Issuu

Brand Guide SUMMER 2025

Great brands are built on consistency. This manual is intended to define Outward Bound USA’s brand identity standards. Using the brand correctly is extremely important, so we ask that this guide is always referred and adhered to when writing, designing, producing, or directing branded communications.

WRITTEN BRAND

LOGO

03 04 05 VISUAL IDENTITY

CONTENTS

06 07 08 09 10 11

Brand Platform Brand Messaging Brand Voice OBUSA Logo School Logos Visual Themes & Symbols Typography Color Photography Graphic Elements Brand Application

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

PAGE

Brand Platform

5 PAGE

Our Brand Position

WHAT IS A BRAND POSITION?

Describes who we are by breaking it into four discrete pieces: What We Offer (what’s our product), Who We Serve (and message to), How We’re Different (what makes us stand out from others), Why It’s Relevant Now (what makes this offering timely).

WHAT WE OFFER:

Experience Beyond the Classroom

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

Hands-on educational experiences that build skills for life. Students leave with self-awareness and confidence, empathy for others and personal skills for navigating challenges and opportunities.

HOW WE’RE DIFFERENT:

Method Meets “Magic” Our expert and caring instructors create the conditions for inclusive and relevant learning, whether in the wilderness or a local park. We facilitate self- discovery and skill-building with compassion and the very best practices in social-emotional learning, for an experience that feels life-changing.

WHY ITS RELEVANT NOW:

The World Needs All of Us Young people shape today, and tomorrow. Outward Bound helps young people activate compassionate leadership, their way, in their community, well after they leave their course. We give young leaders the experience, tools, and confidence to find their purpose and make an impact for others through the skills they learned.

WHO WE SERVE:

Our programs are for students and other participants from middle school to adulthood regardless of their understanding of social emotional learning concepts, or their experience with the outdoors. We’re uniquely positioned to work with students, schools and youth organizations, particularly in places where capacity for and access to immersive, outdoor education would be limited otherwise. We are not for “troubled teens.” This is not wilderness therapy or a rehabilitation program. All messaging, for all audiences, should have roots in the benefits to participants in our programs

6 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Our Vision

Generations of youth empowered to realize their potential—rising with courage, leading with compassion, and building more connected, resilient communities.

WHAT IS A BRAND VISION?

A declaration of the brand’s aspirational impact on the world. It defines the ultimate goal the brand is striving to achieve, inspiring internal and external audiences alike.

7 PAGE

Our Mission

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

To spark lifelong growth through challenge—outside. We facilitate adventurous learning, rooted in the outdoors, to unlock confidence, curiosity, and the skills to thrive with purpose.

WHAT IS A BRAND MISSION?

A concise statement that outlines the brand’s purpose and what it does to fulfill its vision. It serves as a practical guide for day-to-day actions and decisions, focusing on how the brand delivers value to its audience.

What we promise to deliver to those in our community.

Compassion

Inclusion

Integrity

We create spaces where every person feels valued, supported, cared for.

We strive to remove barriers and create opportunities for everyone to participate, grow, and thrive.

We act with honesty and accountability. That means aligning our actions with these values, upholding our commitments, and taking responsibility for the opportunity we have to make a difference.

Courage

Service

Whether we’re leading or listening, we always encourage bold, impactful action.

We’re committed to the world around us — caring for the environment, contributing to our communities, and lifting each other up.

8 OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

PAGE

Our Values

WHAT ARE BRAND VALUES?

We provide students...

Everyone we serve...

an adventure with purpose.

will gain a deeper belief in themselves and a deep connection to those around them.

In the end...

If we do our job, the world will be...

9 PAGE OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

Value Proposition

each student will leave excited to put these new discoveries into practice in their everyday life.

full of leaders who are inspired and prepared to shape a better future for themselves and others.

WHAT IS A VALUE PROPOSITION?

A description of what we provide for people who “use our product” and, more importantly, why it’s valuable. This is what we offer, expanded.

This will be... a challenge, but one that they choose to face. When facilitated with care, overcoming a challenge can be the spark for huge personal growth.

10 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

BRAND ANTHEM

Circle Up — We’ve Got Work to Do

WHAT IS A BRAND ANTHEM?

A narrative summary of the brand strategy elements.

11 PAGE

Brand Anthem

WHAT IS A BRAND ANTHEM?

A narrative summary of the brand strategy elements.

Circle Up — We’ve Got Work to Do

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

Technology promises to expand our world, but too often, it leaves us feeling smaller—lonely, anxious, and disconnected. Instead of limitless possibility, it creates limits, even if we can’t always see them. Real possibility is out in the world. But the world can be hard to understand. It moves, shifts, and surprises us every day. To navigate it, you have to change your outlook in a way that only happens offline. You need experiences that challenge you to be your best, broaden your perspective, and teach you how to work with others toward something bigger. Life-changing learning happens when you push yourself to grow, when others help you see things differently, and when you have the right guide to help you unlock your full potential. Experiences like these help you realize how much you’re capable of. They can feel like magic. They seem impossible to create; but we know how to make them happen. We’re here to help you uncover your potential. To create space for discovery and guide you as you turn new experiences into skills that last a lifetime. You’ve got what it takes to navigate

all the world’s possibilities. We’re here to help you prove it to yourself. This isn’t just about a one-time adventure. It’s about what an experience like this can unlock. Imagine stepping into every part of your life with the confidence to lead, the empathy to connect, and the tools to face challenges head-on—not just as abstract ideas, but as skills you’ve practiced and carry with you every day. This will probably look a little different than the learning you’re used to. But out here, you’ll find the confidence to chart your own course, connections that stick with you, the tools to approach things differently — and the momentum to keep growing long after this adventure is over. The world is always changing, but we know you can handle that. We know that with the right combination of skill and confidence, you can shape your future and make a difference in the world around you. It just takes practice. So circle up — we’ve got work to do.

12 PAGE

Brand Character The Magical Teacher

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

Learning that stays with you happens in the moments when you dive whole heartedly into something new. Good teachers get you excited, and give you the space to explore. We’re the kind of teacher who helps you realize all that you’re capable of. You’ve got what it takes — and we know that. We’re here to help you see it. The way we do things might seem different at first. But we think that if we’re going to be our best, we have to learn to do things differently when the situation calls for it. We’re inviting you to get away from your desk, into the world around you and have an experience that helps you believe in yourself, connect with others and tackle new challenges. You can trust us, because we’ve been out there. We’ve seen it all, and it feels like a waste to keep all that to ourselves. We want you to come along and see the world in a new light. With any luck, you’ll see yourself differently too. Welcome to class. We’re going to try something different today.

WHAT IS A BRAND CHARACTER?

The description of a character our brand embodies — it’s a metaphor for the role we play in our students’ lives.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

PAGE

Brand Messaging

Student

Caretaker

Educator

Alumni

Professional

Staff

14 PAGE OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

Audience Segments

Donor

15 PAGE

AUDIENCE SEGMENT: STUDENTS

Student Profile This ten year period is full of major developmental

There is no requisite experience for an Outward

inflection points — while in many ways our students

Bound program. As a result, we will be messaging to

are still dependent on a caretaker, they are in the thick

students with a broad spectrum of experience with the

of developing their own identities as well.

outdoors, and a broad range of engagement with their

Adventure with Purpose

WHY

Students we’ve heard from want to try something challenging and are willing to seek out an experience that might change their life. What we’re offering needs to be framed as a worthwhile step outside the comfort zone to get students excited.

own social-emotional growth. IN GENERAL, THEY ARE:

KEY RESEARCH

•

Socially motivated but may struggle with confidence, resilience, or feeling connected.

•

Accustomed to structured school environments,

world experiences as a way to “correct” for some of the negatives of constant tech access.

working in groups. These students are open to

between 12-19) reported that they actively seek

team driven experiences, but may feel awkward in

out new, challenging experiences, as opposed to

a new environment.

they seem fun. 78% agreed that “challenges are

Digitally native, but often seek meaningful real-

•

41% of teens surveyed (n=500, BIPOC individuals

9% who said they are only interested in things if

but don’t always feel engaged by this format.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

CORE MESSAGE

This audience represents middle school to college-age students (ages 12–22). It can be subdivided into early teens (12-14), midteens (15-17), and early adulthood (18-22). The differences for these age groups should be reflected when we consider programmatic messaging targeting each of them.

WRITTEN BRAND

WHO ARE THEY?

•

Psychologists note that adolescents are most

rewarding.”

motivated when they feel a degree of autonomy,

60% of teens surveyed (n=500, BIPOC individuals

(Edutopia)

between 12-19) . were “somewhat confident” or “neutral” on their ability to connect with their peers. While slightly split between a love of collaborative work and more neutral feelings for it, only 10% of teens surveyed were actively against

competence, and relatedness in an activity.

•

While some data indicates a resurgence in outdoor activity across the general population, young people’s engagement remains precarious (Outdoor Industry Association, World Economic Forum).

16 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: STUDENTS

Key Messaging for Students

CORE MESSAGE

Adventure with Purpose

Message 1

Message 2

Message 3

Message 4

Message 5

THEY NEED TO KNOW

That this will be worth the time

If this experience is going to be fun

If they can handle this type of

Being nervous about a new

They can do this even if they don’t

and effort.

or too intense.

experience.

experience is normal.

think they’re “outdoorsy.”

WHAT WE KNOW

Students surveyed showed more

Over 80% of students and

Survey responses showed a strong

Only 5% of teens surveyed claim

While some data indicates a

interest in “learning skills” or

caretakers surveyed agree with the

openness to both challenge and

they never take a break from

resurgence in outdoor activity

“building confidence” than in

idea that challenges are rewarding.

collaboration. Alumni data suggests

technology. But only 20% were very

across the general population,

abstract outcomes like “changing

We can make challenges fun — our

that the most challenging aspects

confident in their ability to make

young people's engagement

perspective.” Many students also

alumni also identified “fun” as the

of our courses are the physical, not

connections with people in their

remains precarious

expressed interest in a program

thing they most strongly associate

the emotional.

everyday lives.

that “could change their life,”

with Outward Bound. STRATEGY

STRATEGY

Reassure students that that

Position teamwork and social

setting, not a personality trait, and

Emphasize real-life takeaways:

everyone starts from a different

connection as something

that anyone can have a meaningful

skills, mindset, relationships, and

place and they’ll be supported

we’re practicing together, not

experience outdoors when access

Emphasize real-life takeaways:

self-knowledge that stick long after

every step of the way. The

a prerequisite. Detaching from

is leveled.

skills, mindset, relationships, and

course completion.

challenges and the crew are both

technology and our daily routines

there to help you.

gives us an opportunity to dig deep

but are skeptical to hear things described in those exact terms. STRATEGY

self-knowledge that stick long after course completion.

