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You can do it all, but not alone and not perfectly
DEB WATERMAN JOHNS
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OUR MISSION Our goal is simple. Help women accomplish more by designing fashionable, durable, and colorful products that organize and delight.
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OUR STORY SCOUT was co-founded by Deb Waterman Johns and her husband Ben Johns in 2004. A working mom of four (plus multiple dogs), Deb needed large, sturdy, affordable totes to carry all her family’s stuff without getting weighed down. The bags she and Ben needed didn’t exist, so they made them.
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DESIGNED FOR REAL LIFE From our LifeProof fabrics to our perfectly placed pockets, we want to prepare our customers with everything they need, in one bag. Our products are durable, lightweight, and easy to clean. We call it pretty utility. Our position in the market is unique. We win with function first.
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FUNCTION
FASHION
PRICE
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OUR PATTERNS Through the lens of her well-trained eye, Deb finds inspiration everywhere she turns, including her global travels, fashion trends, and her own life. Our talented team of artists work collaboratively with Deb to interpret her designs, creating hundreds of limited-edition patterns each year.
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OUR CUSTOMER The Achiever: we know her, we love her, we are her. She loves achieving at work and being able to keep her family happy. She wants to appear polished and put together while doing it all. For herself, she wants trendsetting patterns to set her apart. For others, she is the ultimate, thoughtful gifter. In her spare time, she is improving and organizing her home.
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OUR PRESS Our brand continues to be a favorite of the media and have increased impressions year over year since founded in 2004 - doubling our impressions each year since 2021.
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“The Mary Poppins of Beach
“SCOUT’s reusable gift bags
Bags... it’s the only beach
are the smartest thing you’ll
bag I’ve used in years”
buy this season”
Recipient of the 2022 Good Housekeeping Best Cleaning & Organizing Awards
“They clean with ease, fold flat, and fill fellow shoppers with major envy!”
“SCOUT Bags are like the Jennifer Anistons of the beach bag world - timeless, beautiful, and wildly popular.” 15
CATEGORIES AVAILABLE FOR LICENSING
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• Home
• Gift
• Drinkware
• Travel
• Accessories
• Beach
• Stationary
• Pet
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signature This collection features our best-selling patterns. These are available year-round and are able to be customized.
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seasonal Each season, our team of designers creates limited-edition, on-trend patterns. These collections are available for one season and once they are gone, we never re-release.
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STATEment This collection celebrates the places we live, love, and visit. Hand-drawn toiles feature local landmarks and beloved icons carefully selected by Deb Waterman Johns.
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brand GUIDELINES
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OUR TYPEFACE Ridley Grotesk Check Subhead: All Caps, tracking 75 (Regular or Bold) Check Header: - Standard/Baby/Signature: Lowercase, tracking 0, bold (or seasonal font) - PROMO: All Caps, tracking 0, Bold Check Body: Sentence Case, 40pt, tracking 0, leading 54 Check Lists: Checkmark (Check) from “Font Awesome 5 Free” Check Apostrophes/Quotes: Always curly (“/’) unless a dimension ("/') (right click, Insert Special Character, Quotation marks)
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standard SUBHEADER 1
promotional SUBHEADER 2
SUBHEADER 2
SUBHEAD CODE XXX Body text. Lorem ipsum.
Promo body text
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OUR COLORS Frequently used palettes are indicated here. For seasonal palettes, reference the Seasonal Pantone and Pattern Guides. Complete Pantone Collection here.
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SCOUT PRIMARIES FRENCH BLUE PANTONE: 285
POOL
PANTONE: 311
PEAR
PANTONE: 381
LEMON
PANTONE: 102
HEX: 0070CD
HEX: 00C1DE
HEX: CEDB00
HEX: FDE300
CMYK :
CMYK:
CMYK:
CMYK:
91/53/0/0
69/0/12/0
24/0/100/0
4/5/100/0
HOT PINK
PANTONE: 232
HEX: EF3FA9 CMYK:
5/86/0/0
AMETHYST
PANTONE: 2715
HEX: 8C83BE CMYK:
48/49/0/0
SIGNATURE NAVY
PANTONE: 294
LEMON
PANTONE: 102
HEX: 002E6C
HEX: FDE300
CMYK:
CMYK:
100/86/29/22
4/5/100/0
SEASONAL : REFER TO PANTONE GUIDE 29
COLOR USAGE TYPE OVER COLOR: When placing type over a solid color, it is important to consider readability, especially at a small size. The color swatches on previous page indicate what color text to use.
