Camp
Fire Undergoes Identity Transformation
(August 10, 2001)(Dallas, TX) — Camp Fire Boys and
Girls, one of the nation�s leading youth development agencies, will unveil its
new name and identity � Camp Fire USA � on August 23. Created by Landor
Associates, the revitalized brand image will help Camp Fire in its mission to
build caring, confident youth and future leaders.
The changes to the brand�s image will communicate
the organization�s relevance and its diversity. Along with a new name and
logo, Camp Fire will also adopt a new slogan: �Today�s kids. Tomorrow�s
leaders.�
Camp Fire started a brand analysis three years ago in
an effort to revitalize and strengthen its ability to help every youth develop
their individuality and leadership abilities. After assessing the results of
that analysis, which included a national, system-wide membership vote, the
organization�s leadership affirmed that Camp Fire Boys and Girls would become
Camp Fire USA.
�Camp Fire USA aims to be innovative and inclusive.
The new brand and logo promises a cohesive national organization with
contemporary, flexible programs,� says Tim James, Executive Director of Camp
Fire USA�s Lone Star Council. �It will meet the expectations of today�s
parents and will satisfy the needs of today�s youth.�
This transformation, which grew out of the national Extending
Our Reach (EOR) initiative, is based on Camp Fire�s unyielding
commitment to providing opportunities for underserved children and youth. Camp
Fire USA plans to become parents� and children�s logical choice for
after-school and out-of-school-time programs.
A nationwide awareness campaign is set to begin this
fall.
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