Girl Scouts Earns a Badge in Exceptional Branding Thanks to a New Identity by COLLINS

3 weeks ago 10

The Girl Scouts of the USA has ever had well-known ocular signifiers, similar pig-tailed small girls selling TagAlongs extracurricular supermarkets, circular patches sewn onto brownish sashes, and summertime sun-faded relationship bracelets tied to tiny wrists. Since their 1912 inception successful Savannah, Georgia, these images person ingratiated Girl Scouts into our culture, and underlined their ngo to pioneer pistillate enactment and promote girls to enactment connected their dreams. 

Over 100 years later, Girl Scouts inactive plays a cardinal relation successful the lives of implicit a cardinal American Girls, and present they person a caller marque individuality that reflects this importance. COLLINS precocious took elements of these iconic Girl Scouts images to make a colorful marque system, Trefoil logo, and refreshed tract plan for the organization. 

COLLINS was peculiarly inspired by the ocular past of Girl Scouts patches and badges, and translated them into geometric forms to usage arsenic gathering blocks passim the marque system. The reimagined Trefoil logo sits astatine the halfway of this ocular language, paying homage to its erstwhile iterations portion distilling them down to a caller signifier and color. 

The Girl Scouts of America is composed of 112 autarkic councils, truthful COLLINS’s instauration needed to limb each 1 with the tools for cohesive communications portion inactive providing flexibility to enactment their antithetic communities. The patch-inspired shapes met these needs head-on to service arsenic a communal connection to each communications, portion retaining an adaptability for immoderate application, from presumption templates to campaigns.

COLLINS and Girl Scouts besides teamed up with Positype to plan a customized typeface worthy of the caller marque system, opting for a playful, yet classy serif that deftly compliments the colour palette and iconography. The task besides extended into considerations for caller Girl Scouts merchandise, which took the signifier of reviving styles from the archives with modern updates. 

Design by Debbie Millman for The Trefoil Poster Series

If this broad undertaking wasn’t enough, COLLINS besides worked with a divers radical of women designers to make a bid of posters called The Trefoil Poster Series, with each poster expressing the artist’s unsocial acquisition of Girl Scouts. Ranging from emerging voices to celebrated masters—including PRINT’s precise ain Debbie Millman—the posters bespeak a spectrum of styles and interpretations of the Trefoil emblem.

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