Well Branded: Girl Scouts

February 25th, 2011



Images via: Original Champions of Design

In honor of the delicious Girl Scout Cookies that are undoubtedly making their way into our homes as we speak, I thought I’d share the most recent re-branding from Original Champions of Design (OCD). Since being founded in 1912, the Girl Scouts logo has maintained an iconic three leafed Trefoil but it wasn’t until the late 70’s that Saul Bass redrew it to include the positive-negative faces we’re all so familiar with.

The modernized version of the logo, by OCD, carefully simplifies and modernizes the girl silhouettes. The hair and faces were updated without loosing the charm of the original mark. Even the color green got a face lift and the type was set in all lowercase for more approachability.

My favorite expression of the brand are the patterns and textures that were created using elements from the mark. It’s a brilliant way to bring the brand to life while adding a sense of depth and whimsy to the collateral. Now, if only the packaging could get some TLC, it’d be a fantastic! Check out OCD for more images and an in depth look at their process behind the GSUSA re-branding.

7 Responses to “Well Branded: Girl Scouts”

  1. Tania McCartney Says:

    Beautiful. Just adore the modern whimsy of these graphics.

  2. Luisa Says:

    I remember noticing the positive-negative faces while selling cookies around the age of 6 and thinking how amazingly cool they were!

  3. MrsB Says:

    Love this! I am the proud leader of troop 3804 and I must say I am very impressed with the new look. LOVE your blog too!

  4. tori lynn Says:

    It always makes me nervous when people redo the logos created by someone as legendary and influential and fantastic as saul bass but I must say, I do like these changes. subtle and charming. thanks for sharing.

  5. Robin Says:

    I have to laugh because I was eating Tagalong GS cookies right before I opened this post! Great update to the logo!

  6. bein good to me Says:

    What a great “Well Branded” post! I used to work for the Girl Scouts and was a troop leader for my niece’s troop as well so am very familiar with the Girl Scouts (and the cookies, haha). Good choice! 🙂
    -Lisa

  7. Erin Says:

    Wow. Love those patterns!