Rebranding the Girl Scouts of the USA

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.