Brand & Media Center

Girl Scout Brand & Intellectual Property Guidelines

The Girl Scout name and visual identity are symbols of our mission and values. To protect the integrity of the brand and ensure consistency across all communications, these guidelines apply to all external individuals, including volunteers, service areas, community partners, sponsors, third-party vendors, and independent creators. Please follow brand standards and get Council approval before using any Girl Scout intellectual property (IP).

These guidelines provide general direction. They do not grant permission to use any Girl Scout trademarks, logos, designs, or other intellectual property without prior written Council approval.

Represent the Girl Scout brand and Girl Scouts of the Northwestern Great Lakes in a unified and consistent way! Please utilize these guidelines and resources below to do just that.

Please reach out with questions, needs for additional resources, or feedback at info@gsnwgl.org.

What is considered Girl Scout Intellectual Property (IP)?

Girl Scout IP includes, but is not limited to:

The words "Girl Scouts," "Girl Scout," and "Girl Scouting"
The Girl Scout Trefoil and all logo variations
Council logos, servicemarks, and acronyms
Program names and marks (e.g., badge names, program names, awards)
Official artwork, badge designs, iconography, and insignia
Cookie Program names and marks
Any design, phrase, or visual element that implies official affiliation.

Visual Branding

Name

The name "Girl Scouts" and all related program names are protected trademarks. Any public-facing use of the Girl Scout name must be reviewed and approved by the Council in advance.

Do not incorporate "Girl Scouts" into the name of an event, program, business, social media account, or domain without Council approval.

The Girl Scout name may not be used to imply endorsement, sponsorship, or partnership without formal authorization.

Referencing Girl Scouts: The words "Scout," "Scouts," and "Scouting" should never appear without the modifier "Girl," and each word should be capitalized. When mentioning our name in copy, use either "Girl Scouts" or "Girl Scouts of the Northwestern Great Lakes."

Abbreviating Girl Scouts of the Northwestern Great Lakes: Use the acronym GSNWGL only after first referencing the full title Girl Scouts of the Northwestern Great Lakes and identifying the acronym in parentheses. [example: The headquarters for Girl Scouts of the Northwestern Great Lakes (GSNWGL) is in Appleton.]

How to correctly use our name:

CORRECT BRANDING	INCORRECT BRANDING
Girl Scout/Girl Scouts/Girl Scouting	Scout, Scouts, Scouting
Girl Scouts of the USA	Girl Scouts of America
Girl Scouts of the Northwestern Great Lakes	The Girl Scouts of NWGL, Girl Scouts of [City], Girl Scouts of [Service Unit]
GSNWGL/GSUSA	GS
Girl Scout Gold Award	Girl Scouts Gold Award
Girl Scout Cookie Program	Girl Scouts Cookie Program, Girl Scout Cookie Fundraiser/Business/Sale

Naming Events, Camps, Activities, or Special Initiatives:

Choose names that are creative, welcoming, and clearly communicate the experience being offered. Names should align with the Girl Scout brand and avoid confusion with existing Girl Scout programs, badges, awards, recognitions, or other official offerings.

Please keep the following in mind:

Avoid names that overlap with official Girl Scout offerings. Names should not duplicate or closely resemble established programs, awards, or recognitions. This helps protect their meaning and significance within Girl Scouting.
Avoid acronyms whenever possible. Acronyms can be confusing, hard to remember, and unclear to families new to Girl Scouting. Use names that are easy to understand and clearly describe the experience. If using GSNWGL in any description, you must first use Girl Scouts of the Northwestern Great Lakes (GSNWGL), and then may use GSNWGL thereafter.
Keep names clear and accessible. Choose wording that girls, families, volunteers, and the community can easily understand.
When in doubt, check with Brand & Communications. If a name may be confused with an existing Girl Scout offering, look for guidance before using it in promotions or communications.

The goal is to choose names that are memorable and meaningful while protecting the recognition and value of established Girl Scout offerings.

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The Girl Scout logo (Trefoil) is a registered trademark and must always be used in accordance with official brand standards. The Girl Scouts of the Northwestern Great Lakes servicemark, or GSNWGL acronym, and/or Trefoil should appear on all flyers, letters, or products that communicate about Girl Scouts.

Logo Usage

If Girl Scouts of the Northwestern Great Lakes' servicemark and/or the Trefoil are placed on distributed materials, the materials must get council approval. Please reach out to info@gsnwgl.org and allow 3-5 business days. Council approval is required before using any Girl Scout logo or intellectual property.
Only official, Council-provided logos may be used.
Logos may not be altered in any way (including color changes, distortion, rearranging elements, adding text, or applying effects.
Logos must have proper spacing and placement.

Improper use of Girl Scout logos or intellectual property may require materials to be removed, reprinted, or discontinued.

Download the Servicemark:

Trefoil Guidelines:

Don't shade or outline the trefoil.
Don't put text or images inside the trefoil.
Don't crop or rotate the trefoil.
The trefoil should have clear space (about the same size as the Trefoil you are using on all four sides).

