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COLLINS Makes the Trefoil the North Star of Revamped Girl Scouts Brand Platform


There are practically 1.7 million lively Girl Scouts working in additional than 90 nations throughout the globe, with over 50 million alumnae. That’s not simply a variety of Girl Scouts—it’s a plethora of would-be drug sellers doling out deliciousness within the type of Thin Mints, Trefoils, Samos, and Tagalongs.

Of course, the Girl Scouts are extra than simply cookie season (be aware to self: replace hyperlinks to each of my daughters’ cookie websites). They’re a company that cultivates feminine management and makes the world a greater place than they discovered it.

But, from an organizational standpoint, in addition they have over 100 unbiased councils with no overarching visible id unifying these teams. So, the 100+-year-old group regarded to COLLINS for a cohesive piece of branding that strengthened and elevated its mission and its place in thousands and thousands of younger ladies’ lives.

The company first dug deep right into a core image of Girl Scouts’ iconography, one that would develop into the central focus of the model platform.

They began by wanting on the Trefoil for inspiration, i.e., the fifth greatest cookie within the lineup, however the proprietor of essentially the most aesthetically pleasing cookie form. You may also discover it scattered all through the group’s historical past, whether or not it’s staring up at you from handbooks or your Girl Scouts diary; now, it serves because the guiding brandmark. “The Girl Scouts motion has been represented by the Trefoil since its inception. It has seen many iterations, starting from the American Eagle to women’ silhouettes,” said the agency of the project. “The Trefoil, now simplified, embodies its most potent, iconic essence.”

Editorial photograph

Editorial photograph
Editorial photograph

In constructing extra unity of their communications, they gave each council the mandatory instruments and property they would want to additional their mission beneath one umbrella. Looking to the badges and their place in Girl Scouts’ historical past, they dove into their higher that means and the way they develop into tiny souvenir monuments for particular person accomplishments. “We translated these objects into daring, geometric types that might be used as constructing blocks for design and interactivity,” mentioned the studio. “The system grants a standard language to all communications and is versatile sufficient to assist any utility, whether or not or not it’s a presentation template or a vibrant marketing campaign.”

Editorial photograph
Editorial photograph

In addition to crafting an emboldened voice for the group that works throughout each touchpoint of the model, they developed a bespoke typeface with the Girl Scouts’ inner inventive staff and Positype. “We developed a voice that appears ladies within the eye, acknowledges all the pieces they’re and might do, and seeks to empower them to blaze the paths solely they’ll,” talked about the studio.

Editorial photograph
Editorial photograph
Editorial photograph

While COLLINS didn’t redesign the Girl Scouts’ cookie packaging—and why would it is advisable, they personal their empowerment aesthetic—the brand new branding will seem on future packing containers. What’s extra, they helped develop model property that may assist amplify merch and attire, giving the instruments a recent aptitude that adopts archived appears to be like of the previous from their many catalogs. 

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

With a brand new model id beneath their belt—er, sewed onto their sash—the Girl Scouts have a daring, vitalizing platform that appears again to its roots however will proceed to encourage younger ladies for an additional 100 years.

Also, get at me, and please purchase my children’ cookies. 

Editorial photograph

Images courtesy of COLLINS.

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