Girl ScoutsBrand IdentitySelf-Study

Welcome!We hope you will find everything you need to know about the Girl Scout brand right here.

Girl Scouts is a well-loved, iconic brand. Few brands are able to claim a color or a shape;fortunately, we have the ability to do both. In refreshing the brand identity, we aim to stay true to our brand values – the cornerstones of leadership, sisterhood, and inclusion.

Girl Scouts of the USA has created a visual brand language that conveys the Girl Scout movement as it ex-ists today and that speaks to our core audience — girls — in a way that engages and resonates with them.

Most importantly, in all of our brand work, we want to ensure that we communicate our brand promise: Girl Scouts gives every girl access to life-changing experiences that inspire her to do something big.

We hope that what lies in the pages ahead becomes a source of inspiration, creativity, and fun — and brings you as much joy as we felt in creating them. Thank you for partnering with us to represent the amazing things that our girls are doing to change the world.

Design TermsThis graphic design glossary contains vocabulary that many designers use on a daily basis and may beconfusing to new designers or non-designers who need to communicate with designers. Remember, the following terms are defined as they relate to graphic design and desktop publishing.

BleedBleed is the part of a printed document that is outside the bounds of the final size of the piece. It is used to make sure images and other design elements print all the way to the edge of the paper.

BleedthroughAreas with heavy ink coverage can soak through thin paper and show up on the other side. This is not the same as be-ing able to see the printing on the other side just because the paper is thin. With bleedthrough, the ink actually soaks into the paper and appears in dark blotches on the other side.

Body/CopyThe body of a layout (also called copy or body copy) is the main text.

CMYKCMYK stands for Cyan, Magenta, Yellow and Black (or Key), the colors a printer works with, as opposed to the screen color space, RGB. This is also known as process color.

CompressionThe process of making file sizes smaller by combining similar data. Most of the time this is a good thing, but it can also cause severe loss of quality, especially in regards to images.

CompsAlso known as comprehensives, these are the step after thumbnails in the creative process. This is usually where the designs are taken into the computer and the de-tails such as backgrounds, color schemes and images are more thoroughly worked out. Comps are the “first draft” of design.

CrossoverImages and/or text running across two or more pages

DPIDots per inch is the more exact way to define the resolution for a file that is to be printed.

EPSEPS stands for Encapsulated PostScript. A common file format for exporting Illustra-tor files. An EPS file is usually a vector file.

Ghosting/ScreeningWhere an image is made transparent so that the background shows through, like a watermark.

GIFGIFs are used in web graphics and are best for images made of solid colors, like logos. GIFs support transparency and they can be animated.

GradientA gradient is a fade from one color to another.

IllustratorA vector program often used by designers to create logos and work with or manipu-late type.

InDesignA page layout or desktop publishing pro-gram used by designers to combine text and images.

JPEGA file format used for photographs or images that have gradients. JPEGs do not support transparency and cannot be animated.

LockupA lockup is the final form of a logo with all of it’s elements locked in their relative posi-tions. For the sake of maintaining consis-tency in all mediums, the lockup should not be taken apart or altered in any way

Mock (or Mock-up)A close-to-reality rendition of a project.

PDFPortable Document Format. This file type is often used to send print materials to a print shop.

PixelIt is the basic digital component that makes up a raster/bitmap image.

PrintPrint encompasses all design that is not on a screen in its finished state. Print can include brochures, reports, postcards, menus, billboards or identity systems (let-terhead, envelopes, business cards).

PhotoshopA design program used to manipulate raster (bitmap) images.

RasterA raster or bitmap image is made out of pixels. Raster images are typically photos, but they can also be illustrations that have been turned from vectors into pixels.

ResolutionResolution is the number of pixels in each unit of measure. The more pixels in a given area, the higher the resolution of the im-age.

ThumbnailsSmall scale rough sketches of a design concept.

VectorVectors are illustrations which are created in a vector program such as Illustrator. Vector files use mathmatical formulas and therefore are not resolution dependent - meaning, you can enlarge them to any size and never lose resolution.

What is a Brand?The Girl Scout identity is more than just a “logo.”

It is a system of marks, typefaces, colors, layout schemes and more.

The brand system helps to support our brand story and unify our communications. The graphic elements are serious yet accessible, timeless yet engaging, and always focused on creating a sense of sisterhood, leadership and access.

Service markThe service mark is yourmost exclusive and officialbrand identifier.

Only official Girl Scoutcouncils and national programscan be locked up with theservice mark.

Each of these are long-terminvestments consideredintrinsic to the brand.

Only GSUSA can createservice mark lockups.

Affinity groupsAffinity groups are officialGirl Scout brand properties.They are long-terminvestments consideredintrinsic to the brand.

Affinity groups are a limitedgroup of national propertiesthat communicate to a wideaudience and need to retainan inextricable link to theofficial Girl Scoutservice mark.

Only GSUSA can createservice mark lockups.

Grade levelsGrade levels have their ownunique identifying element inorder to support their need to communicate directly to girls of various levels.

ShorthandFamiliar names have been short-ened for informal communication within the membership. For exam-ple, d is used in place of the word daisies.

