For its biggest overhaul in over 100 years, the organisation has redesigned 187 badges with the aim of introducing girls to a new suite of activities, from storytelling and animation to STEM (science, technology, engineering and maths) and human rights. The corresponding handbooks also have a new look, with a bright colour palette and playful illustration style.
Red Stone developed the new style following a consultation with 50,000 girls aged between five and 18 across the UK. According to the brand, getting the creative input of young girls meant that the badges will not only reflect the modern Girl Guides in 2018, but will continue to be relevant for years to come.
By abandoning their outdated model and acknowledging the changing priorities of young girls, Girlguiding is investing in a Female Future.