Youth organisation Girlguiding has revealed new branding across all four of its programmes – Rainbows, Brownies, Guides, and Rangers – as well as the Girlguiding brand itself.

The new look was carried out by Landor & Fitch, which was set the task of creating a new identity that would balance the organisation’s history and legacy with its future-facing ambitions.

As such, many elements are similar to before but with subtle tweaks. For instance, the colour palettes associated with Brownies, Guides, and Rainbows remain in keeping with past designs. The Girlguiding trefoil logo has also been carried over, but the new version is more uniform and symmetrical.

A large part of the project was creating an overall master brand that each section could sit under for consistency reasons, and there seems to be an emphasis on uniformity as a result.

The redesign leans on icons to distinguish each programme rather than devices such as typography, which was used so well for Scouts’ Squirrels programme, but which is largely the same across the board here.

The project has been in the pipeline since 2018, when it became clear that the branding needed to be updated if it’s going to appeal to volunteers, investors, and the 300,000 girls in the UK who currently take part in its programmes.

“We’ve been creating unforgettable, empowering experiences for girls for over a century,” said Amanda Azeez, director of communications, marketing and fundraising at Girlguiding. “To enable us to continue in our mission and reach even more girls and volunteers, we needed to look at how we’ve evolved over this time and address outdated perceptions holding us back.”

The new design identity will be used across badges, stationary, and icons, and will launch as part of a campaign led by VCCP Media.

landorandfitch.com