STRATEGY

on that practice.

Emphasize that the outdoors is a

17 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: STUDENTS

Key Messaging for Students

CORE MESSAGE

Adventure with Purpose

Message 1 Copy

Message 2 Copy

Message 3 Copy

Message 4 Copy

Message 5 Copy

This experience sparks change that lasts.

The Hard Part Might Be Your Favorite Part.

We’ll take the first steps together.

Uncomplicated Connection

You don’t have to love the outdoors to learn from it.

You’ll build confidence, solve

This may be a challenge — but

We don’t expect you to be

Stepping away from everyday

Outward Bound isn’t about

problems, connect with your crew,

that’s what makes it fun in the

fearless — so we don’t expect

distractions allows space for

becoming a hiker or a camper.

and discover things that really

end. You’ll try new things, meet

you to tackle this alone. We

you and your crew to make deep

It’s about using nature as a space

matter to you. Outward Bound is

new people, and probably laugh

believe anyone is capable of

connections. You’ll work with a

to reflect, connect, and discover

the kind of experience that stays

more than you expected. It’s an

taking something away from this

team, solve problems together, and

something new on your terms.

with you long after it’s over.

experience you can enjoy and be

experience with the support of

build real bonds without needing

proud of.

their crew and instructor.

to be anyone but yourself.

18 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: STUDENTS

Tone for Students Encourage

Authentic & Engaging

Empowering

We acknowledge that stepping outside your comfort zone can be tough, but it’s worth it.

We speak in a way that excites them, makes them curious, and keeps things real.

We help students see what they’re capable of before they experience it themselves.

19 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: STUDENTS

Age Differences 12-14 (Middle School)

15-17 (High School)

Young Adults (18-22)

Emphasize fun, inclusion, and support — make it feel like something they can do.

Highlight confidence building, teamwork, and resilience.

Speak to self-discovery, clarity, and applying lessons to life and leadership.

Position the experience as a chance to step outside comfort zones and learn something lasting.

Avoid sounding prescriptive.

Reinforce that everyone starts from the same place, and instructors will guide them. Use language around making friends, trying new things, and feeling proud.

20 PAGE

AUDIENCE SEGMENT: CARETAKERS

Caretakers Profile CORE MESSAGE

WHO ARE THEY?

This is a unique experience that builds lasting problem-solving skills through challenge, while giving kids space to build connections, have fun, and unlock their strengths.

Some have already invested in enrichment activities

They serve as key decision-makers or influencers in

or outdoor education, while some may be new to this

program enrollment, both in open-enrollment and

type of program. They are most likely to encounter

group program settings.

WHY

They want enriching experiences that offer tangible

Outward Bound through school or a referral.

takeaways, in areas like problem-solving, resilience, and social connection. Framing Outward Bound as a formative experience reassures them that their investment of time and trust will lead to long-term benefits.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

This audience includes parents or guardians of middle and high school students (typically 35–54).

IN GENERAL, THEY ARE:

KEY RESEARCH

•

Motivated by their child’s growth, confidence, and wellbeing — especially with rising macro-level concerns around anxiety and disconnection.

•

independent problem-solvers.

91% of parents agree that challenges help their

•

skills ranks as the top reason parents sent their

86% of parents believe teamwork helps their child

Almost all parents want their children to take a

Often unfamiliar with Outward Bound, but 58% find

break from tech — though many acknowledge the

a description of it appealing.

difficulty in doing so. •

Parents value teachers who make learning fun and

Among both middle school and high school parents, a desire for children to learn important children to an overnight educational program.

create stronger bonds and achieve results

Open to their child’s input when it comes to intensive activities like an Outward Bound program.

engaging while also helping their children become

learning.

child grow and develop.

Interested in programs that provide clear teaching models and educational outcomes.

•

53% believe the outdoors is a great space for

•

Just under half of both groups also cited a desire for children to interact with other kids and for their children to become more confident. Group programs that help boost confidence will resonate with these parents.

21 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: CARETAKERS

Key Messaging for Caretakers

CORE MESSAGE

This is a unique experience that builds lasting problem-solving skills through challenge, while giving kids space to build connections, have fun, and unlock their strengths.

Message 1

Message 2

Message 3

Message 4

Message 5

THEY NEED TO KNOW

Their child will be physically safe

This is a better use of time and

Parents want the most impact for

We’ll help their child adapt to this

This experience isn’t exclusively for

and supported.

money than another enrichment

their investment. They’re partial to

new setting so that they get the

outdoorsy kids.

program.

programs that benefit their child in

most out of the experience.

WHAT WE KNOW

Parents are very open to their child

WHAT WE KNOW

the long run, especially those that WHAT WE KNOW

traveling for this type of program

Parents are inundated with

(70% affirmed). That said, safety is

enrichment options. Outward

still a primary concern.

Bound has only 28% recognition

build skills for life.

WHAT WE KNOW

on whether or not educational

anxious about new situations. Crew

programs should go deeper on

Parents value outcomes. Survey

structure and peer connection

their child’s existing interests or

directly address emotional safety.

expose them to something new.

STRATEGY

Acknowledging these feelings while

Frame the program as inclusive,

emphasizing peer connection,

adaptive, and more about personal growth than outdoor adventure.

WHAT WE KNOW

among parents, but 68% of those

data indicates that “developing

STRATEGY

who are aware have positive

skills” and “connecting with others”

Highlight the professionalism

associations.

are strong motivators.

STRATEGY

Position Outward Bound as an

Frame the experience as social-

crew-based learning, and

educational experience with depth

emotional skill building with real-

instructor care.

that’s built on a proven model

life application, especially in key

for personal growth – without

areas of confidence, connection,

sacrificing the idea of fun.

and resilience.

and training of instructors, risk management protocols, and the supportive group dynamic.

Parents are split down the middle

Parents (and student) can feel

22 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: CARETAKERS

Key Messaging for Caretakers

CORE MESSAGE

This is a unique experience that builds lasting problem-solving skills through challenge, while giving kids space to build connections, have fun, and unlock their strengths.

Message 1 Copy

Message 2 Copy

Message 3 Copy

Message 4 Copy

Message 5 Copy

Adventure doesn’t mean you’re on your own.

Proven to Make a Difference. Designed to Be Fun.

Skills That Stick, Long After It’s Over.

New Setting, Strong Support.

Where Curiosity Counts More Than Experience.

Outward Bound experiences are

It’s normal for you or your child to

Whether they love the outdoors

Outward Bound is a structured,

designed to put students in unique

feel nervous. But no one goes on

or not. Our instructors meet

settings where they can build their

an Outward Bound course alone.

them where they are, challenging

skills together. These experiences

This unique setting helps students

them in ways that are adaptable,

emphasize communication,

quickly build bonds with their

approachable, and attainable.

leadership, problem-solving, and

group and find confidence in a

self-confidence, helping your child

supportive, close-knit crew.

You’ll build confidence, solve problems, connect with your crew, and discover things that really matter to you. Outward Bound is the kind of experience that stays with you long after it’s over.

research-backed program that combines outdoor challenge with expert facilitation to foster skills for thriving. It’s purpose built to leave a lasting impact for your child. But just as importantly, this experience is fun. After all, the things that make the big difference are often the things we enjoy the most.

emerge with skills they can lean on for the rest of their lives.

23 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: CARETAKERS

Tone for Caretakers Reassuring

Warm

Outcome-Oriented

We recognize that sending their child on a challenging experience requires trust, and we don’t take that trust lightly.

We acknowledge their hopes and concerns with empathy.

We highlight real outcomes and the benefits for their child’s growth.

24 PAGE

AUDIENCE SEGMENT: EDUCATORS

Educators Profile CORE MESSAGE

WHO ARE THEY?

This is social-emotional development brought to life.

We aim to particularly support those serving students

for SEL or student-wellbeing goals, but are often

WHY

in schools with limited access to enrichment, outdoor

overworked and under-resourced.They serve as key

learning, or non-traditional programming (e.g., rural

decision-makers or influencers in program enrollment,

Educators recognize that Outward Bound works. This

communities, urban districts with low extracurricular

both in open-enrollment and group program settings.

audience is primed for our message, but we may struggle to cut through the noise without bold statements.

budgets). These people frequently feel responsible

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

This audience includes teachers, counselors, principals, district leaders, and professionals running other youth enrichment organizations.

IN GENERAL, THEY ARE:

KEY RESEARCH

•

Committed to their students’ development, even if

Qualitative survey responses from educators whose

they’re short on time and resources.

students have participated in Outward Bound programs

zones, further enhancing their teamwork,

believe that the work we do shows up as real change in

leadership, and critical thinking abilities.”

•

Looking for partners who understand the realities of their situation and can provide support for reaching their classroom goals.

•

Skeptical of programs that feel “fluffy” or hard to justify without clear academic or SEL outcomes.

•

their classrooms:

Responsive to research-based programming that helps address student confidence, collaboration, engagement, and emotional growth.

•

“It pushed students to step outside their comfort

“It takes academic, classroom and screen focused

“We see increased social connections and personal

students whose only general outdoor experience is

confidence and pride when they return.”

through a competitive/athletics lens and puts them

“Outward Bound allows for so many unique experiences including connecting with nature, learning to work as a team, fostering independence, emotional growth, and being able to unplug from the real world and grow in nature”

in situations of discomfort (physical, mental and social) they would never engaged in during their “normal” lives.”

25 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: EDUCATORS

Key Messaging for Educators

CORE MESSAGE

This is social-emotional development brought to life.

Message 1

Message 2

Message 3

Message 4

Message 5

Message 6

THEY NEED TO KNOW

This will help them achieve

Students will feel welcomed

Students will be emotionally

This has lasting impact

Our programs are

goals they don’t have time to

and included, regardless of

and physically safe

beyond the course.

particularly effective

powerful tools for social-

focus on.

background or experience.

throughout the experience.

when we have multiple

emotional development.