Shorthand lockupsA special bracketed lockup supports day to daycommunication with girls,employees and volunteers. The term bracketed lockup is used to define the shorthand lockups seen to the right.

TrefoilsAdding text inside the trefoil is a good way to draw attention to a particular headline, pull quote, etc. A few examples of what can be placed inside the trefoil are:URLHeadlinesPull quotesSeasonal tagsDepartmentsMerchandiseService Unit Names** Service Unit trefoils have been created and are available for use by any SU team member who completes this self study.

TypefaceThe official font of Girl Scouts is Omnes. The Omnes letterforms share several characteristics with the trefoil. Offering sev-eral weights (shown on page 14), Omnes is a versatile font with unique characteristics from one weight to the next.

We understand that volunteers may not have access to the Girl Scout typeface. As an alternative, volunteers should use Arial.

Girl Scout staff members should always use Omnes with only oneexception — e-mail.

Key QuestionsEight key questions to ask yourself when building a Girl Scout branded piece.

1. Is that the official art?

2. Can we do that to the service mark?

3. Are we using the solid trefoil correctly?

4. Are we using the Girl Scout colors?

5. How do we speak to the girls?

6. Is the service mark where it should be?

7. Is that an approved Girl Scout typeface?

8. And, is the art on brand?

Is that official art?Service markThe service mark is final andcomplete art.

The refreshed configuration createsa feeling of leadership and forwardmomentum.

The elements (text or profiles)should not be reassembled orreproportioned.

The service mark does not requirea registration mark (®) at this time.

The ProfilesThe Profiles may be usedindependently of the mark,provided that the service markappears within the same piece.

The text (Girl Scouts), however,may only be used with The Profiles.

ShorthandIf designing for current girl membersor volunteers, then the service markmay be abbreviated to familiarinitials.

Shorthand graphics should not bedistributed to the public (schoolfliers, fairs and festivals).

Can we do that to the service mark?LockupsOnly council names, nationwidetag lines and affinity groups may be locked into the service mark.

Each of these properties are long-term investments consideredintrinsic to the brand.

Only GSUSA can create service mark lockups.

ColorwaysWhenever possible The Profilesshould be kept green.

If placed on a green background,The Profiles should reverse towhite and all text should remainblack.

One-color marks are a lastresort used only when budgetso demands.

Examples of acceptable color usage are shown to the far right of this page.Note: The colored boxes are not partof the service mark. They serve onlyas representation of possible back-ground colors.

Shorthand lockupIf speaking to a Girl Scout-onlyaudience, an event, programor affinity group name may belocked into the shorthand.

Are we using thetrefoil correctly?TrefoilAbiding some rules, use the trefoilcreatively. It is a playful complementto the formal service mark.

However, the trefoil is a mark with great history and thus should betreated with reverence.

Text in trefoilOmnes Semibold is used to createtext within the trefoil. Headlines, pull quotes, and website addressesare all appropriate trefoil content.

PatternsTrefoil patterns should beapplied using Girl Scout Greenand white or 100% Girl Scout Greenand 80% Girl Scout Green, for awatermark effect.

UsageThe trefoil is a mark with greathistory. It is not to be made into acharacter, made to holdphotography or illustration or tobe re-rendered in any way.

The trefoil is not to be used as a bullet point. It is not to hold page numbers or contact information.

The trefoil should never be made into a leaf, a flower or a snowflake.

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and character,who make the world

a better place.

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Are we using theGirl Scouts colors?CoreThe Girl Scout identity uses threecore colors, green (PMS 355),black, and white.

Girl Scouts has the privilege ofclaiming a color. Green.

Girl Scouts has chosen to use thePantone Color Matching System toensure the correct “green” is used every time. When taking an item toa professional printer, specify Girl Scout Green as PMS 355 to makesure they use the proper ink color.

To ensure that we continue toclaim the color and to capitalizeon our well established advantage,embrace green.

SecondarySecondary colors have beendeveloped and specificallyassigned to each grade level.

Even secondary colors shouldbe applied in combination withthe Girl Scout green.

SupportingUsing colors that are not seen in theGirl Scout color palette is discouraged. They should have deliberate meaningand be applied as temporaryelements only, i.e. event orseason-related.

GreenPMS 355

c94 m0 y100 k0

Black

White

c80 m10 y0 k0

c0 m60 y100 k65

c53 m100 y0 k0

c0 m98 y85 k7

c0 m70 y100 k0

c0 m40 y100 k0

c0 m0 y0 k30

How do we speakto the girls?Grade levelsTo aid tailored and targetedcommunications, each gradelevel has an individual mark set ina unique color.

Grade level art is not to be changedor modified in any way.

Relative scale and placement ofart and text is not to vary.

ShorthandIf designing for current girlmembers or volunteers,then the service mark and gradelevel art may be abbreviated tofamiliar initials. Shorthand logosshould not be used for the generalpublic. For example, do not useGS shorthand graphics on fliersthat will be passed out at a fair or festival but you can use them ona flier which will be distributed totroop leaders at a service unit event.

