Girl Scouts Get a Makeover


It’s not all about the cookies, you know. Girl Scouts of the USA is announcing a new brand campaign that they hope will attract a new generation of girls to the 98-year-old organization.

The new branding includes an updated logo in more casual and approachable lower case letters, a bolder green color palette, and and update trefoil mark that adds bangs, a “perkier” nose and longer neck. The updates are meant to build on what’s familiar, yet attractive to today’s girls.


“A revitalized and energized brand is absolutely essential for us and our future growth,” said Kathy Cloninger, Chief Executive Officer of GSUSA. “About one out of every 10 girls participates in Girl Scouting and that’s a tremendous number when you think about it. But that also means that we have a great opportunity to grow even after almost 100 years. We have literally revamped our entire organization to appeal to that 90 percent of girls who aren’t benefiting from the Girl Scout leadership experience. And with our new brand work, we think we have the right message at the right time.”

Girl Scouts wants to shed their image of being about “cookies, camping, and crafts” Sharon Lee, Senior Brand Manager for GAUSA told ABC News. Instead, they hope to meet today’s girls on modern ground with their new “What Did You Do Today?” campaign.

“To some degree, our brand had faded and our research revealed that while many girls and parents knew about us, they had a very limited view of us,” says Laurel Richie, Chief Marketing Officer and Senior Vice President at GSUSA on “While we are proud of our $700 million cookie business run by girls, we offer so much more than that, and this new work is designed to let people know about all the new and exciting things girls do every day as Girl Scouts.

“Our brand promise is that Girl Scouts gives every girl access to life-changing experiences that inspire her to do something big. That’s a promise we keep every day, and you don’t have to look much further than our National Young Women of Distinction and Gold Award earners to see evidence of that.”

Having never been a Girl Scout, I’ll admit to having only a vague idea of what happens in troop meetings. If your daughter is a Girl Scout, tell us about your experience.

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