The UK Scout Association has been a staple scouting association since its founding in 1910 but a recent rebrand of the organization hopes to modernize the longstanding group for a new era of scouts. The rebrand was handled by UK studio NotOnSunday and was created in a manner that brings greater "clarity and focus" to the youth organization. According to NotOnSunday, the focus of the rebrand was to create "a brand that was fun and exciting whilst retaining strong links to its heritage."
The main focus of the UK Scout Association rebrand was on the Scout's iconic fleur-de-lis logo and was redesigned with an open-source Google Font typeface and the use of a brighter color palette. The new logo is better designed for digital platforms and its simplistic design makes it more effective to print across fabric for various merchandise.