The Girl Scouts rebranding is infused with joy and optimism

US – A unifying rebrand brings together the 1.7m members of the Girl Scouts of the USA under one refreshed visual identity. The organisation worked alongside brand experience and design company Collins since 2019 to unite its 112 independent councils with a bright rainbow palette and updated logo design.

Branding assets are designed to work with the organisation’s long-standing fondness for badges, encouraging interactivity with geometric forms and a consistent new typeface, Girl Scouts Serif. While its signature trefoil logo previously only appeared in a single shade, the redesigned version has been freed up to work in a range of colours, adding another layer of freedom to how it can be used on uniforms, badges and communications.

‘We developed a voice that looks girls in the eye, recognises everything they are and can do, and seeks to empower them to blaze the trails only they can,’ explains Collins.

As we explored in The Zalpha Reckoning, the rebranding signals a shift from childhood as a time of innocence to a time of productivity. It provides a rising generation with a visual framework to express a sense of purposeful positivity.