Is the service markwhere it should be?Rule of thirdsTo build a consistent Girl Scout identity, a proprietary layoutsystem based on the rule of thirds is used.

The rule of thirds sets up a three column/three row layout gridthat can be further divided by three’s for even greater flexibility.

The rule of thirds reinforcesservice mark placement. Theservice mark should be placed in the first third whenever possible.

PlacementThe service mark is alwaysplaced on the left third ofthe page with at least one “g”of clearance space aroundit to make it stand outprominently.

Is that the Girl Scout typeface?OmnesThe everyday workhorse typeface of Girl Scouts is Omnes.

Three weights of Omnes and their italics are available for organization-wide usage.

We understand that volunteers may not have access to the Girl Scout typeface. As an alternative, volun-teers should use Arial.

Girl Scout staff members should always use Omnes with only oneexception — e-mail.

Omnes blackGirl Scouting builds girls of courage, confidence,and character, who make the world a better place.

Omnes black italicGirl Scouting builds girls of courage,confidence, and character, who make the world a better place.

Omnes semiboldGirl Scouting builds girls of courage, confidence,and character, who make the world a better place.

Omnes semibold italicGirl Scouting builds girls of courage, confidence,and character, who make the world a better place.

Omnes regularGirl Scouting builds girls of courage, confidence,and character, who make the world a better place.

Omnes regular italicGirl Scouting builds girls of courage, confidence,and character, who make the world a better place.

Is that art on brand?PhotographyGirl Scout imagery is all aboutmoments that matter. Energy,eye contact and environmentshould all be considered whenselecting the perfect photograph.

When cropping a photograph,the ratio of image to backgroundshould be 80/20. An imagewith 80% girl and 20% backgroundwill feel immediate and personal.An image with 20% girl and 80%background will show contextand showcase activities.

IllustrationSketchbook illustration allows forbroad interpretation. It is bothdeeply personal and on brand.

It demonstrates energy andauthenticity with great effect.

Feel free to create (or have girls create) sketched artwork for eventfliers, etc.

Please share your sketched artworkwith the council, if possible. Artwork can be e-mailed to communications@bdgsc.org ormailed to the council headquarters.

Let’s review...• Brand Identity is more than just a logo. Its a system of marks, typefaces, colors, layout schemes and

more.

• The Girl Scout service mark is the most exclusive brand identifier and should not be modified in any way.

• Council and Affinity Group names can be locked up with the Girl Scout service mark. Only GSUSA can create service mark lockups.

• Each grade level has its own unique indentifying elements to communicate with girls of all grade levels.

• Familiar names have been shortened for informal communication with membership.

• Use the trefoil creatively in patterns or draw attention to important text such as short quotes.

• Girl Scouts identifies three core colors — Girl Scout green (PMS 355), black and white. Seconary colors have also been identified and assigned to each grade level.

• Always setup documents using the rule of thirds.

• Be aware of “g” space clearance around the service mark.

• Omnes is the Girl Scout typeface and should be used in all Girl Scout documents including letters, ads and fliers. Volunteers may not have access to the Girl Scout typeface and as an alternative, should use Arial.

• Girl Scout photography is all about moments that matter. When using photographs, try to slect images that capture a special moment in time. When cropping a photograph, use the 80/20 rule - 80% girl/20% background or 80% background/20% girl.

• If you don’t have a photograph to use, draw an illustration! Anyone can be a Girl Scout artist!

What’s wrong withthis picture?There are 3 main things wrong with this picture. Can you find identify them? Are there other branding mistakes? List your answers below.

Answers:

Test your knowledge1. What is brand identity?

2. Who can create a serivce mark lockup?

3. When can you use the grade level identifiers?

4. What are the core colors identified for Girl Scouts?

5. In what ways can the trefoil be used?

6. How many secondary colors have been identified by GSUSA?

7. What is name of the Girl Scout typeface?

8. How much space should be left around the Girl Scout service mark?

9. All documents should be setup using what rule?

10. What is the 80/20 rule when it comes to photography?

Create a flierOn a seperate piece of paper, create a flier using what you have just learned about the Girl Scout brand. Spend no more than 15 minutes on the final piece. This should be a hand drawn mock-up.You may use squiggle lines as text placeholders.

Flier IdeasCreate a flier for a Juliette Gordon Low Birthday Party. This flier should be used as a membership recruitment event and will be distributed through the schools in your area.

Create a flier for a Service Unit Skating Party for girls in grades K-5. This flier will be distributed to troop leaders at an upcoming service unit meeting.

Create a flier for a travel event. Pick a destination. The flier should be for Girl Scout seniors and ambassadors.

Now that you are finished...

Once you have completed your self-study quiz and flier mock-up, mail them to the Communications De-partment in the self-addressed stamped envelope included with this packet. Self-studies will be graded and you will receive feedback, your completion certificate and brand identity materials within 2-3 weeks of a council representative receiving your test. If you have questions or concerns, please contact Becky White, Communications Specialist at (800) 756-7616 or via e-mail at becky.white@bdgsc.org.

Girl Scouts of Black Diamond CouncilPO Box 507Charleston, WV 25301(304) 345-7722(800) 756-7616