Brand Center | Girl Scouts

Our brand is not just a logo or other visual identity.

Brand is the personal connection and experience that people associate with an organization - everything from the products and services to customer service, marketing, and reputation. It's important for everyone in Girl Scouts and Girl Scout - Diamonds - staff, volunteers, and partners - to be consistent in how we present Girl Scouts. Keeping our look, our messaging, and our identity consistent safeguards and strengthens our overall brand.

When creating Girl Scout content and graphics, please follow the guidelines below. If you need assistance or have questions, please reach out to the communications team: online@girlscoutsdiamonds.org.

Brand Guidelines and Other Marketing Information

Important Reminders and Guidelines toggle arrow

Reference the information on this page and in the Volunteer Design and Brand Guide for assistance in keeping your printed and digital materials, t-shirts, and other Girl Scout logo items on brand. If you have any questions, please contact the communications team: online@girlscoutsdiamonds.org.

Referencing Our Name:

When mentioning our name in copy use either "Girl Scouts - Diamonds" or "Girl Scouts - Diamonds of Arkansas, Oklahoma and Texas." Don't forget to use the dashes and put the states in the correct order, with no comma after Oklahoma. Do not use acronyms such as GSD, GSDAOT, etc., and do not use state abbreviations (AR, OK, TX).

Copyrights and trademarks:

Visit the GSUSA website for detailed information about Girl Scout copyrights and trademarks.

Questions about branding? Email our communications team.

Trefoil and Council Servicemark toggle arrow

The Girl Scout Trefoil
When you see the trefoil, you immediately think Girl Scouts! The trefoil is the simplest and most recognizable expression of our brand. It can be used without the servicemark in communications where the Girl Scout brand has already been established.

Green is our signature color and the green trefoil should be used in formal settings and for audiences who are unfamiliar with our brand.

The trefoil should never be altered; use it as is! Below are some guidelines for use.

1. Don't use more than one Trefoil in the same application. The service mark does not count toward this application.
2. Don't crop or rotate it.
3. Don't use it as a pattern (exceptions apply for products and packaging).
4. Don't add effects to it or outline it.
5. Don't put text inside, next to, or around the trefoil.
7. Don't crowd the trefoil; it should have clear space (about the same size as the trefoil you are using on all four sides).
8. Don't use it to replace a typographic character or as a bullet.

Green trefoil
White trefoil

The Council Servicemark

The Girl Scouts - Diamonds servicemark is the final form of our logo, with all its elements. It should not be reassembled or reproportioned.
Whenever possible, the servicemark with black text and green trefoil should be used. If placed on a green background, the Trefoil should reverse to white and all text should remain black. One-color marks are a last resort to be used only when budgets so demand. If you need something other than the black and green servicemark, please email us.

Girl Scouts - Diamonds servicemark

Note: When scaling (resizing) the trefoil, the servicemark (and any graphic/photo), do not stretch them disproportionately. To keep artwork proportionate, use the corner to drag (not the side) and (in most programs) hold the shift key.

Colors and Fonts toggle arrow

We are so excited to have so many available colors to use for our backgrounds and shapes! Girl Scout Greens still remains our #1 choice, though - especially when we are communicating with external audiences. The different colors represent everything Girl Scouts! For example, each grade level is represented!

Colors:

Our key colors are Black, White and Green (#00b451 or RGB 0/180/81 or PMS 354) with our official brand color palette.
Girl Scouts and green go together. To ensure that we continue to claim the color and to solidify our identity, embrace green. Be sure to include a least a bit of green in every piece you produce.

Color Don'ts:

Don't use gradients.
Don't add new colors to the brand palette.

Fonts:

Feel free to download the official Girl Scout Font to use on your designs., otherwise, use Palatino Linotype.

Font don'ts:

Don't use color official fonts. Text should be in black or white only. This handy guide will show you which type color works best on brand colors for visibility.
Don't outline type or add effects.

T-shirts, patches and Other Branded Items toggle arrow

When creating banners, t-shirts, patches, or other items for troops or service units, always include an identifier for our council. It is not necessary to use the servicemark, but do include the words Girl Scouts - Diamonds.

For all branded items, please contact the communications team. We are not able to make custom items for every troop and service unit, but we do need to approve your design.

Please remember that you must use a Girl Scout licensed vendor to have any materials produced that you plan to collect money for. To begin this process please talk to your membership contact or email us.

