Camp Fire USA Today
Our New Brand

On August 23, 2001, after three years of brand analysis, Camp Fire Boys and Girls unveiled its new name and identity, becoming Camp Fire USA, promising a cohesive national organization that meets parents' expectations and the needs of today's youth.

We also modernized our logo to match this revitalized identity. The new logo - still representative of fire as the center of community - is a more fluid representation of our highly recognizable flame, represents the flexibility of Camp Fire USA programs and is open on all sides to represent Camp Fire USA's commitment to inclusiveness.

We also introduced our first-ever themeline, "Today's kids. Tomorrow's leaders.", showing that Camp Fire USA leverages existing strengths of kids by transforming those strengths into abilities for the future. The themeline 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 also launched a nationwide image awareness campaign. The public service campaign includes 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 rebranding effort is also complemented by new uniform apparel, the launch of a new national Web site and new product packaging for the annual Candy Sale.

Council names also changed across the country as a result of the transformation. All council names now begin with "Camp Fire USA" for national unity, i.e. Camp Fire USA Georgia Council, Camp Fire USA Metropolitan Chicago Council and Camp Fire USA Walla Walla Council.