|
After 98 Years the Girl Scouts Get a Makeover
Nearly 100 years old, The Girl Scouts of the USA say they're showing some signs of aging. "We heard that our logo looked a little tired, weathered, worn and discolored. Like it been out on the picnic table all summer," reveals Laurel Richie, Chief Marketing Officer and Senior Vice President at GSUSA. The organization says they're giving themselves a makeover, inside and out, in an attempt at revitalizing and re-energizing its brand to reach a new generation of girls. This week marks the first time in 30 years Girl Scouts have launched a national marketing campaign. Sharon Lee, Senior Brand Manager for GAUSA, says they're combating a limited and old fashioned public perception that Girls Scouts are only associated with "cookies, camping, and crafts." The organization hopes to broaden their image and show they do more. The most noticeable change is the new Girl Scout logo. Their distinctive trefoil mark, which also adorns their shortbread cookie, has gotten a makeover. Branding and design agency, Original Champions of Design, updated the logo with modern hairstyles, perkier noses, and longer, thinner necks. Lee says the new look has the seal of the approval from their Girl Scout focus groups. "The strength of the new logo is we've kept what's recognizable but we've given it a facelift and brought it in to 2010." The iconic Girl Scout color will also change - to a bolder green, and the font will be all lowercase -- in an attempt to make the logo feel more casual and approachable. Organizationally, the revamp is part of a "What Did You Do Today?" campaign. Its goal is to be more relevant to the lives girls are leading today. "We're not telling them how to spend their day but asking them to reflect on how they spend their time," says Richie. A staggering one out of every 10 girls participates in Girl Scouting -- but CEO, Kathy Cloninger says they're striving for more. "We have literally revamped our entire organization to appeal to that 90 percent of girls who aren't benefiting from the Girl Scout Leadership Experience. And with our new brand work, we think we have the right message at the right time." Most well known for their $700 million dollar cookie business, the Girl Scouts of American was founded in 1912 and boast 3.3 million girl and adult members worldwide. Posted by: Fred 2010-07-09 |
| http://www.rantburg.com/poparticle.php?ID=300623 |