Brand Guidelines

What is a brand?

A brand is more than just a logo or a tagline. It is the market’s impression of the organization and how customers experience the organization, regardless of what we tell them. A brand, according to the Non-Profit Times, is a reflection of everything associated with an organization: quality of its work, reputation, staff, leadership, culture, core values, programs, services and products.

The Girl Scout Service Mark is simply the banner of our brand; branding is the responsibility of everyone in the organization, from the youngest Girl Scout Daisy to Girl Scouts Heart of the South's Board Chair - YOU are the brand!

Many people see Girl Scouts and think "cookies, camping, and crafts." It is our responsibility as Girl Scouts to educate others about the key components of "cookies, camping, and crafts" (and the rest of our outstanding offerings) as the means by which girls develop leadership abilities, learn life and business skills, grow as individuals and make the world a better place!

To communicate effectively and convey the correct perception of Girl Scouts, we must adhere to consistent messaging in all of our communications. For example, the word "troop" can mean a number of things (military troops, Boy Scouts, TV shows, etc.), but in Girl Scouts, it means something very specific. Therefore, when communicating with external audiences, we must make sure to use the words "Girl Scout" before the word "Troop" (i.e., Girl Scout Troop) to make the distinction clear. The same is true for other terms that help to define who we are. Using complete and consistent terms and grammar reinforces the Girl Scout brand and reminds the audience of who we are and what we do.

With that in mind, please adhere to the messaging guidelines and use the following phrases when communicating about Girl Scouts, both internally and externally:

Girl Scouts Heart of the South (GSHS)
Girl Scouts of the USA (GSUSA)
Girl Scouts
Girl Scouting
Girl Scout Leadership Experience (GSLE)
Girl Scout Journeys
Girl Scout Cookie Program (NOT "cookie sale")
Girl Scout Service Unit (GSSU)
Girl Scout Troop
Girl Scout Leader
Girl Scout Daisy
Girl Scout Brownie
Girl Scout Junior
Girl Scout Cadette
Girl Scout Senior
Girl Scout Ambassador
Girl Scout Gold Award
Girl Scout Silver Award
Girl Scout Bronze Award

And always remember, YOU ARE THE BRAND!
Thank you for your help in maintaining the proud Girl Scout reputation!

Have questions or design ideas (t-shirts, flyers, websites, etc.)?
Contact Girl Scouts Heart of the South Director of Communications and Creative Services, Kristen Posey Russell at

We've made the resources you need easy to find!

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