WHAT WE KNOW

touchpoints to help

Educators are under

students continue

WHAT WE KNOW

their growth.

Shared experiences are

WHAT WE KNOW

Educators in under-

Educators in underserved

Educators need to be able

pressure to show long-

resourced schools are often

communities are particularly

to reassure leadership and

term student outcomes to

overwhelmed. They see

attuned to equity, access,

parents that students are

governing bodies, funders

the value of social-emotional

and student belonging.

in good hands —including

and parents. They need

SEL is increasingly

develop empathy and to

those who are particularly

experiences that reinforce

embedded in school

increase a sense of unity

STRATEGY

vulnerable, hesitant, or new

educational goals.

priorities and correlates

in groups. Students also

Show how Outward

to this kind of environment.

strongly with academic and

respond well to group

behavioral success.

experiences.

STRATEGY

learning but can’t do it all alone. STRATEGY

Bound creates inclusive

STRATEGY STRATEGY

Position Outward Bound

environments where

as an extension of their

all students feel seen,

Emphasize our risk

Bound experiences build

classroom and a partner

supported, and empowered.

Emphasize that Outward

WHAT WE KNOW

valued by parents and educators as a way to help

management, support

lasting skills and values,

Connect the Outward Bound

Connect the shared

in supporting student

structures, and focus

and that partnerships allow

course experience to what

experience of Outward

development.

on growth rather

us to extend that growth

an educator can offer in

Bound programs directly

than perfection.

over time.

their classroom or program

to established SEL goals

— highlight how we can

and frameworks.

help equip them to carry the torch after course.

26 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: EDUCATORS

Key Messaging for Educators

CORE MESSAGE

This is social-emotional development brought to life.

Message 1 Copy

Message 2 Copy Message 3 Copy Message 4 Copy Message 5 Copy Message 6 Copy

We Can Do More For Students Together

Bringing the Wonder Challenge, Handled of the Outdoors to With Care. Everyone. Outward Bound programs

You want your students

We design experiences

to thrive, academically,

that meet students where

socially and emotionally.

they are, no “outdoorsy”

But you don’t have to do it

background required. Our

all yourself. Outward Bound

instructors are trained

gives students the space

in inclusive facilitation

to build skills that serve

and culturally responsive

them in the classroom and

teaching, and they work to

beyond — and educators

create a space that honors

often gain just as much.

every participant’s identity,

These experiences can

background, and voice.

are designed for growth, not perfection. With expert instructors and supportive peer groups, even the most hesitant students find their footing. Our programs follow rigorous safety protocols and offer structure, support, and encouragement at every step.

Where the Learning Starts, Not Where It Ends.

A Lesson Plan for Life’s Challenges Outward Bound programs

Teaching, Learning, and Growing, Side by Side.

The confidence, curiosity,

offer real-world learning

Outward Bound programs

and teamwork students build on course doesn’t end when the program does. They carry over into the classroom, into the community, and into lifelong practices of learning, compassion, and resilience.

opportunities that help students thrive in diverse subjects and settings. And when educators are part of the experience, they gain practical tools and shared language they can bring back to their classroom — nurturing growth long after the course ends.

are built to help students —and educators — develop confidence, empathy, and the tools relate to and work with others effectively. The experience fosters community, builds connection and deepens respect. Through research driven curriculum and

strengthen relationships,

expert facilitation, we’re able

renew perspective, and

to make abstract social-

create a shared foundation

emotional concepts feel

for growth.

tangible for groups of all kinds.

27 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: EDUCATORS

Tone for Educators Collaborative We position Outward Bound as an adaptable partner in helping educators serve their students.

Respectful of Expertise We don’t over-explain or condescend to this audience, but treat them like peers. That tone has the added benefit of boosting our credibility.

Impact-Focused We emphasize measurable student outcomes and how Outward Bound fits into broader educational goals.

28 PAGE

AUDIENCE SEGMENT: DONORS

Donor Profile WHO ARE THEY?

CORE MESSAGE

Outward Bound is a unique opportunity for students to experience the outdoors in a way that prepares them for their future.

This audience includes individual philanthropists, foundation staff, and corporate donors. Some have a longstanding relationship with Outward Bound; others are newer prospects aligned with education, equity in the outdoors, and youth development.

WHY

Donors want to support causes that make a real and lasting difference. This message reinforces that Outward learning and a once in a lifetime experience — especially for those who may not otherwise have it.

IN GENERAL, THEY ARE:

KEY RESEARCH

•

OUTWARD BOUND USA

Have a slight preference toward national impact over local impact.

•

Have a personal sense of adventure, are excited by change, and believe that shared experiences are

•

equity, and empowerment. •

Want to see their dollars go beyond a single trip.

in everyday life, (4) The personal importance of

strongly associated with donation consideration

causes one feels connected to through community,

paint a picture of likely donors as those that have

and (5) The importance of creating and sharing

a strong sense of adventure, who seek out variety

meaningful experiences

the importance of supporting communal causes

When it comes to youth development and education, they’re looking for evidence of impact,

The key attitudinal and behavioral attributes most

and change in their everyday lives and believe in

meaningful.

BRAND STYLE GUIDELINES

WRITTEN BRAND

Bound creates life-changing access to meaningful

•

There is a slight preference from donors to support

and creating meaningful, shared experiences.

organizations with a demonstrated national impact,

Respond well to messages focused on youth

donation consideration.

empowerment and future preparedness. •

•

although local impact is still a significant driver of

•

Aspects of Outward Bound’s mission that are most

Of the nine attributes tested in the driver analysis,

relevant to donors’ interests include: (1)“becoming

those with the highest impact on donation

more prepared for their future, in school, work,

consideration include: (1) Having a sense of

and/or life” and (2) “teaching skills to lead their

adventure, (2) Environmental consciousness, (3) A

lives with confidence.”

desire to seek out variety, change, and difference

29 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: DONORS

Key Messaging for Donors

CORE MESSAGE

Outward Bound is a unique opportunity for students to experience the outdoors in a way that prepares them for their future.

Message 1

Message 2

Message 3

THEY NEED TO KNOW

These programs have a lasting impact, not just for

We’re providing critical access in communities that need it.

Outward Bound delivers unique results.

WHAT WE KNOW

Outward Bound is not widely seen as a leader in youth

Outward Bound has average awareness and favorability, but

While Outward Bound is recognized for outdoor and

development or equity, though its work with under-

relatively low donation consideration—even compared to

adventure education, it lags behind peer organizations in

resourced communities is central to its mission. Donors

smaller peers. However, donors report interest in supporting

donation consideration. Donors are motivated by impact,

who value educational access and equity respond well when

our core mission .

particularly around youth development, education, and

those elements are emphasized

individuals, but for communities. WHAT WE KNOW

STRATEGY

environmental connection. STRATEGY STRATEGY

Frame Outward Bound as a youth development and equity

Demonstrate how the personal growth facilitated by

leader, focused on delivering transformative educational

Outward Bound transforms into long-term leadership

experiences to those who need them most.

and community action.

Highlight Outward Bound’s educational rigor as a differentiator.

30 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: DONORS

Key Messaging for Donors

CORE MESSAGE

Outward Bound is a unique opportunity for students to experience the outdoors in a way that prepares them for their future.

Message 1 Copy

Message 2 Copy

Message 3 Copy

Spark a Chain Reaction

Unlocking Opportunity in the Outdoors

A Proven Approach to Growth

Outward Bound creates more than individual transformation.

Outward Bound is dedicated to creating equitable access

Outward Bound is a national leader in experiential education.

It shapes thoughtful leaders, builds stronger communities,

to outdoor experiences. From city parks to the backcountry,

With expert facilitation and research-backed design, we

and fosters a lifelong sense of compassion and resilience.

we design immersive experiences that connect students

help young people build valuable skills: problem-solving,

When you support Outward Bound, you’re investing in growth

to the outdoors and each other. Your support ensures

collaboration, leadership. We don’t just take students

that multiplies.

that every young person — regardless of background —

outside — we help them take on the world.

has the opportunity to grow into a strong, capable, and compassionate leader.

31 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: DONORS

Tone for Donors Gratitude-Focused

Impact-Driven

Trustworthy

We acknowledge their role in shaping students’ futures.

We show them the real change that’s possible thanks to their generosity.

We highlight measurable impact and responsible stewardship of funds.

32 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: ALUMNI

Alumni Profile WHO ARE THEY?

CORE MESSAGE

This audience includes anyone who has participated in an Outward Bound course. They range from recent grads to those who took a course decades ago. Some are still engaged with us; others remember Outward Bound fondly but haven’t been in touch.

WHY

IN GENERAL, THEY ARE:

KEY RESEARCH

•

Happy with their experience and how it shaped

May be looking for meaningful ways to reconnect or

•

Want to know Outward Bound still “gets it” and is still doing meaningful work.

•

Mostly indicated that they were “reminded

This experience opened alumni up to challenges. While some of our alumni now actively seek out challenges, mostly they just feel more

“Overcoming challenges” was the most meaningful connections” ranked second.

Can be motivated by a sense of belonging, nostalgia, and purpose.

through support or involvement.

confident navigating life’s ongoing challenges.

part of the experience to alumni. “Building

give back, but unsure where to start. •

Offers connection, sparks reflection, and invites action

alumni most associate with Outward Bound

them, even if they aren’t evangelizing yet. •

Fun, Learning and Growth are the three things that

Reconnect, reflect, and pay it forward.

•

“Unique adventure” and “push out of your comfort zone” best describe Outward Bound to this group.

what they were capable of” rather than “taught

**Research was focused on Alumni who completed

something new.”

course in the last 2-3 years.

33 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: ALUMNI

Key Messaging for Alumni

CORE MESSAGE

Reconnect, reflect, and pay it forward.

Message 1

Message 2

Message 3

Message 4

Message 5

THEY NEED TO KNOW

There are still opportunities to

The crew can help you reconnect,

“Staying connected” doesn’t have

Giving back is simple but powerful

Outward Bound prepared them

grow from their course experience.

reflect, and re-engage with the

to be complicated.

WHAT WE KNOW

WHAT WE KNOW WHAT WE KNOW

for life. WHAT WE KNOW

Outward Bound experience.

Alumni overwhelmingly described

WHAT WE KNOW

Despite the overwhelmingly

their experience as impactful.

