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.