Girl Scouts is a well-loved, iconic brand. Few brands are able to claim a color or a shape; fortunately, we have the ability to do both. In refreshing the brand identity, we aim to stay true to our brand values – the cornerstones of leadership, sisterhood, and inclusion.

We have created a visual brand language that conveys the Girl Scout movement as it exists today and that speaks to our core audience – girls – in a way that engages and resonates with them. Most importantly, in all of our brand work, we want to ensure that we communicate our brand promise: Girl Scouts gives every girl access to life-changing experiences that inspire her to do something big. We hope that what lies in the pages ahead becomes a source of inspiration, creativity, and fun-and brings you as much joy as we felt in creating them. Thank you for partnering with us to represent the amazing things that our girls are doing to change the world.

The Girl Scout identity is more than just a “logo.” It is a system of marks, typefaces, colors, layout schemes and more. The system helps to support our brand story and unify our communications. The graphic elements are serious yet accessible, timeless yet engaging, and always focused on creating a sense of sisterhood, leadership and access.

Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.

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