For over one hundred years, Girls Scouts have played an active role in every cultural milestone of American history. From women’s suffrage to civil rights, they’ve been there. Pioneering female leadership and encouraging girls to act on their dreams and change the world for the better.
With over 112 independent councils designing communications, the movement’s design approach needed a cohesive point of view.
The Girl Scouts invited us to work with them to craft just that. Beginning together in 2019, we sought to clarify the brand as an unignorable and hopeful cultural force.
To visually represent Girl Scouts' many ambitions, we placed patches and badges, their iconic symbol of achievement, at the heart of their new identity system. This set of tools can be arranged in simple or expressive applications by councils across the country to create broad yet cohesive communications. We simplified their symbol from a representative illustration of girls' profiles to the simple, iconic silhouette that has been with the organization from the beginning: the Trefoil. By pairing this with a vibrant palette, Girl Scouts can reassert their legacy as a true badge brand that girls are proud to represent.
Kristine Lim, Design & Art DirectionCamille Sauve, Design & Art Direction Maddy Carrucan, CopyDash Allison, Brand StrategySanuk Kim, Illustration Mari Juliano, PhotographyNiamh Walsh, Account Management Eric Park, 3D & Animation Tomas Markevicus, AnimationPOSITYPE, TypographyGirl Scouts of USA
Done while at COLLINS.