Alumni overwhelmingly feel

included phrases like “I wish I

Alumni express a desire to stay

positive responses when prompted

Within that impact, 32% selected

more confident about their

had journaled more,” “It was

connected but often don’t know

to reflect on their experience,

“building meaningful connections”

ability to handle life’s

hard to process how it changed

how to begin. Many also cite

many alumni are not engaged with

as the most important part. This

challenges after course.

me at the time,” or “It took me

instructors as one of

Outward Bound.

group is connection-driven.

a while to understand what I’d

the most meaningful parts of

learned.” This suggests a desire for

their experience.

STRATEGY

Reinforce that staying connected

Frame giving as paying it forward

outcomes—especially personal

doesn’t have to be big. It

to open doors for future students,

strengths, relationships, and s

Position the Outward Bound

can be simple, low-lift, and

especially those who wouldn’t have

hifts in mindset.

community, other alumni,

personally meaningful.

access otherwise.

Multiple open-ended responses

meaning-making, even years after the course. STRATEGY

STRATEGY

Introduce more messaging that

instructors, and staff, as an

encourages alumni to revisit,

ongoing touchpoint — mentors

reflect, or share their stories,

and guides who can help

to encourage deeper

them re-engage.

understanding of how the experience shaped them.

STRATEGY

Prompt reflection on specific

34 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: ALUMNI

Key Messaging for Alumni

CORE MESSAGE

Reconnect, reflect, and pay it forward.

Message 1 Copy

Message 2 Copy

Message 3 Copy

Message 4 Copy

Message 5 Copy

You Can Always Keep Learning

A Community Beyond Your Crew

A Small Step Back In

Pass the Pulse

You don’t have to climb a mountain

The type connection you created

Those Moments Were Just the Beginning

You’re still unpacking what that

As an alum, you’re part of a

to reconnect. Sometimes it starts

on course is crucial to building

Think back to that moment on

course gave you. Whether it was

nationwide community of people

with a story, a photo, a quick note

a more compassionate world. By

course where you didn’t think you

last year or 20 years ago, there’s

who believe in the power of these

to someone from your crew. This

supporting Outward Bound, you’re

could do something — until you

always something new to discover

experiences. Your instructors, your

community is still here for you

helping to create the spark for

did. That clarity, confidence, and

in what you achieved with your

crew, and other alumni and staff

whenever you’re ready.

someone else.

strength didn’t stay on course. It

crew. Take a moment to reflect,

are here. Once you’ve experience

continues to show up as you move

share your story, or reconnect—it’s

Outward Bound, you’re always part

through life. That’s the real power

part of the growth.

of the circle.

of Outward Bound.

35 PAGE

Tone for Alumni Fun

Reflective

Alumni had a great time on their course. Our communication with them now doesn’t have to be too heavy to keep them engaged and feeling positive about the organization.

Remind them of the impact Outward Bound had on them.

Community-Driven

Authentic

Reinforce the connections that Outward Bound helped them make. They are lifelong members of a special community.

Keep the messaging real and relatable, not overly polished.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

AUDIENCE SEGMENT: ALUMNI

36 PAGE

AUDIENCE SEGMENT: PROFESSIONALS

Professionals Profile CORE MESSAGE

Go deeper than your average team building experience.

This audience includes working professionals (ages 25–55) across a wide range of industries. They may participate in Outward Bound through employer-sponsored professional development, leadership programs, or open enrollment courses. Many are looking to grow their interpersonal, communication, and leadership skills in a way that feels meaningful.

WHY

The American Psychological Association’s survey of 1,501 workers found that 79% experienced burnout at their current job. They don’t have time, energy, or interest in pursuing an additional activity that isn’t going to make a meaningful difference.

IN GENERAL, THEY ARE:

KEY RESEARCH

•

Seeking something deeper than a typical corporate

Qualitative survey responses from professional groups

activities on dry land -- each activity was designed

training — they want growth that feels human and

who have participated in Outward Bound programs

to help us to work together. The facilitators helped

impactful.

indicates that the work we do shows up as real change

us to gain insights about ourselves and the team.

in their team culture.

We took these insights back to the office. We

•

OUTWARD BOUND USA

Curious about doing something “different,” but need to understand the benefit.

•

continue to feel the effects of that day -- we

“We wanted an experience that would build

gained greater camaraderie and trust; and we have

camaraderie, and we wanted to have fun doing it!”

Often stressed, burnt out, or disconnected, and looking for a reset that feels purposeful.

BRAND STYLE GUIDELINES

WRITTEN BRAND

WHO ARE THEY?

•

people who they did not know previously - they all

in their future, both personally and professionally.

entered as strangers and left as life-long friends.” •

a very powerful experience.”

“The groups spending the day with each other and getting a lot of opportunities to network with

Interested in programs that feel like an investment

the happy memories from that day to share. It was

“The entire day was facilitated perfectly. Not only did we sail, but there were many team-building

•

“We achieved the desired result of building stronger relationships to move our business forward as a cohesive team. The results are in the teamwork that is still intact years later.”

37 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: PROFESSIONALS

Key Messaging for Professionals

CORE MESSAGE

Go deeper than your average team building experience.

Message 1

Message 2

Message 3

Message 4

THEY NEED TO KNOW

Outward Bound isn’t just for students.

That the outdoors is the right setting for this.

That this is going to have an actual effect,

That what they learn will be relevant to their

and not just distract them from work.

team.

WHAT WE KNOW

any professionals are skeptical that an

Professional development markets are

experiential program will translate back to

saturated with cookie-cutter solutions that

STRATEGY

their daily work. But Outward Bound has a

fail to inspire.

Reframe challenge as a mental and

great reputation for being effective in these

WHAT WE KNOW

Many adults are only familiar with Outward

Concerns about the physical challenge of the

Bound’s youth programming and may

outdoors can prevent people from engaging.

assume it doesn’t apply to them. STRATEGY

Make it clear that OB has a long-standing

emotional growth opportunity, not just a

adult programs track, grounded in the same

physical one. Underscore that experiences

proven approach, but adapted for team and

are tailored, not extreme.

leadership development.

settings. STRATEGY

Draw a clear line between the experience and high-impact workplace skills like collaboration, decision-making, and communication, while showing that this is more than your typical offsite.

STRATEGY

Emphasize Outward Bound’s flexible design and ability to meet teams where they are, with the right level of challenge and support.

38 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: PROFESSIONALS

Key Messaging for Professionals

CORE MESSAGE

Go deeper than your average team building experience.

Message 1 Copy

Message 2 Copy

Message 3 Copy

Message 4 Copy

Proven With Students. Powerful for Teams.

Challenge doesn’t have to mean extreme

Where Practice Becomes Progress.

Less PowerPoint. More Empowerment.

Outward Bound is about challenging

At Outward Bound, challenge is the

The outdoors is just the setting that helps

Outward Bound programs are designed to

yourself, reflecting on the experience, and

backdrop for learning to lead with clarity and

us achieve results. The real focus is on the

be flexible —whether your team is learning

growing from it — all vital principles of

collaborating under pressure. The conditions

practice. Participants are challenged to lead

to trust each other, or already tight-knit but

building a successful team. Our professional

for those challenges are thoughtfully

through uncertainty, communicate under

ready to level up. Every piece of the program

programming applies those same focuses

designed around the needs and comfort of

pressure, and make decisions as a team.

is built with intention and backed by proven

to help teams deepen trust, strengthen

your team.

Outward Bound delivers active, immersive

learning principles, and can be crafted to

learning that turns into habit.

meet the specific needs of your team.

communication, and build the kind of confidence that drives real results.

39 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: PROFESSIONALS

Tone for Professionals Inspirational

Direct

Solution-Oriented

We appeal to their desire for professional and personal growth.

We avoid fluff and speak to the real benefits they’ll gain.

We position Outward Bound as a catalyst for developing stronger leadership skills.

40 PAGE

Staff Profile WHO ARE THEY?

CORE MESSAGE

This audience includes both prospective and current staff at all levels of the organization, from instructors and course directors to administrative, admissions, advancement, and curriculum staff.

WHY

Many are drawn to Outward Bound because of its

Staff can range from early-career individuals seeking

mission and values, and they often come from

growth and experience, to mid-career professionals

fields like education, youth development, outdoor

looking to align their work with their personal values,

leadership, nonprofit management, social work, or

to former Outward Bound participants or alumni who

organizational operations.

want to help advance the mission.

IN GENERAL, THEY ARE:

KEY RESEARCH

•

Our crew makes student discovery possible

Our mission weaves together a number of ways to make an impact, which means we’ll attract staff with very different motivations. A Statista study revealed that almost 90% of respondents rate teamwork as important or very important for job satisfaction.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

AUDIENCE SEGMENT: STAFF

Purpose-driven and motivated by a desire to support others’ growth

•

Looking for workplaces with strong values and a clear mission

•

Often balancing their passion for service with practical concerns like career advancement, pay equity, and workplace culture

•

“Collaborative” and “empathetic“ were identified as

•

Many mentioned that their relationships with

the top traits of high-performing Outward Bound

coworkers and crew were among the most

staff.

meaningful parts of the job. Messaging should reflect this sense of shared purpose and crew

Staff identify the culture and the educational

mentality.

approach as our key differentiators. •

Staff want clear paths for advancement and skillbuilding.

41 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: STAFF

Key Messaging for Staff

CORE MESSAGE

Our crew makes student discovery possible

Message 1

Message 2

Message 3

Message 4

THEY NEED TO KNOW

The Outward Bound crew lives its values.

Their skills are incredibly valuable to our

This is a safe and inclusive environment

These careers go beyond field roles.

mission.

where everyone is valued and collective

WHAT WE KNOW

86% of staff identified "commitment to the

success is emphasized. WHAT WE KNOW WHAT WE KNOW

WHAT WE KNOW

Much of our staff are not instructional staff,

mission" as a hallmark of a high-performing

“Problem solving,” “communication,”

team member. 91% cited “effective

and “leadership” are named top skills in

“Empathy” and “collaboration” were cited

logistics, communications, and more.

communication,” 87% “adaptability,” and

both survey and job success indicators.

by 80%+ as essential qualities for OB staff.

However, our instructional roles are often

86% “self-confidence and resilience” as top

Qualitative data shows that staff feel

Qualitative survey data emphasizes a deep

the most visible.

skills developed through working at Outward

empowered when their prior experience is

sense of community, support, and shared

Bound.

recognized and valued.

values— but also points to the ongoing need

STRATEGY

to emphasize inclusion.

