Girlguiding, the UK’s largest youth organisation dedicated to girls, has announced the largest rebrand in its 113-year-old history in partnership with global brand transformation agency Landor & Fitch, media agency VCCP Media and earned creative agency Seven Communications.
In 2018, Girlguiding recognised an opportunity to refresh its brand to bring it in line with its newly overhauled programme of badges and activities, and core goals: to increase appeal amongst girls in the UK, to attract new volunteers, brand partnerships and investment, and to present as a modern and dynamic youth organisation that equips girls for the future and gives them a safe space.
In 2019, the organisation started working on plans with the aims of the rebrand identified to champion imagination and celebrate collective adventure, exploration and curiosity across all four individual Girlguiding sections - Rainbows, Brownies, Guides and Rangers, while fulfilling its new purpose of helping girls to know that they can do anything.
Amanda Azeez, Director of Communications, Marketing & Fundraising, Girlguiding, comments:
“We’ve been creating unforgettable, empowering experiences for girls for over a century. To enable us to continue in our mission and reach even more girls and volunteers, we needed to look at how we’ve evolved over this time and address outdated perceptions holding us back.
Working closely with Landor & Fitch, Seven Communications and VCCP we’re excited to relaunch on International Women’s Day as part of our continued drive to inspire all girls that they can do anything.”
Landor & Fitch
As the transformation partner, Landor & Fitch’s brief when appointed in 2021, included creating an identity that leverages the historic iconicity of Girlguiding but also made the brand relevant for today and tomorrow.
The redesign impacts all aspects of the Girlguiding brand, including badges, stationery and icons. The Girlguiding brands, Girlguiding itself, followed by Rainbows, Brownies, Guides, and Rangers sections, have been recreated under a new Masterbrand identity to ensure consistency and accessibility.
Sarah Bustin, Design Director, Landor & Fitch, comments:
“As a former Brownie myself, accompanying Girlguiding on its transformation journey over the past two years has been one of my most personal projects. Many of the team grew up as Rainbows, Brownies, and Guides and some who worked on the project are even still involved as leaders. Redesigning the brand has brought back wonderful memories for us all and the experiences which helped shape who we are today. We’ve used those feelings to guide us with this rebrand and created designs that encourage new possibilities, while fulfilling its purpose that girls can do anything.”
Raising awareness was an essential improvement area, following research which identified that of all the brand logos of Girlguiding’s sections - Brownies, Guides, Rainbows, and Rangers - only Brownies (80%) had near universal awareness, and only a third (33%) knew about Rangers.
The iconic Girlguiding trefoil logo has been retained but refreshed, as have the historic colours that defined Rainbows, Guides, and the yellow and brown of the Brownies. The new colour palette is designed to showcase modernity and vibrancy, while building strong variation between the Girlguiding sections.
A new suite of icons for each section has also been developed to enhance storytelling and encourage girls to build upon their curiosity and express themselves throughout their Girlguiding journey.
Data shows the new brand designs appeal much more to girls, parents, and volunteers alike when compared to the old designs, who spontaneously mentioned the bold and bright designs and colours. When asked to choose between the new and current designs, all audiences overwhelmingly preferred the new ones; including approximately 83% of volunteers, and around 75% of parents and children.
The new designs show initial effectiveness at generating interest and encouraging people to join, with around half of girls in Rainbows (58%) and Brownies (48%) agreeing it would make them more likely to join after seeing the new designs.