Oden

Girl Scouts of the USA (GSUSA) have officially unveiled their new, multi-channel national brand initiative with hopes of reaching a new generation of girls.

Kathy Cloninger, Chief Executive Officer of GSUSA, stated in a recent news release sent out by the organization that "a revitalized and energized brand is absolutely essential for (the Girl Scouts) and our future growth."

The makeover includes a new visual identity, including a reworked Girl Scouts trefoil mark and logo, along with a revised color palette that uses a more vibrant shade of green.



I applaud their efforts in refreshing the color palette so as to avoid the "left out on the picnic table all summer" look that Laurel Richie, Chief Marketing Officer of GSUSA, mentioned to ABC News earlier this month.

And, I personally appreciate the subtle design changes to the iconic trefoil mark that everyone knows so well.

All-in-all, I believe this was a well executed rebrand for the organization. They managed to update their look without abandoning their heritage.

What do you think of the Girl Scouts' new look?