Download the Trefoil:

Trefoil

Note: Our legacy marks, including the profile logo, are retired and are only used when communicating about Girl Scout history. Usage requires written approval from GSUSA.

Colors

All Girl Scout materials should utilize three main colors: black, white, and Girl Scouts Green.

Girl Scouts Green can be identified by: HEX (#00b451), CMYK (95/0/100/0), RGB (0/180/81), or PMS (354).

Full Girl Scout Brand Color Palette

Font

Girl Scouts, troops, and volunteers should use Palatino Linotype or Helvetica as a default for any resources they are creating.

Fonts can only be black or white.

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Co-branding with external organizations, sponsors, or community partners requires careful review to protect the Girl Scout brand.

Ensure any public-facing material you create is branded only with Girl Scouts. If you are looking for special permissions to promote partnerships, please contact info@gsnwgl.org.

All co-branded materials must be approved by the Council prior to production or distribution.
The Girl Scout logo must maintain visual prominence and follow brand standards.
Partner logos must not appear to override or alter the Girl Scout brand identity.
Co-branded messaging must clearly reflect shared values and mission alignment.
No organization may imply an official partnership without written Council approval.

External Partners or Sponsors:

May not place Girl Scout logos on merchandise without written agreement.
May not co-brand products for sale.
May not imply endorsement of a commercial product or service.

All Co-Branded Materials Require:

A formal agreement
Brand review and approval
Compliance with national brand standards

When in doubt - ask first.

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Use of photos or videos requires a signed photo release form for any Girl Scouts or adults pictured.

This release only provides permission for use directly related to Girl Scouts and should never be used to promote a business or political campaign.

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Many troops, groups, and service areas create their own t-shirts or swag to identify their troop number, commemorate events or accomplishments, or simply for fun! We love your Girl Scout pride!

The Girl Scout name, logos, insignia, and other intellectual property may not be used on merchandise without Council authorization. If you opt to use the council servicemark, Trefoil, or "Girl Scouts" in your design, it must be approved by the council. Reach out to info@gsnwgl.org and allow at least five days.

Important:

Volunteers, troops, service areas, and partners may not design, produce, sell, or distribute merchandise (e.g., apparel, patches, mugs, stickers, promotional materials, digital products) featuring Girl Scout intellectual property unless it has been officially designed and produced through official Council or national channels.

Copying a design from an existing product in the Girl Scout Shop is prohibited. Be original and be respectful.

Any items using Girl Scout intellectual property (servicemarks, logos, names, badges, programs, awards, cookies, etc.), even with approval, cannot be sold. They must be given at no cost to recipients.

"Custom" or "Fun" Designs are Still IP

Even if an item is:

"Just for our troop"
A one-time event t-shirt
A small batch
Not-for-profit
Designed by a Girl Scout, volunteer, or parent

If it includes Girl Scout IP, it still requires council approval and must follow Girl Scout brand standards.

Troop & Service Area Items

Troops and service areas:

May create generic items (e.g., "Troop 1234 Camping Crew") without using official logos or protected marks.
Must submit any design using Girl Scout IP for Council approval.

If a troop or service area would like an official Girl Scout-branded item, the Council will direct them to approved vendors or retail channels.

When in doubt - ask first.

Recruitment Resources

Hosting a Girl Scout recruitment event is a great way to help new Girl Scouts and families join the fun, and we have the tools you need to make your event a success. Whether you’re opening a service unit event up to new girls, increasing visibility at a school or community event, or hosting a Girl Scout information meeting, we have materials ready for you.

Please use the provided council materials to help us maintain a strong brand and consistent visibility. Do not create independent recruitment materials without prior approval.

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Some templates may allow basic customization (e.g., adding a date, location, or important event details). Any additional changes can be submitted to the Council for approval.

Use Council-created materials to help you promote your event and invite girls to join Girl Scouts with you!

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Videos

Girl Scout Cookie Program Resources

Check out the great tools to help your troop/Girl Scout reach their cookie sales goals, go on new adventures, and rock this season like never before.

Please use the provided council materials to help us maintain a strong brand and consistent visibility. Do not create independent recruitment materials without prior approval.

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Use these flyers, door hangers, and more to share more about the Girl Scout Cookie Program and upcoming booths - all while boosting sales!

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Social Media Images

Right-click to save each image below, and share them on your social media! Link to your Girl Scout's Digital Cookie page or the Cookie Finder!

Need some inspiration for what you might write as your caption on social media? Here are some ideas and prompts:

It’s official: Girl Scout Cookie Season has entered the chat! 👏 🍪💚 Every box you buy helps power Girl Scouts' futures.
This is your sign to treat yourself! 🍪 Girl Scout Cookie Season is the perfect excuse to stock up on the cookies you love most. Whether it’s one box or a full stash, every bite brings a little joy.
Your cookie purchase is so much more than a snack. 💚 Each box supports Girl Scouts as they lead service projects, build lifelong skills, and dream up their goals. It’s a simple way to make a real difference, one bite at a time.
Tell a story and share photos from your booths or previous Girl Scout adventures funded by Girl Scout Cookie proceeds
Talk about your "why" - why YOU are selling this year!

