Brand Identity Center

Did you know that the Girl Scouts of the USA logo is the 17th most recognizable logo in the United States?

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

GSUSA has 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 GSUSA's brand research and development, we want to ensure that we communicate GSUSA's brand promise:

Girl Scouts gives every girl access to life-changing experiences that inspire her to do something big.

Thank you for partnering with GSNWGL and GSUSA to represent the amazing things that our girls are doing to change the world. We hope that the brand education that lies in the weeks and months ahead becomes a source of inspiration, creativity and fun.

What Is Brand Identity?

The Girl Scout identity is more than just a "logo." It is a system of marks, typefaces, colors, layout schemes and more. The Girl Scout branding 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.

Eight Key Questions

GSUSA has created simple guidelines for everyone to follow, which can be checked by asking the following questions when creating a Girl Scout branded piece. Each question has a link to more detailed information. You may also contact us at brand@gsnwgl.org with questions or for more information.

Question 1: Is that the official art?

'Official art' includes the servicemark (logo), profiles, and the shorthand servicemark.

Profiles: Green (for use only when printing in color)
GSNWGL servicemark Two color (for use only when printing in color): High resolution - Low resolution Black & White: High resolution - Low resolution

Question 2: Can we do that to the servicemark?

There are specific guidelines for which servicemark to use with which audiences, color combinations, etc.

Question 3: Are we using the solid trefoil correctly?

The trefoil is a mark with great history, so while GSUSA encourages using the trefoil creatively, it should also be done respectfully (i.e., we can't make it into a character or a frame for other graphics, etc.). Also important to note is that the trefoil can only ever be Girl Scout green or white, never black, grey, blue, etc.

Solid trefoil:Green (for use only when printing in color) / Reverse Green (white on green)

Trefoil Design Ideas (color printing)

Trefoil Design Ideas (black & white printing)

Question 4: Are we using the Girl Scout colors?

The core colors are our own green (see the cheat sheet below for codes), black and white. There are also secondary colors for each grade level and volunteers.

Question 5: How do we speak to the girls?

To aid tailored and targeted communications, each grade level has its own mark (logo) to be used when creating pieces for that level.

Question 6: Is the servicemark where it should be?

There are specific guidelines regarding placement of the servicemark (logo) - spacing, location on the piece, etc. For example, the servicemark should ideally be placed in the upper left third (corner) of a piece; bottom placement is not recommended.

Question 7: Is that the Girl Scout typeface?

GSUSA specifies Arial as the typeface, or font, to use with general Girl Scout branded pieces.

Question 8: And, is the art on brand?

The new Girl Scout brand uses photos that convey the Brand Promise, along with sketchbook-style illustration to show energy and authenticity (we love to use girls' sketches in our pieces!).