Girl Scouts of the USA brand identity

Collins worked with Girl Scouts of the USA to create a new brand identity which reflected the organisation’s shift in direction. It is a Winner in the Brand Identity Rebrand category

Founded in 1912, Girl Scouts of the USA has dedicated the last century encouraging girls to act on their dreams and change the world for the better. The problem it faced was that its 1.7 million young members were spread across 112 independent councils – each of which was responsible for designing its own communications.

Collins started working with the Girl Scouts in 2019 to develop a more cohesive approach. Together, they defined a clear brand platform centred on being a champion of girls’ ambition and sought to bring that idea to life through every expression of the brand.

Embracing inclusivity, the organisation’s updated trefoil symbol now appears in a range of colours. Collins also looked back at the organisation’s history of patches and badges – which Girl Scouts earn for learning new skills – to design a set of new geometric forms.

Comprising a broader range of shapes including shields, half barrels, flowers, hearts, octagons and pennants, these motifs create a common language for Girl Scouts’ branding. Finally, Collins overhauled its apparel and merchandise, blending vintage styles with contemporary design.

Girl Scouts of the USA
Winner: Brand Identity_Rebrand
Entrant: Collins
Design Studio: Collins
Strategy Director: Dashiell Alison
Design Director: Megan Bowker
Copywriter: Madeleine Carrucan
Photographer: Mari Juliano
Design Director: Sanuk Kim
Business Director: Antonia Lazar
Senior Designer: Kristine Lim
Designer: Camille Sauvé
Associate Business Director: Niamh Walsh
Motion Design Director: Tomas Markevicius
Motion Designer: Eric Park