Dateline: August 30, 2001 4:07 PM

CAMP FIRE USA LAUNCHES BOLD NEW BRAND IDENTITY AND NATIONAL IMAGE AWARENESS CAMPAIGN

On August 23, Camp Fire Boys and Girls, one of the nation’s leading youth development organizations, officially launched its new name, “Camp Fire USA,” its new identity and a nationwide public awareness campaign. The new brand identity follows three years of extensive, nationwide research and analysis. The research, conducted by Camp Fire and Landor Associates, international brand consultants and designers, helped reveal the tremendous equities of the brand and opportunities for growth.

“Camp Fire USA’s new brand identity describes the essence of our organization . . . innovative, progressive and all-inclusive,” said Zem Neill, executive director of First Texas Council. “The new identity celebrates Camp Fire USA as a national movement and an excitingly different youth development organization.”

The new logo was adopted to contemporize Camp Fire USA. The logo’s “fluid flame” reflects the flexibility of Camp Fire USA programs, which can be customized to meet local needs and interests. The flame represents fire as the center of community. It is open on all sides to represent Camp Fire USA’s commitment to inclusiveness. The red and blue colors symbolize citizenship and character. 

Included in the new identity is the organization’s first-ever themeline, “Today’s kids. Tomorrow’s leaders.”, which personifies that Camp Fire USA leverages existing strengths of kids by transforming those strengths into abilities for the future. It also defines a positive contribution to the lives of youth and their families and communities.

To coincide with the introduction of the new identity, Camp Fire USA will launch a nationwide image awareness campaign. The public service campaign will include television, radio, magazine, newspaper and outdoor PSAs to tell America what Camp Fire USA is about: teaching children responsibility, tolerance, caring and independence within a diverse world. The public service campaign is sincere, using children as spokespeople and featuring common Camp Fire activities in typical settings. The rebranding effort will also be complemented by new uniform apparel, the launch of a new national Web site and new product packaging for the organization’s annual Candy Sale.

Camp Fire USA First Texas Council serves boys and girls in a whole-family environment, whatever the family’s structure. Camp Fire focuses on the development of the whole person using outcome-based, skill-building programs. Camp Fire continuously evaluates its programs and their outcomes for youth.

Camp Fire USA is inclusive, welcoming children, youth and adults regardless of race, religion, socioeconomic status, disability, sexual orientation or other aspect of diversity. Its coeducational programs are delivered in schools, in after school settings, in day and resident camps, in churches and in community centers.

Camp Fire Girls was founded in 1910 by Charlotte and Luther Gulick, M.D., as the first nonsectarian organization for girls in the United States. First Texas Council was founded in 1914. In 1975, membership was expanded to include boys. Today, more than 46 percent of national Camp Fire participants are male. Forty two million Americans are Camp Fire alumni.

###

for more information, contact:
Wes Corzine
Communications Coordinator
Telephone: 817-831-2111
E-mail: wes@firsttexascampfire.org 

Watch for upcoming feature article on Camp Fire USA in the next few weeks.

HAVE COMMENTS ABOUT THIS OR OTHER STORIES?  
SEND AN EMAIL TO THE EDITORS
Comments will be posted on Editor Emails unless otherwise requested.