Rebranding

The Girl Scouts of the USA recently completed a rebrand designed to better reflect the mission and vision of the more than 100-year-old historic organization that boasts 2.5 million members. The purpose of the Girl Scouts was to create an organization that helped develop girls. As the world has evolved, so too has the organization. Therefore, changes have been made to adjust to the historical moments, aligning the Girl Scouts’ mission and vision with their overall messaging. The rebrand creates a better sense of cohesion and unifies the 112 independent councils, located throughout the country, while allowing each of these councils to adapt to their specific community. The rebrand simplifies and gives clarity to the heart of the Girl Scout messaging. It provides a contemporary update to the Girl Scout mission, better reflecting the changing needs of young women in the modern world, while maintaining the integrity of its past. The rebrand was designed strategically to embrace the rich history of the organization, still utilizing the iconic and identifiable trefoil logo but with a 21st century reflection. The Girl Scouts rebrand, for example was a necessary refresh creating a more inclusive organization representative of all members.