Expand perceptions and illustrate the range

STRATEGY

Position Outward Bound not just as a job,

Validate the wide range of transferable skills

but as a purpose-driven organization where

that thrive here and reduce the perceived

Reinforce Outward Bound’s commitment to

staff gain real-world skills, mentorship, and

barrier to entry.

inclusion and belonging, both in matters of

long-term career opportunities.

STRATEGY

diverse identity, and in team collaboration.

working across admissions, development,

of roles that support the mission.

42 PAGE

AUDIENCE SEGMENT: STAFF

Key Messaging for Staff

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

Message 1 Copy

Message 2 Copy

For People Who Believe Your Experience Belongs Here Learning Can Change the World Whether you’ve worked in education,

CORE MESSAGE

Our crew makes student discovery possible

Message 3 Copy

Message 4 Copy

Belonging Starts with Us

It Takes a Crew

Inclusivity isn’t just something we focus

Outward Bound is more than what happens

This is mission-driven work that’s grounded

customer service, youth mentorship, or

on in our programming. We’re committed

in the backcountry. It’s built by people in

in real impact. You’ll grow your skills, expand

operations—your skills matter at Outward

to creating a culture where staff from all

logistics, curriculum design, enrollment, and

your thinking, and contribute to something

Bound. We combine real-world know-how

backgrounds feel seen, supported, and

advancement. Whatever your background, if

bigger than yourself: a world where learning

with purpose-driven work to help staff grow

empowered to lead.

you believe in the power of learning through

leads to stronger communities, deeper

into the next version of themselves.

connection, and lasting change.

experience – there’s a place for you here

43 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

AUDIENCE SEGMENT: STAFF

Tone for Staff Inspirational

Collective

Solution-Oriented

Appeal to their desire for professional and personal growth.

Emphasize the level of impact that the organization is able to have when we work together.

Position Outward Bound as a catalyst for developing stronger leadership skills.

44 PAGE

BRAND VOICE DO’S AND DON’TS

Messaging Appendix

Dispelling the “Troubled Teens” Misconception

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

THE CHALLENGE Outward Bound is sometimes misunderstood as a program designed primarily for “troubled youth” or as an intervention for behavioral issues. While OB courses can be transformative for participants facing adversity, this framing undermines the organization’s educational legitimacy, broad reach, and appeal to a wide range of students — including those who are thriving and looking for growth.

Avoid

Emphasize

•

Any language that implies correction or rehabilitation.

•

Bound as a catalyst for growth, not a response to a problem. This is a place where all young

Avoid overly dramatic “before and after”

people — regardless of background — can gain

narratives — focus instead on the growth

confidence, connection, and purpose.

journey and the lasting skills participants develop. •

•

Use language that celebrates potential, curiosity, and capability rather than struggle or

Overemphasizing therapeutic benefits. While

deficit.

there is a significant overlap with our work and participants mental and emotional health, this

Growth, not correction. Position Outward

•

is not a wilderness therapy program.

Normalize challenges and reinforce that they are a universal part of learning. Stepping outside your comfort zone is something everyone can benefit from.

INSTEAD OF

TRY THIS

“We inspire students to rise above obstacles and reach new heights.”

“We support students in overcoming challenges and discovering their full potential, no matter their background or journey”

•

Connect Outward Bounds’ work clearly to social-emotional learning, skill-building, and educational outcomes to distinguish it from punitive or corrective programs.

45 PAGE

BRAND VOICE DO’S AND DON’TS

Messaging Appendix Culturally Inclusive Messaging

The language we use in our branding, messaging, and communications shapes how our audience perceives us. To create a brand that resonates with a broad range of cultures, backgrounds, and identities, it’s essential to use inclusive and sensitive language.

/ OUTWARD BOUND USA

Core Principles •

•

that excited, overt emotion is the only form of engagement.

values vary widely across cultures. Tailor your messaging to acknowledge these differences and celebrate individuality. •

Balance messaging that celebrates both individual growth and community involvement, success differently.

•

Acknowledge that people’s needs and aspirations are not dictated by a single cultural narrative.

INSTEAD OF

TRY THIS

“Help your child succeed in a competitive world with our proven techniques that get results.”

“Empower young people with the tools they need to navigate diverse challenges and achieve success on their own terms.”

People express emotion and enthusiasm in various ways. Avoid language that might suggest

Recognize that personal experiences and

with recognition that different cultures view

BRAND STYLE GUIDELINES

WRITTEN BRAND

THE CHALLENGE

•

When discussing skills or success, recognize that these terms might look different depending on someone’s context or background.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

PAGE

Brand Voice

47 PAGE WRITTEN BRAND / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Brand Voice

What is a Brand Voice? A well-crafted voice communicates personality and values. It’s a distilled representation of an

The Outward Bound voice defines how we express ourselves. This is the manifestation of our brand’s personality.

organization.

Supportive

Active

Grounded

Inclusive

We aim to enrich people’s lives. We acknowledge that growth isn’t always easy, but always encourage pursuing it.

We use dynamic language that expresses action, discovery and excitement. We’re not bubbly or goofy, but we’re ready to have some fun.

Even when we speak theoretically, its all grounded in real experience.

We communicate thoughtfully, with an awareness of and respect for differences.

48 PAGE

BRAND VOICE

Supportive “Outward Bound programs provide outdoor education for students interested in personal growth.”

“You’re capable of more than you realize. Outward Bound can help you prove it to yourself.”

NOT ENCOURAGING

JUST RIGHT

“If you don’t challenge yourself, you’ll never grow.”

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

What does supportive look like?

TOO DOGMATIC

49 PAGE

BRAND VOICE

Active

“Spend some time outdoors and see what you take away from it.”

“Step up and take on new challenges with a crew who has your back. Out here, you can discover how much you’re capable of.”

TOO LAID BACK

JUST RIGHT

“Every day is an adventure where you’ll redefine the limits of your human potential.”

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

What does active look like?

TOO INTENSE

50 PAGE

BRAND VOICE

Grounded “Students develop leadership skills.”

“Our programs challenge you to lead, collaborate, and adapt in real time, honing skills that make a difference for life”

“You can’t learn anything from a classroom”

NOT TANGIBLE

JUST RIGHT

TOO FLIPPANT

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

What does grounded look like?

51 PAGE

BRAND VOICE

Inclusive “This is the perfect experience for outdoor lovers who thrive on challenge.”

“Everyone shows up with a different story. We design our experiences to make sure each person feels seen, supported, and ready to grow together.”

“We welcome everyone to participate in our programs.”

EXCLUSIVE

JUST RIGHT

INCLUSIVE, BUT VAGUE

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

WRITTEN BRAND

What does inclusive look like?

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

LOGOS

PAGE

OBUSA Logo

53 PAGE

OBUSA Primary Logo (Linear)

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

LOGOS

The primary logo is the core brand mark of Outward Bound USA’s brand. As the brand’s most recognizable visual asset, it should always be implemented consistently and never altered in any way.

54 PAGE

OBUSA Primary Logo (Stacked)

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

LOGOS

The primary logo is the core brand mark of Outward Bound USA’s brand. As the brand’s most recognizable visual asset, it should always be implemented consistently and never altered in any way.

55 PAGE

OBUSA Logo Clear Space & Minimum Size

Always maintain adequate clearspace margins around the logo. Allow for margins equal to the logo height above, below and at both sides.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

LOGOS

1.5” WIDE

1.05” WIDE

56 PAGE

Contemporary Vs. Historic Usage

All branded communication should use the ‘contemporary’ Outward Bound Compass Rose.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

LOGOS

The historical Outward Bound Compass Rose and School specific Compass Rose have tremendous value and symbolizes our individual and collective heritage. Our old primary blue was a true medium blue (B). We’ve updated to a deeper, richer blue that provides more depth and contrast in our compositions (A). Deepening this blue allows for a larger palette of accessible color combinations.

57 PAGE

General Usage

To preserve brand strength, all elements of the Outward Bound logo should be kept intact. Please refer to these examples of how NOT to use the provided logo. A. Do not place the logo on a background with insufficient contrast.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

B. Do not reproduce the logo in a tint or screen. C. Do not add extraneous effects to the logo, including a drop shadow or a stroke. D. Do not change or modify the logo (or any of its letterforms) proportions or positions. E. Do not rotate or misalign the logo. F. Do not skew or distort the logo.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

LOGOS

PAGE

School Logos

59 PAGE

School Logos

The reference to a ‘national network of schools’ by all schools is important as it addresses confusion in the marketplace, conveys a benefit to consumers, is mutually reinforcing and bridges the difference between separate operating entities and collaborating entities united by a shared brand and vision. Utilizing the Compass Rose, the School logos lead with the School name and follow-up with “Outward Bound School”. The reintroduction of the term “School” is an important aspect of the Outward Bound brand.

OUTWARD BOUND USA

VOYAGEUR

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Chartered by Outward Bound USA, individual Outward Bound Schools are displayed as separate, independent market-facing brands and identified as part of a national network of schools.

Note: Voyageur Outward Bound School is used as an example for most School logo usage. The rules apply to most School logo variations.

OUTWARD BOUND SCHOOL

60 PAGE

When to use USA vs School Comms from or about the national organization: Annual/Impact Reports, Nationally Fundraising Campaigns, etc.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Materials focused on system-wide strategic planning: DEI efforts, national partnerships, risk management standards, or student experience research. Press/media coordinated through OBUSA.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

Visual Themes & Symbols

VISUAL THEMES

VISUAL SYMBOLS

It’s common to process and learn from an experience through journaling. Students might be writing, doodling, and processing their experience in their notebooks on course. Later, they might think back on their experience from home or in a classroom setting, tape a photo to their wall and revisit their favorite memories with a highlighter. No matter where it happens, journaling is a hands-on method for students to reflect and incorporate new skills into their everyday lives. It’s something that’s accessible to everyone – whether they are on-site at a school, in the city, or in a wilderness-based setting.

•

Highlighter and pen

•

Torn paper edges

•

Notebook paper

•

Handwritten notes

•

Stickers

•

Doodle-based icons

•

Circles found in nature: ripples, tree stumps, fire rings

•

Images and graphic elements cropped into circular shapes

•

Custom topographic maps used as texture

•

Hand drawn highlighter that emulates students charting their course

62 PAGE OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Visual Themes & Symbols

Circles are how we huddle up. They let you see everyone you’re talking to, all at once. Circles stand for warmth and belonging.

