Branding Scouting America

In 2023, Boy Scouts of America embarked on a long and arduous project: the rebranding of a century-old organization that has been a symbol of American society for decades. The organization had been going through a lot of necessary internal changes and modernization, and it needed to reflect this with a new, more inclusive name. It was this way that Scouting America came to be, and with it a refreshing of its symbols and program imagery.