Language and Wording toggle arrow

It's important to be consistent in our shared language about the Girl Scout movement, our council, and our programs. Below are some tips to help us stay on brand:

CORRECT BRANDING	INCORRECT BRANDING
Girl Scouts of the USA GSUSA	Girl Scouts of America GSA
Girl Scout/Girl Scouts/Girl Scouting	Scout/Scouts/Scouting
Girl Scouts	The Girl Scouts
Girl Scouts - Diamonds Girl Scouts - Diamonds of Arkansas, Oklahoma and Texas	Girl Scouts Diamonds Girl Scouts Diamonds of AR, OK, TX GSD GSDAOT
Girl Scout Troop 1234	Troop 1234
Girl Scout Cookie Program	Cookie Sale
Fall Product Program	Fall Sale
Earn the Girl Scout Gold Award, Girl Scout Silver Award, Girl Scout Bronze Award	Win the Gold Award
Gold Award Girl Scout, Silver Award Girl Scout, Bronze Award Girl Scout	Gold/Silver/Bronze Award winner, awardee, recipient

Photography and Other Graphics toggle arrow

Choosing photos to use for your materials is extremely important. Remember to focus on moments that matter. We want the world to see and feel all of the amazing things our girls are doing and showcase the Girl Scout Leadership Experience.

Photography

Use only high-quality photos and graphics.
When capturing shots of girls, get them in action trying new things. Candid photos are generally much more engaging than posed shots.
Send high-quality, full-size photos from your event to online@girlscoutsdiamonds.org. By submitting images, you are giving Girl Scouts - Diamonds permission to use them in publicity and marketing materials. Be sure all individuals pictured have official photo opt-in recorded in Salesforce.

Photography Don'ts

Don't overlay gradients on photos or add filters (other than minimal, basic color fixes).
Don't rotate photos unnaturally.
Don't use low-resolution images.
Don't stretch photos. Always resize photos proportionately.

Other Graphics

Use artwork from sites that provide copyright-free materials or create your own. If it has a watermark, you do not have permission.
Ensure graphics are not pixelated or low-resolution.

Social Media and Websites toggle arrow

Girl Scout groups (troops, service units) can create websites and social media accounts to assist with communication. Girl Scouts who have parental permission and meet the age criteria (13 or older) may participate in setting up and monitoring online communities. An adult must serve as an administrator on all online accounts and be the person responsible for the email address associated with the account.

Represent Well:

Model good online behavior for the girls. Be professional and appropriate.
Do not write anything that would reflect badly on our organization or embarrass our members or volunteers.
Do not engage in online arguments.
If you have a conflict with a fellow volunteer, a staff member, or the organization, social media platforms are not the place to discuss or mediate those issues. Depending on the issue/conflict, use the policies/procedures in place to address the problem. For instance, there is a policy/procedure for conflicts among volunteers, etc. You may also submit your question/concern to our customer care team and your message will be sent to the appropriate person/department.
Proofread your posts.

Be Sensitive About Privacy:

Use girls' first names only. Never post phone numbers, addresses or email addresses.
Be careful about posting addresses, dates and times of meetings and events unless your page is private or the event you are promoting is open to the public (such as a recruitment event).
Before posting pictures of girls, be sure they are opted in for photos.
Know the privacy settings of your accounts.
Do not violate copyright laws. Do not use any images without permission.

Bring any concerns to the attention of online@girlscoutsdiamonds.org.

Follow Us:

Follow Girl Scouts - Diamonds on Facebook and Instagram, as well as Camp NOARK and The STEAM Center on Facebook.

Working with the Media toggle arrow

The Girl Scouts - Diamonds communications team works with local and state media (TV, radio, newspapers) to promote Girl Scouts as an organization as well as stories of individual girls/troops/projects throughout our council.

Positive media coverage is one of the best ways to promote the Girl Scout Leadership Experience. When we share our Girl Scout news and activities it:

Increases our visibility in the community
Promotes our brand and signals value for the Girl Scout Program
Boosts our membership
Increases financial support

Please keep in mind that there are not unlimited opportunities to promote all the Girl Scout activities happening in our region, so we are thoughtful and strategic in what events and activities we choose to promote and encourage our volunteers to do the same.

A few basic things to keep in mind when considering any promotion in the media:

Please avoid contacting television stations without reaching out to the Girl Scouts - Diamonds communications team at online@girlscoutsdiamonds.org. Opportunities for tv coverage are limited and we want to make sure we are not overlapping on our efforts.
Is your event newsworthy for a broad audience? If you as a troop or service unit have just a few opportunities for possible coverage, be selective in what you submit for promotion. The bigger your community, the harder it is, so make sure you're getting the best "bang for your buck". If you live in a small community, especially one with a hometown newspaper that loves to cover everything you do, count yourself lucky and keep sharing all the great Girl Scout news!
Remember that whether the communications team initiated a media interview or your troop or service unit did, we can provide talking points and other materials to help ensure we are on brand in voice, and visually as well. Contact us with any questions or needs.
If you need a template for a news release, please reach out: online@girlscoutsdiamonds.org for assistance.

Emergency Situations: If an emergency situation occurs, Girl Scouts and volunteers must follow the Girl Scouts – Diamonds Emergency Procedures which include making NO statement of ANY KIND to the media. Do NOT give out any names or information. Ask the media to contact the council at 800-632-6894.