logo as part of a major re-brand because it no longer resonates with a modern audience.
UK Chief Commissioner Tim Kidd said the ‘current, highly traditional fleur-de-lis’ is outdated and seems ‘from another time’.
‘While, of course, we will preserve the heritage of the Fleur-de-lis in our brand, we need to look at how we can contemporise it while showing our relevance for the 21st century,’ Mr Kidd was quoted by the Daily Telegraph as saying.
The famous fleur-de-lis logo no longer has any resonance for many people in the 21st century, senior Scouts say
The current logo is purple with a ‘swoosh’ shape and a small fleur-de-lis alongside the slogan ‘be prepared’
A spokesman said the fleur-de-lis would not disappear entirely and ‘will remain as part of a new, contemporised logo when we announce our new brand’.
The decision relating to the logo was made following extensive consultations with more than 7,000 people, Scout leader say, with a re-brand deemed necessary to attract a more diverse set of volunteers and recruits.
The current brand – introduced in 2001 – was ‘created in a pre-digital age’, Mr Kidd said, and respondents to the consultation were not aware of Scouting which it was argued is becoming increasingly ‘invisible’ and associated with a bygone age.
It is understood the fleur-de-lis logo could become a different colour, size or style – the current logo is purple with a ‘swoosh’ shape and a small fleur-de-lis alongside the slogan ‘be prepared’.
The charity’s board is due to discuss the proposals later this month and if approved they will be introduced in May, the Daily Telegraph reported.
Mr Kidd added that the re-brand would appeal to mothers and to parents from black and minority ethnic communities, who said they would be 44 per cent more likely to volunteer and 69 per cent more likely to send their children to Scouts.
In December Scout leaders were told to avoid the time-honoured tradition of referring to children as ‘boys’ and ‘girls’ to ensure transgender members were not offended
The Scouts have made a major effort to stay relevant in the new millennium, appointing Bear Grylls as Cjief Scout in 2009
‘That’s potentially a huge step forward for us as a movement committed to inclusivity,’ he said.
‘Of course, this doesn’t magically translate directly to more volunteers, but it does say to me that if we embrace the new brand and talk about skills for life, it’s going to be easier to grow Scouting and help us become more diverse.’
Mr Kidd said updates would be based around the concept of ‘skills for life’ because it made Scouting ‘relevant, distinctive and supportable’.
‘Fun, adventure and especially, the belonging you feel in Scouting, will still absolutely be part of our brand,’ Mr Kidd said.
‘But rather than talk about adventure as the key reason for parents to send their children or volunteer, we will talk about skills.
‘We will talk about skills for life, show fun and adventure, and convey a sense of belonging.’
In December Scout leaders were told to avoid referring to children as ‘boys’ and ‘girls’ to ensure transgender members were not offended.
Official guidelines instruct leaders to use ‘gender-neutral’ phrases such as ‘hello, everybody’ when addressing Scout troops.
They also say the phrase ‘hello gentlemen’ should be avoided and warns against calling female Scouts ‘ladies’.
Girls aged six to 25 have been allowed to join the Scouts, which was previously a male-only organisation, since 1991.
Other guidelines advise that transgender members who bind their chests to suppress their breasts or wear ‘very tight underwear’ to disguise their genitalia should have private places to change while on camping trips.