Girl Scouts of America. The oldest and most historic organization for girls in the United States of America with 1.7 million current Girl Scouts and 50 million alumnae. For over a century this movement has been integrated into nearly every cultural milestone of the country since its inception, from women’s suffrage to civil rights, they’ve been there. Pioneering female leadership and empowering girls to act on their dreams and change the world. Over the past few decades, their legacy began to live in a cookie-shaped shadow, their relevance in culture dwindling and their membership down. Girl Scouts invited COLLINS to evolve and reestablish their brand as an unignorable cultural force in the lives of young women today.

To visually represent Girl Scouts' many ambitions, we placed patches and badges, their iconic symbol of achievement, at the heart of their new identity system. This set of tools can be arranged in simple or expressive applications by councils across the country to create broad yet cohesive communications. We simplified their symbol from a representative illustration of girls' profiles to the simple, iconic silhouette that has been with the organization from the beginning: the Trefoil. By pairing this with a vibrant palette, Girl Scouts can reassert their legacy as a true badge brand that girls are proud to represent.