Brand & Graphic Guidelines
About the Girl Scout Brand:
Girl Scouts is a well-loved, iconic brand. Few brands are able to be identified by a color or shape. The Girl Scout brand is easily recognizable and is associated with our brand values—leadership, sisterhood , inclusion and tradition. All Girl Scout products, and the images and phrases featured on our products serve to raise Girl Scout brand voice, mission and visibility. With the following information we hope to create public awareness about our brand. Internally we want to ensure our members know how to use the Girl Scout brand and its symbols properly. We strive to maintain brand constancy, which will help uphold our brand value and protect against unauthorized, inconsistent and unlicensed use of the Girl Scout brand. Through the Girl Scout brand we want to communicate that Girl Scouting is the opportunity to provide every girl access to life-changing experiences that inspire her to do something BIG.
Graphic Guidelines:
The Girl Scout identity is more than just a “logo”. The Girl Scout brand is a system of marks, typefaces, color, layout schemes and more.
The Girl Scout brand color pallet is Green (Pantone 355), white and black. Girl Scout levels are also associated with a color paired with the core color pallet for accent.
The Girl Scout Trefoil has been a brand element since 1912. The Profiles have been part of the Girl Scout brand since 1978. Although the Profiles have been tweaked and changed slightly over time—they are still representative of girls. As a nod to diversity bangs were added and as a way to visually show case girls using their voice the mouths on the profiles were opened slightly. The solid Trefoil is a Girl Scout symbol can be used independently of the service mark . However, the solid Trefoil is not a substitute for the service mark and should only be used alone for internal audiences or in conjunction and on the same piece with a service mark. The solid Trefoil should never be used as a character. It is never appropriate to put anything in the Trefoil other than the words to the Girl Scout Promise.
The Girl Scout service mark is the center of the Girl Scout brand. The service mark is positioned with the word Girl Scouts punctuated by the profiles. The profiles are positioned and elevated to the right above the words Girl Scouts to inspire forward movement. Girls are always leading the way in Girl Scouts, which is the idea behind the layout of the Girl Scout service mark. The artwork and positioning of the service mark is final and should not be repositioned and the words nor the profiles should appear in a different order. The profiles should not appear without the word Girl Scouts unless professionally designed or arranged by GSUSA or the GSCSNJ Communications department. Below are examples of the general service mark and the GSCSNJ service mark in different color combinations. The service marks should only appear in the core color combinations, black, white and green (Pantone PMS 355).
The service mark is always placed in the left third of any printed piece if possible. The service mark should have space on all sides. The space around the service mark should be proportionate to the “g” in the word Girl Scouts.
The best way to represent the energy and adventure that girls experience through their engagement in Girl Scouting is by showcasing their activities with photography. Clip art no longer represents a fresh and updated image of Girl Scouting and is not permitted on marketing, communication or recruitment materials. Line art drawing that looks like a girl might have drawn an image is acceptable because it has to do with ownership and relevancy to girl centric imaging.
To browse and download a sample of stock images available for your use in a recruitment, communications or local marketing effort please visit our Flickr Album.
If you are looking for a specific type of photograph or need permission to use the Girl Scout service mark image on virtual or print media, please contact Melissa Blake, Marketing & Brand Manager at mblake@gscsnj.org
