Camp Fire Boys And Girls Introduces Bold New Brand

Camp Fire Boys and Girls
Monday, 25 June 2001

Leader in Youth Development Undergoes Identity Transformation to Camp Fire USA

(Kansas City, Mo.) – Camp Fire Boys and Girls, one of the nation's leading youth development organizations, today unveiled its new name and identity, Camp Fire USA. The organization is introducing a revitalized brand image, created by the brand consultants and designers Landor Associates. The changes to the Camp Fire USA brand communicate the organization's relevance and differentiation and position the brand as innovative, progressive and all-inclusive. The complete national launch of the new identity will take place in August 2001.

"The name Camp Fire USA retains the inherent equity of the organization's name and captures the stature and revitalization of this preeminent brand," said Mary Lewis, a naming strategist with Landor Associates. "It promises a cohesive national organization that meets parents' expectations and the needs of today's youth."

A Camp Fire USA brand analysis began three years ago to revitalize and strengthen the identity central to the organization's mission of building caring, confident youth and future leaders. Nationwide consumer research provided Landor and Camp Fire USA with useful insights into the organization's future. In-depth analysis shed light on the equities of the brand and opportunities for growth.

"Our discovery process took us through an information review of Camp Fire USA history, an extensive internal image audit, then a competitive analysis, as well as qualitative and quantitative research," said Gregg Hibbeler, Camp Fire USA national director of marketing and communications. "Enthusiastic feedback from local Camp Fire USA councils assisted with the creative process throughout, culminating with a system vote approving our new name and brand this January."

Camp Fire USA is an excitingly different youth development organization. It serves boys and girls in a whole-family environment, whatever the family's structure; focuses on the development of the whole person; and uses out-come based and skill-building programs delivered in a variety of after- and out-of-school settings. Camp Fire USA is inclusive, welcoming children, youth and adults regardless of race, religion, socioeconomic status, disability, sexual orientation or other aspect of diversity.

Camp Fire USA's coeducational programs are also delivered in schools, in day and resident camps and in child care settings. Camp Fire USA develops and implements innovative and interesting ways for families to interact in small-group settings – an environment that researchers and family-care experts advocate as ideal for learning and positive interaction.

"Camp Fire USA has a strong desire to grow and evolve and to confidently tell parents why our program is right for them and America's children and youth," said Stewart Smith, Camp Fire USA national chief executive officer. "We are inclusive, progressive and value-rich."

Camp Fire USA was founded in 1910 as the Camp Fire Girls. In 1975, the organization opened its doors to boys. Today, over 46 percent of Camp Fire USA's members are male.

A new identity was adopted to contemporize Camp Fire USA as a national movement. The "fluid flame" reflects the flexibility of Camp Fire USA programs. The triangular flame shape represents both the fire of the hearth and out-of-doors and is open on all sides to represent Camp Fire USA's inclusiveness commitment. The red and blue colors symbolize citizenship and character.

Camp Fire USA National Headquarters and local councils will begin using the new name and servicemark during the launch of a nationwide awareness campaign this fall.

For more information, or to contact Camp Fire Boys and Girls, see their website at: www.campfire.org