Videos

Social Media

We look to our volunteers, members, and supporters to help GSNWGL continually reach new people, and ask that you follow, like, share, and comment on our social media pages as much as possible. We hope to widen our reach and increase visibility through credible people who have Girl Scout knowledge and connections – like you!

GSNWGL Social Media Channels toggle arrow

We encourage you to follow and engage with us on social media.

Are you sharing your story on social media? Tag us!

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We ask that all members of our community actively engaging on social media review and comply with these guidelines, which help us carry out the Girl Scout Promise and Law on digital platforms.

General Best Practices

Think twice before hitting publish. What you say on the internet is permanent, even if you delete it. Make sure that you will not regret what you post.
Do not share your personal contact information including full name, address, contact info, troop details, etc. (or anyone’s personal information, including girl and volunteer members).
Be nice. People tend to be on the bold side when they are hiding behind a screen, please don’t join them.
Be aware of spammers. It’s no longer obvious when you are being contacted by a spammer, so be aware of whether your conversations are taking a turn. Always report them if you think they have ill intentions.
Be respectful of others.
All social media channels are monitored on a daily basis. Posts/comments that do not abide by the rules/guidelines are subject to removal.
Do not use the last names of minors on social media.
Speak for yourself – your opinions may not always be the same as the council’s, and that’s fine. Just make sure your presence on social media is in the first person – lots of “I,” and not so much “we.” If you are going to post something that could be considered political, please note in your post that those are your opinions, not the Girl Scouts.
When acting as a Girl Scout representative of any kind, you may not engage in certain electoral activities.
Respect copyright and fair use. Don't use other people's content without asking and giving them credit.
Do not claim any pages or groups with "Girl Scouts of the Northwestern Great Lakes" or "GSNWGL" in the name.

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Review the Image Safety Guidelines above.

When sharing photos on social media, confirm consent from parents. Do not post personal troop or girl information, including location, age, and full name.

Publicity & Telling our Stories

Girl Scouts have many wow-worthy stories to share, and we want to tell them all in a way that helps us build community/public awareness and engagement with the overall Girl Scouts Movement. Please use these guidelines and resources for representing Girl Scouts – sharing your story with our Council, throughout your community, and with approved media.

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National and Council Press

GSUSA handles all national media outreach, and GSNWGL reaches out to local TV, print, digital, and radio outlets in our region. The GSNWGL Brand & Communications team works year-round to secure positive coverage of Girl Scouts. The only way this happens is for members like you share your stories.

Volunteer & Member Press

Before taking your Girl Scout or troop story directly to the press, or helping with council-wide recruitment or other campaign efforts, please review the resources and guidelines below, then focus on your hyper-local neighborhood newspapers and radio shows broadcasting in your immediate area to avoid overlapping outreach. If you wish to contact or have been contacted by other media, please coordinate with info@gsnwgl.org to avoid causing confusion for our media friends or duplicating efforts.

Steps to Pitching a Story to the Media:

Be brief and to the point! Editors/producers are busy people.
Be specific with times, dates, and details.
Tell the editor/producer why including your story would benefit their readers or viewers.
Include quality photos or videos. Include these as links - not attachments.
Spelling and grammar matter!
Respect privacy by only including minors' first name and last initial as a standard practice.
If a reporter agrees to a story, please reach out to info@gsnwgl.org. The council provides support and media training for all spokespeople.

GSNWGL offers downloadable templates and resources to help get local stories and events into the news.

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We need your help to show the world how amazing Girl Scouts are by celebrating the incredible differences they're making in their communities. Your photos, videos, and stories could be used in promotional materials for Girl Scouts! You may see yourself or your troop on our social media, on our website, or in one of our council publications.

(AKA You'll be famous, in a Girl Scout kind of way).

Plus, you can earn a fun Media Girls patch to display on your uniform!

We are always looking for stories on troop outings, experiences, and community service projects - we love it when you include photos or videos!

With Girl Scout Cookie Season around the corner, we’ll look for Girl Scouts to share their experience with the Girl Scout Cookie Program. They can share their goals, plans, and even their favorite cookie. Do you have a brave Girl Scout interested in becoming a GSNWGL Media Girl? Contact us at info@gsnwgl.org, and we’ll reach out with opportunities in your area.

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If an emergency situation occurs, Girl Scouts and volunteers must follow our emergency procedures, which include making NO statement of ANY KIND to the media. Do NOT give out any names or information. Ask the media to contact the Brand & Communications team at 888.747.6945.

Safety is important. We don't want members putting themselves in a dangerous or untenable situation. This is especially true if a person becomes agitated in a conversation. Please remove yourself and any Girl Scouts from the setting.

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