COLORED TYPE: Using color to emphasize key words or phrases should be kept to a minimum. Use colors that are readable on white and use all caps and bold treatments to enhance readability. When combining colors, be sure there is enough contrast.
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FRENCH BLUE C M Y K
91 53 0 0
This type is easy to read because it contrasts with the background.
Hex 0070CD PMS 285 This type is difficult to read because it blends in with the background.
PEAR C M Y K
24 0 100 0
This type is easy to read because it contrasts with the background.
Hex CEDBOO PMS 381 This type is difficult to read because it blends in with the background.
RUMP ROOST LG doubles as a seat or table.
RUMP ROOST LG doubles as a seat or table.
Avoid colors that clash and make it difficult to read.
Reverse type and use lighter colors for type on darker backgrounds.
RUMP ROOST LG doubles as a seat or table.
RUMP ROOST LG doubles as a seat or table.
Do not use reverse type or lighter colors for type on lighter backgrounds (not enough contrast).
On a light background, use darker colors for type and bold and/or all caps for readability.
Rump Roost LG doubles as a seat or table. Don’t use lighter colors in text.
RUMP ROOST LG doubles as a seat or table. Use darker colors for type and bold and/or all caps for readability.
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OUR LOGO Filled-in reverse version: Use on dark backgrounds
The filled-in brand mark with the logotype serves as our main brand identity. Only use the version that has the registration mark.
Outlined version: Use for variety
Outlined reverse version: Use on dark backgrounds 32
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PLACEMENT: The placement of the main logo on any document should be considered with hierarchy in mind.
B
Surprise
+ DELIGHT THEM
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B
C
Always keep an area of space around H
the logo that is equal to the height of
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two ‘T’s from the SCOUT logotype.
A. POCKET ROCKET $49.50 in Nantucket Navy
D. PACKIN’ HEAT $23 in Nantucket Navy
G. PACKIN’ HEAT $23 in Fleetwood Black
B. POCKET ROCKET $49.50 in Fleetwood Black
E. KATE WRISTLET $18 in Nantucket Navy
H. MINI PACKAGE $7 in Birch is Back
C. ORIGINAL DEANO $45 in Birch is Back
F. KATE WRISTLET $18 in Fleetwood Black
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F
G
WHITE SPACE: Layout A, which is targeted to consumers, makes the product the hero and signs off with SCOUT, typical of print ads. Layout B leads with main logo to identify to specific audiences that the messenger is SCOUT. 33
CO-BRANDING LOCKUPS When co-branding, the SCOUT and partner logos should be treated similarly. Oftentimes, the partner logo will precede the SCOUT logo but is always joined with a bold + in the lockup. The + should always be the height of the SCOUT logotype or partner logotype.
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Do not treat one logo differently from another.
Sometimes a horizontal option is needed. Apply all the same guidelines to the horizontal option.
NET WT 5.5OZ moved .2” from McCrea’s feedba sent 5/ Maintain ample space between the logos and the +.
Keep the logos relatively similar in size.
The + should be the height of the SCOUT logotype. 35
NAMING CONVENTIONS USING THE SCOUT NAME: SCOUT is always in all capital letters. The only exception is when writing out our URL (www.scoutbags.com). We often refer to our brand (on first instance in a communication) as SCOUT Bags (with a capital B) and thereafter can shorten to simply “SCOUT.”
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Scout Bags
SCOUT Bags
Scout
SCOUT
www.SCOUTbags.com
www.scoutbags.com WWW.SCOUTBAGS.COM
(External copy)
So, avoid buckles and latches by sticking with the Old School nylon drawstring backpack from Scout for $29.
(External copy)
So, avoid buckles and latches by sticking with the Old School nylon drawstring backpack from SCOUT for $29.
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NAMING CONVENTIONS PRODUCT + PATTERN NAMES: To maintain brand consistency and familiarity, never alter or rename SCOUT product or pattern names. They should also be kept in a consistent format and style. When in doubt, you can always find the correct spelling and capitalization of patterns and products on scoutbags.com.
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Check capitalization and for title case exceptions.
Some names start with “The”
Do not write out numbers, use digits.
Be aware of hyphens and punctuation.
Storage size options are abbreviated and in all caps.
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NAMING FORMATTING PRODUCT LABELS: Products should be labeled whenever possible. To maintain consistency, the product name and price should appear on the same line. Utility and pattern name should appear below. Depending on the context, sometimes the price is optional. The word “in” and pattern name should be italicized.
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Product Name
COOLS GOLD • $64
soft cooler in Fleetwood Black Utility
Price (optional)
Pattern Name 41
THE END,
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