Maps are a natural symbol for our work. We rely on maps on course. And we also use our decades of proven best practice to draw a metaphorical map for social-emotional development.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

Typography

64 PAGE

Brand Typefaces The typefaces to the right can be used to develop a typographic hierarchy for all Outward Bound materials.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Honey should be used as the principal typeface for all major headlines. It can also be used for tertiary subheads and large body copy. Substitute Google fonts: Georgia Work Sans can be used for body copy. Substitute Google font: Arial Tusker Grotesk (5700 Bold) can be used for special headlines, secondary headlines, labels, large stats, and callouts. Substitute font: Placard Condensed

PRIMARY TYPEFACE

Honey

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz SECONDARY TYPEFACE

Work Sans

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz SECONDARY TYPEFACE

TUSKER GROTESK 5700 BOLD AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP QQ RR SS TT UU VV WW XX YY ZZ

65 PAGE

Brand Typefaces The typefaces to the right can be used to develop a typographic hierarchy for all Outward Bound materials. FS Sammy Pro (Regular) can be used for pull quotes. Substitute google font: Bradley Hand

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

IBM Plex Mono (Regular) can be used for small labels. Substitute google font: Courier New

QUOTES TYPEFACE

FS Sammy Pro

Aa Bb Cc Dd Ee Ff Gg Hh Ii J j Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz SMALL LABEL TYPEFACE

IBM Plex Mono

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

66 PAGE

BRAND FONT PAIRING

HEADLINE

Honey

SUBHEAD A

(5700 Bold) SUBHEAD B

Tusker Grotesk (5700 Bold)

LOREM IPSUM DOLOR SIT AMET CONSECTETUR. Morbi mollis tellus ac sapien in ac felis quis tortor malesuada pretium proin pretium leo ac pellentesque eter mollis dolor.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Tusker Grotesk

Find yourself anywhere & everywhere.

SUBHEAD C

Tusker Grotesk (5700 Bold) BODY

Work Sans (Regular) QUOTE + LABEL

FS Sammy Pro (Regular) IBM Plex Mono (Regular)

LOREM IPSU DOLOR AMET Aliquam lorem ante, dapibus in, viverra quis, feugiat tellus. Praesent ac eget egestas volutpat. Vestibulum ante ipsum primis inet faucibus orci luctus et ultrices posuere cubilia Curae Sed aliquam, nisi quis porttitor congue, elit erat euismod orci, ac placerat dolor lectus quis orci lorem Phasellus magna. Nam eget dui. Etiam ut purus Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere ante ipsum primis inet faucibus orci lorem ipsum dolor.

“Etiam ut purus Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere ante ipsum primis inet faucibus orci lorem ipsum dolor.” NAME, TITLE GOES HERE

67 PAGE

FALLBACK FONT PAIRING

HEADLINE

Georgia

Placard Condensed SUBHEAD B

Georgia

LOREM IPSUM DOLOR SIT AMET CONSECTETUR. Morbi mollis tellus ac sapien in ac felis quis tortor malesuada pretium proin pretium leo ac pellentesque eter mollis dolor.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

SUBHEAD A

Find yourself anywhere & everywhere.

SUBHEAD C

Placard Condensed BODY

Arial QUOTE + LABEL

Bradley Hand Courier New

“Etiam ut purus Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere ante ipsum primis inet faucibus orci lorem ipsum dolor.” NAME, TITLE GOES HERE

68 PAGE

WEB FONT STYLES LARGE STAT

Tusker Grotesk (5700 Bold)

H1 (SPECIAL)

Tusker Grotesk

LABEL

Tusker Grotesk (5700 Bold)

SUBHEAD + LARGE BODY

OUTWARD BOUND USA

Honey

BRAND STYLE GUIDELINES

VISUAL IDENTITY

(5700 Bold)

Work Sans (Semibold) BODY

Work Sans (Regular) PULL QUOTE + SMALL LABEL

Larkin (Italic) IBM Plex Mono (Regular)

99% THIS IS A SPECIAL H1 HEADLINE THIS IS A LABEL

This is an H2 Headline This is an H3 Headline or Large Paragraph Text This is paragraph text. Aliquam lorem ante dapibus in dolor, viverra quis, feugiat tellus. Praesent ac eget egestas volutpat. Vestibulum ante ipsum primis inet faucibus orci luctus et ultrices posuere cubilia Curae Sed aliquam, nisi quis porttitor congue, elit erat euismod orci, ac placerat dolor lectus quis orci lorem Phasellus magna. Nam eget dui. Etiam ut purus Vestibulum ante ipsum primis in faucibus orci luctus ipsum.

“Etiam ut purus Vestibulum un ipsum primis in faucibus orci luctus et ultrices posuere dolor ipsum primis inet faucibus sit lorem ipsum dolor.” NAME, TITLE GOES HERE

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

Color

70 PAGE

Core Palette Colors define a mood and provide character to the brand. Brand colors are just as important to the brand as the logo itself. It is imperative that the same Pantone, CMYK, and RGB builds are utilized to maintain visual consistency. Pantone is preferred for most print production or offset print projects. CMYK is preferred for digital press projects. RGB is for digital use.

OB BLUE

SAND PANTONE RGB CMYK HEX

KHAKI PANTONE RGB CMYK HEX

BlUE 072 C 0 44 154 100 93 5 1 #002C9A

PANTONE RGB CMYK HEX

SOFT WHITE

VISUAL IDENTITY

PANTONE RGB CMYK HEX

WARM GRAY 1 C 20% 249 247 244 1 2 2 0 #F9F7F4

PANTONE RGB CMYK HEX

CAMPFIRE 137 C 255 157 3 0 45 100 0 #FF9D03

DARK BLUE

PANTONE RGB CMYK HEX

CLAY 7579 C 224 89 30 7 79 100 1 #E0591E

BERRY 5255c 20 28 45 88 78 53 66 #141C2D

PANTONE RGB CMYK HEX

116 C 254 206 11 1 18 99 0 #FECE0B

PANTONE RGB CMYK HEX

1675 C 179 71 24 22 83 100 12 #B34718

FOREST 2695 C 39 24 66 91 96 40 47 #271842

PANTONE RGB CMYK HEX

627 C 3 39 24 84 54 79 74 #032718

OUTWARD BOUND USA

PANTONE RGB CMYK HEX

7528 C 194 182 164 25 24 34 0 #C2B6A4

HIGHLIGHTER

PENCIL

BRAND STYLE GUIDELINES

2330 C 237 230 222 6 7 11 0 #EDE6DE

Note: Our primary blue is derived from the Blue Peter - a signaling flag used when leaving harbor that means “all personnel report aboard at once; this vessel is outward bound.”

SUNRISE PANTONE RGB CMYK HEX

VIOLET 713 C 253 186 139 0 32 46 0 #FDBA8B

PANTONE RGB CMYK HEX

CHALKBOARD 264 C 186 156 237 29 39 0 0 #BA9CED

PANTONE RGB CMYK HEX

3288 C 32 139 103 83 23 73 7 #208B67

71 PAGE VISUAL IDENTITY /

Primary Headline text, backgrounds, large graphic elements. Use often.

Secondary Headline text and graphic elements. Use often.

Teriary Backgrounds and body copy. Use often.

Communication with donors, educators, and other adults will lead with our OB Blue and Tertiary colors. Secondary and Quaternary colors will be used sparingly. Communication with students will lead with our OB Blue, but will feature more of our Secondary and Quaternary palette.

OB Blue

Pencil

Soft White

Campfire

Highlighter

Sand

Clay

Dark Navy

Berry

Forest

Violet

Sunrise

Chalkboard

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

Color Hierarchy

Quaternary Small graphic elements and headline text. Use occasionally.

Khaki

72 PAGE

Color Accessibility The breadth and depth of the palette allows for a wide array of accessible color combinations, as shown at right.

AAA

AA18

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

DNP

These color combinations are accessible. Combinations labeled with three A’s (AAA) are the highest contrast, but combinations with two A’s (AA) are also acceptable. These color combinations are accessible when text is large. Regular or light weight fonts must be 18 point and bold fonts must be 14 point to qualify as “large” and ensure an adequate contrast ratio. These color combinations do NOT pass accessibility requirements. Do NOT pair text and background colors in these ways (these combinations have been removed at right).

73 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Color Accessibility

The breadth and depth of the palette

OB Blue

Berry

Forest

Dark Navy

Soft White

Sand

Headline

74 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Color Pairings

When using the color palette, it’s important to keep the right balance. Some colors should be used more sparingly than others, and not every single color in the family will work well together at all times. Overwhelming a design with too many colors is not recommended. In general, our layouts should feel open and clean with large floods of primary colors paired with smaller accents of the more vibrant secondary tones.

75 PAGE

Infographic Palette

A. Enter the hex code of a core palette color in the first box, titled “Base Color”. Ensure the arrow is in the first color box (it will be visible at the bottom). The color harmony will be based on what color you put here.

# 1724 4 4

OB BLUE

BERRY

E X PA N D E D PA L E T T E ( M O N O C H R O M AT I C )

# 122D6F

#80A4FF

#A AC2FF

#796997

#4B 396D

#B0A7C2

#C9B7EC

B. Please choose colors only from the Monochromatic or Shades options in the left panel. Other selections within this panel will vary the palette too far. The examples to the right illustrate expanded palettes created from a base color within the core palette.

FOREST

PENCIL

E X PA N D E D PA L E T T E ( M O N O C H R O M AT I C )

E X PA N D E D PA L E T T E (SHADES)

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

When a wider variety of colors are required for graphs and charts in presentations, fact sheets, market updates, and more, we recommend using the Adobe Color Wheel tool. Please use the following directions:

#337B5D

# 145137

#60A689

# 9BD0BA

#D48402

#F69902

#B 36F02

# 915A01

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

Photography

77 PAGE OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Photo Themes

THEME 1: CIRCLE UP

THEME 2: EPIC VISTAS

THEME 3: QUIET REFLECTION

Outdoor images that highlight circles found (or made) in nature.

Landscapes that inspire with their beauty and grandeur.

Candid moments of contemplation that signify internal reflection and growth.

