The GSUSA (Girl Scouts of the USA) is more than three million strong. The organisation recently revised its programming to better engage girls today. To support this shift, the identity also needed to be reassessed. For such a large and unregulated organisation to embrace it, the new identity had to live and die by just a few rules and be sensitive to GSUSA’s rich history. The trefoil has always played a key role in the GSUSA brand. For consistency, the brand identityhas been consolidated to one iconic trefoil shape, creating a design element that inspires limitless brand expression.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.