The branding is composed of a new visual identity, which includes a distinctive trefoil mark, revised color palette and refreshed logo. The 360-degree marketing program taps online, place-based and traditional media. As part of the new campaign, Girl Scouts also has developed Spanish-language advertising, securing more than $10 million in donated exposure in Hispanic media ranging from Telemundo to People en Español. In its general market campaign, Girl Scouts is working to secure $30 million in pro bono placements from national online and in-mall and airport outlets, as well as traditional broadcast and print media.
Founded in 1912, Girl Scouts has 3.3 million girl and adult members worldwide.