Girl Scouts Logo Update

Today I discovered that the Girl Scouts have changed the original 1970s-designed logo to a more "modern" version of the iconic branding.  Being a former girl scout, I was surprised that it captured my emotions on such a personal level that I just HAD to blog it!

For those women who are former girls scouts, you will probably be able to relate to my feelings of uncertainty as you compare the two logos.  First, you can see that the "trefoil" design has more of a "squished" line.  The "corners" of the leaves of the trefoil are more defined, giving the leaves a more "cloud-like" and "child-like" character.  Additionally, the faces of the trio of females on the trefoil seem to encompass a more "youthful" shape.  Their noses are more lifted, their lips are a bit more rounded and smaller, and their necks seem a bit more erect.  The most obvious change is the addition of "bangs" to the design, on the first female on the trefoil.  After reviewing the logo, it is clear that the changes are virtually more evident of an appeal to a more juvenile generation of girl scouts.  

According to a news release from their website (http://www.girlscouts.org/news/news_releases/2010/new_national_brand_initiative.asp), the change is a way that the Girl Scouts are "revitalizing and reenergizing its brand to reach a new generation of girls."

While my personal feelings are still torn by the fact that the legendary designer, Saul Bass' icons have now dawned a new era of youthful feminism; I do feel as though the Girl Scouts have definitely branded their image towards that "new generation of girls" through the changes made to this timeless icon.  I am always going to personally have a soft-spot in my youthful heart for the icon that I carried on my sash through my youth and into my teens; at least I will never forget the "trefoil" my heart knows and loves.

~K