"The Girl Scouts of the USA counts 1.7 million girls as members, spread across 112 independent councils – each of which, up until now, had been designing its own communications.

(Strategic design agency) Collins has been working with the organisation since 2019 to create a new identity that brings its constituent parts together. According to the studio, the goal was to affirm the Girl Scouts’ place as 'an unignorable and hopeful cultural force' in the lives of young women.

"Collins’ rebrand embraces a neon, rainbow palette, as well as an updated version of the Girl Scouts’ trefoil – which has been in use since the organisation’s founding in 1912. Usually displayed in green, the symbol has been freed up to appear in a huge range of colours." - Emma Tucker



This is great work. Not only did the Colins team liberate the color palette, they did the same thing with shapes, starting with the org's trefoil. They developed a simple catalog of mix-and-match shapes, then showed how to use them for messaging the brand promise.

An 'unignorable and hopeful cultural force' is a brilliant brand promise, and this program is brilliantly expressed. Bravo.

Article: The Girl Scouts’ Rebrand Cements its Place as a “Hopeful Cultural Force”