78 PAGE OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Photo Themes

THEME 4: COURSE SHOTS

THEME 5: EVERYDAY LIFE

THEME 6: SELFIES

Our crews on course building relationships and working together.

Images that reflect the transition from outdoor adventure to the real-world.

Authentic images that feel raw and unedited.

79 PAGE

Diversity

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Words and images have the power to create a welcoming and affirming brand experience. By fostering respectful communication that celebrates diversity, we can demonstrate from the first impression what students can expect while on course: to explore their potential and find belonging with a crew who will champion their success. Here are some considerations:

A. Choose images that visually represent the communities you work with. One way to signal belonging is to use images, testimonials, and stories from people with whom your audience can identify. C. B. Show practicality and comfort. Clothing from non-premium brands; equipment for all bodies; well-fitting helmets; people working together. All are opportunities to visually address some key concerns that “fitting in” needs to look a certain way. C. Celebrate connection. Sharing images of diverse groups of students having fun and creating community tells an important truth about Outward Bound: you belong here.

80 PAGE

Diversity Continued

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

D. Think about placement. Consider who is in the “hero shots” and who is in the “sidebar.” Are participants with certain identities literally being marginalized? Use image descriptions and alternative text. It’s important for people with low vision who are using screen readers. E. Be wary of any power dynamics in images. Who is leading the group and who is following? Who is engaging in “technical” skills? In summary, when using photos of students, make sure you’re choosing photos that represent all your students – images that represent myriad identities, not just the prevailing culture.

81 PAGE

We want to ensure that course photos are usable in our marketing and communications. A filter or preset will unite our images and create a consistent feel. Both filters are valid for various uses.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Course Photo Filters

A: POLAROID & SELFIE INSPIRED

B: BRIGHT AND VIVID

Use this filter for social media and some email segments.

Use this filter for print and digital outreach materials.

82 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Photo Credit Policy Depending on the channel, Outward Bound may or may not credit photos. All photos submitted will be eligible for use in all channels. All photos submitted may be cropped and edited as needed. Outward Bound cannot accept any photography with restrictions on use or special requests for crediting. Outward Bound’s ability to credit photos is tied to the thoroughness of the credit added to the photo’s file name. Photos not given credit will not be credited. To credit a photo make sure to include the photographer’s name at the end of the file name or in the file’s metadata. Any photos submitted without credit given will not be credited. If you discover or are alerted to a photo already in use that should be credited or removed, please contact OBUSA to provide the name and we will add the credit or remove the photo.

CHANNEL

CREDIT POSTED YES / NO

PRINT COLLATERAL:

Yes

WEBSITE:

Yes: For Here & Activity Photos Only

SOCIAL POSTS:

Yes

EMAIL NEWSLETTERS:

Yes

PRINT ADVERTISING:

No: Keeping with industry standard

DIGITAL DISPLAY ADS:

No: Limited copy space

VIDEO:

Depends [case by case basis]**

*Provided photography name is included in file ** Individual cases to be determined by Brand Steward

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

Graphic Elements

84 PAGE

Photo Masking System

Outward Bound’s internal “Circle Up” phrase inspires the round shapes of the three primary photo masks: Full Circle, Quarter Circle, and Rounded Corners.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PRIMARY PHOTO MASKS

ELEMENT A: FULL CIRCLE

ELEMENT B: QUARTER CIRCLE

ELEMENT C: ROUNDED CORNERS

85 PAGE

Photo Masking System

Two accent masks, Torn Edge and Arc, are inspired by motifs commonly seen in the classroom or out on the course such as students’ collage style note taking or macro images of landscapes or gear. The accent masks can be layered with the primary masks to bring compositions alive.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

SECONDARY ACCENT MASKS

ELEMENT D: TORN EDGE MASK

ELEMENT E: ARC MASK

86 PAGE

Photo Masking System

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

ELEMENT E: ARC MASK DETAILS

Photography themes used in the Arc Mask are inspired by both macro and micro motifs found in the learning environment (ie gear, water ripples, or tree rings). For details on how to create this image mask, reference our Photoshop template. The gradient map effect uses analogous color combinations from our brand palette.

87 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Youth Collage

Our Youth Collages are oriented around one dominant photo with trail markers, topographic patterns, hand drawn icons, and other collaged elements that represent the student experience.

88 PAGE

Youth Collage

2 1

TARGET AUDIENCE: STUDENTS

How to create a Youth Collage: 1.

1 Main Photo (Photo A): Choose one dominant photo as the focus that features a student or instructor. Make sure that the main photo has a clear subject.

Photo A’s setting (e.g., trail markers or student selfies). Place this behind Photo A. 3.

BRAND STYLE GUIDELINES

1 Circle Arc Photo (Photo C): Add a tertiary photo in a round arc shape with a gradient map effect. Ensure it supports Photos A and B’s theme (e.g., trail signs, tree stumps, water ripples). Place it in front of Photo A but behind hand-drawn elements. 4

1 Paper Texture: Add a half-circle paper texture layer behind Photo A.

2-3 Hand-Drawn Graphics: Include two to three hand-drawn elements (e.g., topographic

/ OUTWARD BOUND USA

1 Environment (Photo B): Add a secondary photo in a torn paper shape, supporting

VISUAL IDENTITY

patterns, icons, or text). Place these on top of all photos. 6.

1 Highlighter Mark: Add up to one highlighter mark (e.g., emphasizing a route or text). Layer this on top of everything.

89 PAGE

Youth Collage

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

ELEMENT A: YOUTH TARGET AUDIENCE

EXAMPLE 1

EXAMPLE 2

90 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Adult Collage

This example Parent Guide publication features a simplified collage style on the cover that’s appropriate for an adult audience.

91 PAGE

Adult Collage TARGET AUDIENCE: EDUCATORS + PARENTS

1 3

How to create an Adult Collage: 1.

1 Main Photo (Photo A): Choose one dominant photo as the focus. Mask in Quarter Circle shape.

1-2 Circle Arc Photo: Add a tertiary photo masked in an Arc shape with a gradient map

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

effect. Ensure it supports Photos A’s theme (e.g., trail signs, tree stumps, water ripples). Place it in front of Photo A. 3.

1 Hand-Drawn Graphic: Include one handdrawn element (e.g., topographic pattern, icon, trail marker symbol). This can be layered on top or behind 1 and 2.

92 PAGE

Adult Collage

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

TARGET AUDIENCE: EDUCATORS + PARENTS

EXAMPLE 1

EXAMPLE 2

The Outward Bound brand includes a unique topographic pattern that ties into our other handcrafted elements and illustration style. Patterns A + B are available in both high and low elevation while Pattern C is available to show high elevation areas with bodies of water. All patterns are available in all colors of our brand palette.

93 OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

Topographic Pattern

TOPO A: LOW ELEVATION

TOPO B: HIGH ELEVATION

TOPO C: WATER

94 PAGE

The topographic pattern can be layered with other brand elements to create interest in our compositions.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Topographic Pattern Usage

EXAMPLE 1: LAYERED BETWEEN IMAGERY

EXAMPLE 2: CROPPED IN CORNER OF A COMPOSITION

EXAMPLE 3: LAYERED BEHIND TYPOGRAPHY

95 PAGE

Brand Pattern

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Our handcrafted topography symbols and patterns come together to create an organic representation of the landscapes and terrains we’ll be navigating. This pattern should be used as as subtle background element to add depth.

96 PAGE

The brand pattern can be layered with other brand elements to create interest in our compositions.

VISUAL IDENTITY

Brand Pattern Usage

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

This is an Awesome Headline

EXAMPLE 1: LAYERED BEHIND IMAGERY

EXAMPLE 2: OVERLAYED BEHIND TYPOGRAPHY

EXAMPLE 3: SUBTLE BACKGROUND TEXTURE

97 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

School Specific Illustrations

Organic handmade illustrations representing each of our locations add warmth and depth. NCOBS illustration is pictured below. The illustrations come in blue and khaki colors.

98 PAGE

Iconography

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Elements from the illustrations can be isolated and added to our “collage” library or used as standalone icons.

99 PAGE

Icons can be added to our “collage” library or used as standalone icons.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Iconography Usage

EXAMPLE 1: LAYERED IN THE YOUTH COLLAGE

EXAMPLE 2: STICKERS OR LAYERED WITH PAPER TEXTURE

EXAMPLE 3: LAYERED WITH TYPOGRAPHY

100 PAGE

Highlighter Our highlighter is a unifying element across the brand. It’s grounded in the idea of student reflection.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Set the brush preset in the color “Highlighter” from our brand palette.

101 PAGE

The highlighter may be used to circle images or draw attention to text. It should always feel imperfect, like it was created by hand.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Highlighter Usage

EXAMPLE 1: LAYERED IN THE YOUTH COLLAGE

EXAMPLE 2: LAYERED WITH IMAGERY OR TYPOGRAPHY

EXAMPLE 3: EMPHASIZE TYPOGRAPHY

102 PAGE

Typographic Highlight

Not every classroom has walls.

When adding typography to photography, ensure there is enough contrast with a dark gradient overlay layered behind the type. Photos that have clearspace (a clear blue sky or uncluttered landscapes) may not need a dark overlay.

EXAMPLE 1: KINETIC SCRIPT QUOTE

EXAMPLE 3: HEADLINES OR CALLOUT TEXT

EXAMPLE 2: KINETIC SCRIPT QUOTE

EXAMPLE 3: KINETIC BOLD TYPE

Do not place type directly on top of the subject(s) in a photo.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Type may be added to an image to bring the composition alive. Kinetic headlines follow the path of the student(s) and/or instructor(s). This treatment implies that there is journey here, and it might not be linear. It’s something that students create together.

103 PAGE

Map Symbols

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Our map symbols have a handmade line quality. Symbols are informed by the USGS Topographic Map Symbols Guide: https:// www.usgs.gov/media/files/topographic-mapsymbols

104 PAGE

These symbols can be layered with images in our collage compositions. When using, it is important that the symbol connects to the photo it is layered with (e.g. water symbol on a kayaking photo).

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Map Symbol Usage

EXAMPLE 1: LAYERED IN THE YOUTH COLLAGE

EXAMPLE 2: LAYERED IN THE ADULT COLLAGE

EXAMPLE 3: EMPHASIZE TYPOGRAPHY

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

PAGE

105

Brand Application

106 PAGE

Usage in Video Use the updated brand palette to support a look that’s warm, welcoming, and modern, with a subtle vintage feel that evokes nostalgia and comfort. The final grade should feel clean and natural, not overly stylized, and should reflect the tone of the outdoors and human connection.

