Girl Scouts – an Iconic American Brand

Lidia Soto-Harmon is the Deputy Executive Director for GSCNC.

Girl Scouts is an iconic American brand that has withstood the test of time. For 98 years our distinguished profiles and Trefoil (prominently displayed on the Girl Scout shortbread cookie) has been a proud reminder of the best leadership organization devoted to girls.  And few can claim green, the color and commitment to the earth, as proudly as Girl Scouts.

Although I was excited to see the unveiling of the new brand, I wanted to make sure that it would continue to be steeped in tradition, rooted in the Girl Scout law and built on the hard work and dedication of generations of girls and volunteers. For 98 years, these symbols have stood for our commitment to community service, camping, celebrating diversity, protecting nature, self reliance and entrepreneurial drive… all the while building an accepting and nurturing environment for all girls to have fun.

I was very pleased to see that the new brand identity remained very true to the original and loyal to our tradition.  The profiles remain–now more closely resembling the Trefoil in shape with longer necks, up-turned noses and yes, even the addition of bangs. The color green remains– now more vibrant and contemporary. The fresh new Girl Scout brand identity is compelling and will continue to inspire girls and adults of every walk of life for the next 100 years.

The new brand will get even more attention with the launch of Girl Scouts’ new campaign, “What Did You Do Today?”. Can you imagine how 3.3 million Girl Scouts will respond to that question? I know that in the Greater Washington Region, thanks to our fantastic leaders and volunteers, the answers will be extraordinary. From hiking in a state park to sailing in the Bahamas; from planting a community garden to greeting dignitaries at the White House, and from learning how a rainbow is formed to lobbying Congress —tell us—“What Did You Do Today?

Here’s to the next 100 years of Girl Scouting and to our indisputable position as the premier destination for girls!

– Lidia

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