Brand standards

2019 – Brand refresh where we introduced our new design system, including the shapes and grid.

Brand Standards Optimization

Feedback we heard: • Difficult to implement.

• Need more flexibility.

• Too much ambiguity in standards.

• Discrepancies between Brand Standards and Product Standards.

• Need more relevant examples.

2022/2023 – Worked with an agency to optimize Brand and Product Standards.

©2021 Girl Scouts of the USA. All Rights Reserved. Not for public distribution.

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©2021 Girl Scouts of the USA. All Rights Reserved. Not for public distribution.

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Brand Standards updates will include:

©2021 Girl Scouts of the USA. All Rights Reserved. Not for public distribution.

• Clarified use of the council acronym • Elevation of the Trefoil • Expanded guidance on co-branding • Updated Highest Awards starbursts • Expanded fonts, including sans serif option • Expanded use of colored typography • ADA compliant color pairings • New Shapes and shape capabilities • Expanded illustration and iconography guidelines • Guidance on use of Girl Scout elements & identifiers • Expanded event branding guidelines • Property Guidance!

• Updated Brand Voice & sample messaging 31

Product Standards updates will include:

©2021 Girl Scouts of the USA. All Rights Reserved. Not for public distribution.

• Expanded use of Trefoil, including ability to use colored Trefoil.

• Clarified use of council acronyms • Co-branding guidance • Expanded guidance on use of shapes, illustrations, icons, elements & identifiers etc. in product design

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Currently Updating

Next Steps Brand Updates Webinar: Visual & Verbal

Brand Training

Product Standards Updates Webinar

Brand Center

More information and registration links coming soon.

Brand Library ©2021 Girl Scouts of the USA. All Rights Reserved. Not for public distribution.

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