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Visual Style: Color Grading

A: NOSTALGIA AND COMFORT

B: OUTDOORS AND HUMAN CONNECTION

107 PAGE

Usage in Video Outward Bound provides pre-built video assets to help individual schools create organic video content that stays on brand. These assets are provided with an alpha channel for easy addition to video content.

1. Types of slides

This section contains guidelines for the following:

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

1. Types of Slides 2. Video Branding Elements 3. National and School Video Branding Options There may be special exceptions where a School wishes to diverge from the guidelines in this section. In these instances, please contact OBUSA.

National Intro Slide OBUSA provides the official version of the Compass Rose that is to be used at the beginning of all national Outward Bound videos.

108 PAGE

Usage in Video

BRAND STYLE GUIDELINES

Title Slide

DESIGN SPECS

OUTWARD BOUND USA

VISUAL IDENTITY

1. Types of slides

Typography - Tusker Grotesk and Honey, 190pt

Outward Bound Outro Slide/Call To Action

Titles slides should be simple and combined organically into the background

The Outward Bound Outro Slide has the logo spin into view with an optional

when appropriate.

strong call to action to call or visit outwardbound.org. With an additional film

Color - White, #FFFFFF or Highlighter, #FECE0B

burn flash with subtle grain/artifact overlaying the background. The background should fade to 50% black during this animation to help reinforce the message. DESIGN SPECS

Font color can be used against a primary palette background color, or

Typography - Work Sans Regular + SemiBold, 40pt

on no background if font on video is not constrasted enough.

Color - White, #FFFFFF

109 PAGE

Usage in Video

Ghosted Branding

Lower Third

Ghosted branding is used to help keep a brand presence on Outward Bound

Lower Third specifications are provided. Motion Designers and Editors can add

Content. The Compass Rose is used standalone here without type. It is to be

custom content per the typography specs below.

unobtrusive, yet clearly legible in the corner.

DESIGN SPECS

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

2. Video Branding Elements

Typography - (Name) Tusker Bold, 44pt (Title) Honey Regular, 26pt Color - White, #FFFFFF or Pencil, #FF9D03 Font color can be used against a primary palette background color, or on no background if font on video is not constrasted enough.

110 PAGE

Usage in Video B-Roll Footage Guidelines B-roll should enhance the story and visually support the themes at the heart of Outward Bound. Always aim for footage that feels authentic, active, and grounded in nature and human

PORTRAITS

BASECAMPS

NATURAL LANDSCAPES

ADVENTURE (ACTION)

EDUCATION (LEARNING)

SERVICE

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

connection. Learning in action – students problem-solving, navigating, or leading Soft skills in motion – communication, leadership, teamwork Adventure activities – canoeing, rock climbing, hiking, and other course-based challenges that reflect our Skills for Thriving Service – TBD Natural landscapes – immersive, scenic shots that reflect the course environment Basecamps and setups – daily life at camp, gear, and the flow of routines Portraits of students and participants – candid, expressive, and respectful shots that tell personal stories

111 PAGE

Platform-Specific Guidelines

1080PX

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

1920PX

1080PX

19S0PX

Youtube Shorts

Youtube Long-form

VIDEO SPECS

Duration - 10-30 seconds

Duration - 1–5 minutes is ideal, with a max of 10 minutes unless extra length

Orientation - 9:16

serves a clear purpose

Captions/Subtitles - Usage, styling, font, and whether they are burned in or

Orientation - 16:9 (horizontal)

optional. Use auto generated subtitles, unless there is a specific reason to

Captions/Subtitles - Usage, styling, font, and whether they are burned in or

bake in subtitles. (Baked in fonts for subtitles: Work Sans (Substitute: Arial))

optional. Use auto generated subtitles, unless there is a specific reason to bake in subtitles. (Baked in fonts for subtitles: Work Sans (Substitute: Arial))

112 PAGE

Platform-Specific Guidelines

1920PX

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

1920PX

1080PX

Instagram

TikTok

VIDEO SPECS

Duration - 10-30 seconds

Orientation - 9:16 (vertical)

Captions/Subtitles - Usage, styling, font, and whether they are burned in or

optional. Use auto generated subtitles, unless there is a specific reason to

bake in subtitles.

bake in subtitles. (Baked in fonts for subtitles: Work Sans (Substitute: Arial))

113 PAGE

Social Media

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Left Column: Circles are a strong visual motif for our brand as indicated in the brand story. Here, an imperfect circle is used to frame a photo. It’s intentionally wobbly, as if its been drawn with a marker. A custom topographic pattern implies exploration and adventure and ties into our historic use of topographic texture. Center Column: A kinetic headline follows the path of a landscape. This treatment implies that there is journey here, and it might not be linear. It’s something that students create together. This text will be a great place to incorporate motion. Right Column: Courses are featured with simple framing elements that feel warm and approachable in a modern nod to a polaroid. Again, a touch of the highlighter ties into the hand-crafted feel of a journal.

114 PAGE

Letterhead The Outward Bound stationery successfully leverages the core brand visuals to create a consistent impression. Logo, typography and colors are carefully balanced. The back side of the business cards showcases the correct use of the Compass Rose isolated from the logotype. These pages provide the required styles and standards for all stationary and email usage. If an exception is desired please contact OBUSA as part of the design process.

FROM

Ben Worden Chief Marketing Officer

Name Title Lorem Ipsum Dolor sit Amet

Name:

tortor. Vivamus euismod mauris. Phasellus magna. Fusce a quam. Mauris sollicitudin fermentum libero. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Vestibulum volutpat pretium libero. Aenean massa. Nullam tincidunt adipiscing enim. Sed magna purus, fermentum eu, tincidunt eu, varius ut, felis. Praesent egestas tristique nibh. Proin sapien. Praesent turpis. Fusce neque. Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Pellentesque libero tortor, tincidunt et, tincidunt eget, semper nec, quam. Aenean posuere, tortor sed cursus feugiat, nunc augue blandit nunc, eu sollicitudin urna dolor sagittis lacus. Nullam vel sem. Praesent turpis. Etiam sit amet orci eget eros faucibus tincidunt. Nunc sed turpis. Phasellus magna. Etiam vitae tortor. Vivamus euismod mauris. Phasellus magna. Fusce a quam. Mauris sollicitudin fermentum libero. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Vestibulum volutpat pretium libero. Aenean massa. Nullam tincidunt adipiscing enim. Sed magna purus, fermentum eu, tincidunt eu, varius ut, felis. Praesent egestas tristique nibh. Proin sapien ipsum, porta a, auctor quis, euismod ut, mi. Sincerely, Outward Bound USA

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Etiam sit amet orci eget eros faucibus tincidunt. Nunc sed turpis. Phasellus magna. Etiam vitae

T (555) 555.5555 F (555) 555.5555

1234 Sample Street #123

info@outwardbound.org

1234 Sample Town, XY 12345

outwardbound.org

115 PAGE OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Business Card

Ben Worden Chief Marketing Officer (313) 706.8088 bworden@outwardbound.org

Ben Worden CHIEF MARKETING OFFICER 1234 Sample Street #123 1234 Sample Town, XY 12345 (313) 706.8088 bworden@outwardbound.org

116 PAGE

There is an opportunity to also use custom email signatures that incorporate School logos and add social media icons and links where appropriate. These email signature templates will be provided by the OBUSA and will be available along with other marketing materials.

AJ Wojtalik

SHE/HER

Director of Customer Experience Outward Bound USA

OUTWARD BOUND USA

BRAND STYLE GUIDELINES

VISUAL IDENTITY

Custom Email Signatures

awojtalik@outwardbound.org / (970) 209.9979 / Schedule A Call

This email and its attachments and links may contain conﬁdential information and are intended solely for the addressee. If you have received this email in error, please immediately notify the sender and delete it. Any use or sharing of the information is prohibited.

117 PAGE VISUAL IDENTITY / BRAND STYLE GUIDELINES / OUTWARD BOUND USA

Printed Materials Layout Guide

The Outward Bound logo should only be placed in one of the approved positions as shown below. The logo should always be center-aligned, and can either be positioned at the top or the bottom of the design.

118 PAGE

How to Apply to Merch: T-Shirts

Here the topographic pattern has a hand drawn texture with highlighter elements at play.

Any new branded apparel or merchandise ideas must be submitted to OBUSA for approval before

OUTWARD BOUND USA

The continued consistent use of the highlighter effect grounds all of our graphics in student reflection and learning.

BRAND STYLE GUIDELINES

VISUAL IDENTITY

As a double entendre, the Get (Re)connected headline shines on a t-shirt. It simultaneously implies connection with others and connection with nature.

production.

OBUSA Contact Information OBUSA Marketing collaboratively invests in Schools’ impact to support deeper connections within their communities. In short, we exist to help you do more of what you do best. Reach out to us for support on content projects, design needs, digital marketing best practices, and anything else that we can do to extend your School’s impact. Our team of subject matter experts are listed here:

Ben Worden, Chief Marketing Officer BRAND, MARKETING, IMPACT PARTNERSHIPS, EVENT ACTIVATIONS

BWORDEN@OUTWARDBOUND.ORG

Sally Johnson, Strategic Parnterships Director SJOHNSON@OUTWARDBOUND.ORG

Kristina Stockburger, Account Manager

COMMUNICATIONS, CONTENT STRATEGY & CREATION, MARKETING TECH, REPUTATION MANAGEMENT

AJ Wojtalik, Communications Director AWOJTALIK@OUTWARDBOUND.ORG

Shelby Jumper, Marketing Tech Manager Caitlin Cowan, Content & Comms Manager Gabaccia Moreno, Social Media Manager Ariday Caraveo, Email Marketing Speciliast Colleen Meas, Content Producer

Meg Peterson, Business Development Director OPEN ENROLLMENT, NATIONAL PROGRAMS, CUSTOMER SUCCESS, INBOUND/OUTBOUND SALES

MPETERSON@OUTWARDBOUND.ORG

Matt Kraska, Business Development Manager Rachel Lasky, Customer Success Manager Zachary Burnett, Customer Success Specialist Alexandria Shermot, Customer Success Specialist Shelby Farnham, Customer Success Specialist Ben Koshnick, Customer Success Specialist