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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.
From GirlScouts.org:
“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 GirlScout.org. “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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bob commented on Jul 13 10 at 1:08 pmThe logo change is barely perceptible. Without the press release, it might have passed unnoticed.
Here’s my dumb outsider question: What’s up with the cookie business? Would SGA exist without it? From the outside, the girl scouts seems a little like the junior avon lady society, the cookie part being so ubiquitous and visible. I don’t believe the boy scouts do comparable fund-raising, yet they seem to be thriving.
bob commented on Jul 13 10 at 1:08 pmsorry, meant GSA
Mistress_Scorpio commented on Jul 13 10 at 2:15 pmI dunno, Bob. But Thin Mints… amirite? (holds hand up for high five)
bob commented on Jul 13 10 at 3:16 pmThin Mints, Caramel DeLites and Peanut Butter Patties, delivered right to my desk. It’s genius, really.
Damn girlscouts.
jenny tries too hard commented on Jul 13 10 at 3:21 pmPopcorn, bob, we have boy scout popcorn. Hateful, hateful popcorn. It’s overpriced and plain awful. When I took my boys around to sell that wretched stuff, we actually made almost twice as much in donations from people who would rather just hand us a dollar or two than pay $10 (seriously, that was the cheapest) for a tiny tub of sticky carmel corn. So, yeah, we have something, and if the GSA didn’t have cookies they’d likely sell something else (wrapping paper? magazines?) but they’d still get a lot of funding from donations and grants.
ann05 commented on Jul 13 10 at 4:52 pmI remember cookie selling taking up a tiny percentage of the girl scouting experience. The cookie sales help fund troop activities and provide scholarships for scouts for international and national exchanges and other large scale activities. Thanks to the Girl Scouts, when my classmates blew a circuit in a college class, I knew how to go find the box and throw the switch so the outlet would work again (it’s kind of sad, honestly, that I was the only one who could do this). I got merit badges in all kinds of incredibly useful life skills, worked on projects that built skills I actually use in my present career, and got to do overnights in fantastic science museums and other things. Girl Scouting was really great for me, and I’m not much of a joiner or a rah-rah kind of person. It was important enough that as an adult I’ve volunteered with my local chapter to sort of pay them back. Girl Scouts is also a LOT more liberal than Boy Scouts, in my experience, and more welcoming of diversity. YMMV on that last one. And of course… I only have a boy. Hah.
Linda commented on Jul 13 10 at 10:33 pmIME, GS troops are only as good as their leaders. My dd hasn’t been in a troop for years, but this will be her 6 year going to GS camp. She loves it.
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